Cruise operator sees opportunity to build on interest by showing travellers range of holidays available – from regional getaways to longer international adventures
KUALA LUMPUR: Malaysia remains an important market for global cruise operator Royal Caribbean, serving as both a source of passengers and a potential growth market for its regional itineraries.
The country’s proximity to Singapore, a key cruise departure hub, makes cruising an accessible holiday option for Malaysians, while the company’s longer-haul itineraries offer opportunities to explore destinations beyond the region.
Royal Caribbean president of Greater China and managing director of Asia Ben Bouldin said the company’s approach to Asia was based on recognising that each market had its own travel habits, preferences and level of familiarity with cruising.
“In Malaysia, we see an opportunity to build on interest in European cruising by showing travellers the range of holidays available – from regional getaways to longer international adventures.
“Travel advisers play an important role as well, in turning that interest into bookings. Working closely with them helps us communicate the value of a cruise vacation, address questions from first-time cruisers and match guests with suitable itineraries.
“We will continue to listen to our local partners, understand what travellers are looking for and invest where we see sustainable potential for growth,” Bouldin told SunBiz.
READ MORE: Five cruise ships to make maiden calls at Penang by December, bringing 11,012-passenger capacity
Recent YouGov research commissioned by Royal Caribbean found that 88% of Malaysian respondents found at least one aspect of travelling between European destinations tiring or stressful. The findings also showed that travellers were increasingly drawn to holidays offering both convenience and the opportunity to explore multiple destinations.
Indonesia recorded the highest interest in multi-destination European cruise travel among the five markets surveyed, at 82%, followed by the Philippines (75%), Malaysia (70%), India (67%) and Singapore (66%).
Bouldin said the findings helped Royal Caribbean understand where interest existed across these markets.
“Each market has its own characteristics, so our approach needs to be tailored rather than applying the same strategy across the region.
“In Malaysia, the opportunity is to build on the established regional cruise market and introduce more travellers to longer-haul holidays, including Europe.
“Working closely with travel advisers, helping consumers understand the cruise experience and responding to local preferences will be key to developing that potential,” he said.
The survey showed Italy emerging as the most popular European destination overall, attracting interest from 47% of respondents. The United Kingdom ranked second at 43%, followed by France at 41% and Spain at 33%.
By nationality, Indian respondents showed the strongest preference for Italy, at 51%, while Spain was most popular among Filipino travellers, at 43%.
Travellers with prior experience in the region showed strong interest in multi-destination European cruises, with 80% of respondents who had previously visited Europe finding the option appealing.
The appeal was similarly high among families, with 81% of parents with children under 18 expressing interest.
Across the five markets surveyed, cruises emerged as the preferred mode of transport for travelling between European destinations, ranking first with 26% of respondents, ahead of trains, short-haul flights, private cars and buses or coaches.
“Malaysians are open to new ways of experiencing Europe. A cruise simplifies that experience, allowing guests to explore multiple destinations without repeatedly packing, unpacking or arranging transfers between cities.
“Turning that interest into bookings starts with showing travellers how a cruise can make a European holiday simpler and more rewarding,” Bouldin said, referring to the survey findings.
“The biggest hurdle is familiarity, particularly among first-time cruisers. We need to make the experience, value and choice of destinations clear.
“Our travel partners are vital in answering questions and helping guests find the right holiday for their interests and travel plans. The goal is to turn interest into the confidence to book,” he said.
Asked how airfares and exchange rates influenced Royal Caribbean’s pricing and sales strategy for Malaysians considering a European cruise, Bouldin said travellers would continue to weigh the overall cost of a European holiday, including flights, accommodation, transport and experiences.
“For families planning a long-haul trip, understanding that full picture is especially important. A Royal Caribbean cruise brings together accommodation, dining, entertainment and travel between multiple destinations in one holiday, making it easier for guests to understand what is included and plan their budget.
“While we cannot control airfares or exchange rates, we can focus on delivering compelling value and work closely with our travel partners to help guests choose a holiday that suits their priorities and budget,” he said.
On Royal Caribbean’s deployment strategy amid growing interest among Asian travellers in European cruises, Bouldin said the company adopted a global approach, assigning ships to markets and destinations where they could deliver the best holiday experiences for guests.
“Legend of the Seas brings Icon Class to Europe for the first time, giving Asian travellers the opportunity to discover the Mediterranean while enjoying world-class dining, entertainment and activities for the whole family – all in one holiday.
“Our expanded Singapore deployment of Navigator of the Seas and broader regional itineraries give guests more choice closer to home, complementing our holidays farther afield,” Bouldin said.
He added that Royal Caribbean’s offerings in Asia and Europe catered to different holiday preferences and travel occasions.
“We see these as complementary opportunities, not competing markets. The same guest may choose a short regional getaway over a long weekend and a longer European adventure during the school holidays. Asia remains a significant opportunity, and our focus is on making cruising more familiar, accessible and relevant to travellers across the region.
“Sailing from Singapore, Navigator of the Seas offers convenient ways to discover destinations such as Vietnam and Thailand, while our international itineraries give guests more options farther afield.
“With Legend of the Seas, we are giving Asian travellers another way to experience Icon Class, while showcasing the breadth of what a Royal Caribbean vacation can offer. At the same time, Asia provides convenient getaways from Singapore, offering more opportunities for travellers to discover the region.
“Ultimately, our focus is on bringing guests more choice, more ways to explore and experiences that give them every reason to come back for their next Royal Caribbean vacation.”
Royal Caribbean’s long-term goal was to make cruising a mainstream holiday choice, moving beyond initial interest to become a natural option for travellers planning anything from a short regional escape to an extended European adventure, Bouldin said.
“Guest feedback, repeat travel and how interest in cruising evolves over time are important considerations. Our travel partners also play an important role in helping us understand travellers’ needs and how we can make the experience more relevant.
“Ultimately, we want guests to choose Royal Caribbean again with different destinations to discover and new experiences to enjoy.
“As more travellers become familiar with cruising and the possibilities it offers, we believe that will help build lasting interest and support the continued growth of the market,” Bouldin said.
