Cruise Line Executive Sees Rapid Growth in Asia
The following questions were address by Mr. Bok during the interview:
What should be common goals within the marketplace?
BB: In Asia, I believe that the cruise market, despite registering strong growth, is still relatively under-penetrated. Therefore, the goal of cruise liners is still to actively promote the benefits of a cruise holiday. On top of marketing efforts, which every cruise brand is doing, cruise operators should work hand in hand to provide attractive itineraries, through port and destination development, to bring out the uniqueness of a cruising vacation. This will in turn provide for an attractive product and generate economically sustainable growth for the cruise economy with scale and synergies.
What is going to have the biggest impact on the marketplace in the next five years?
BB: Asia is on the rapid growth cycle in cruise market development. With more cruise brands bringing their attractive wares to this region, Asia is going to have the biggest impact in the next five years.
What are you doing to meet the changing needs in your marketplace?
BB: Costa Cruises differentiates itself with its "Italy at Sea" theme that rides on our Made in Italy DNA to present to the Asia market a uniquely European experience. In May 2012, we launched the Costa Victoria in Shanghai. During this summer season, Costa Victoria will deliver our "Fashion cruise" concept that will feature our luxury brand boutiques, bringing refined tastes and Italian style onboard. While taking the 'Italy at Sea' theme to heart, Costa Victoria also has many concurrent Asian elements to immediately put its Guests at ease.