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Thursday, 04 May, 2017, 11 : 07 AM [IST]

‘We prefer to increase the fly cruise market from India’

The latest product from the Genting portfolio, Dream Cruises is receiving positive feedback from the Indian market. Naresh Rawal, VP, Sales, Genting Cruise Lines in an interaction with Disha Shah Ghosh talks about positioning the brand in the India and its differentiating factors.
Q. What kind of feedback have you received from customers and the travel trade for Genting Dream?
A. Genting Dream, the first–ever Asian luxury cruise line has been considered as a very successful brand and a positive deployment for the cruise industry in India. The feedback has been very assertive. We have received great support from the travel trade as well. We look forward to the continuous support with more and more guests coming onboard the cruise, experiencing a perfect blend of the premium luxury with our warm hospitality.

Q. The Diwali port of call by Genting Dream on its maiden voyage garnered much attention. How will this help catalyse the market in India for Dream Cruises?
A. The purpose of Dream Cruises’ Genting Dream halting in Mumbai was to showcase the ship to our travel trade and vacationers planning to experience an Asian luxury cruising for the first time. This definitely has a positive outcome. Our travel partners saw the breadth and depth of Genting Cruise Lines’ products and capabilities. They saw the power of our collaboration through our exciting growth story across Star Cruises, Dream Cruises and Crystal Cruises brands. They felt our passion for delivering exceptional service, innovative experiences, great food and one-of-a-kind entertainment.

They felt the heartfelt Asian hospitality and a genuine international spirit.

The connections and synergies between our cruise brands were strong. At the same time, we were able to showcase each brand with distinct benefit and personality granting a fantastic portfolio of vacation options to our travel partners. This eventually built in trust for the brand and positive word of mouth publicity which reflected in business relationship and brand reputation significantly.



Q. Dream Cruises has just received its firstever recognition, how are you looking at this development in leveraging your strategy further?
A. It’s extremely gratifying to receive first global award under the category of innovation and cruise marketing. This award really depicts that’s Dream Cruises is extremely committed as a brand to serve value for their money to the customer along with continuous steps to explore new and innovative ways to keep building our brand presence and increase awareness of cruising as a vacation option.



Q. Cruising is now becoming an increasingly popular segment with a host of cruise liners now focusing on India. How will Dream differentiate and position itself in the market?
A. Dream Cruises aims to be a pacesetter in the cruise industry in the region, meeting the needs of the ‘emerging generation’ of confident, independent and affluent Asian travellers. Dream Cruises offers inspirational luxury, which is Asian at heart and international in spirit. Dream Cruises is the first ever Asian luxury cruise line & its differentiating factors are:

Q. How is the strategy to promote Dream Cruises going to be different from Star Cruises?
A. Dream Cruises and Star Cruises are two different products offered by Genting Cruise Lines. Star Cruises is a contemporary brand with 6 ships under its fleet appeals to first-time cruise vacationers. The itinerary ranges from 1 night to 3 nights cruising. With increasing demands for longer itineraries, we have recently introduced 5 nights and 7 nights on SuperStar Virgo.

On the other hand Dream Cruises, Genting Dream targets luxury travellers seeking for experience various themed proficiencies. The itineraries are generally long ranging from 2 nights to 5 nights.



Q. Indians still prefer to make bookings through travel agents, how are you educating your trade partners in proposing Dream Cruises to their clientele?
A. We are conducting various series of webinars to educate the travel agents front liners who shall be equipped to sell Dream Cruises. We are also participating in various travel trade events like SATTE, IITT, GPS, etc. We have also participated in team-building activities i.e. cricket match, football, movie screening, cocktail parties and get together on special festivals.

Q. What kind of trade promotional activities have been planned in India for Dream Cruises this year?
A. We are looking at a strong media mix of both B2C and B2B, along with this we are looking at strong joint promotion with NTO’s, PSA and airline partnership to promote our fly cruise programme.

Q. Are there more India sailings planned for Genting Dream? Or plans to include Mumbai in regular itineraries?
A. India is a growing market for us but we prefer to increase the fly cruise market at the moment.





Features of Genting Dream

  • 70% of staterooms offer private balconies, as well as over 100 connecting rooms for larger extended families.
  • Dream Palace accommodations offer some of the most spacious suites in Asia, luxury amenities, priority access and European Butler service.
  • The 18-deck luxury ship showcases over 35 restaurant and bar concepts with a culinary emphasis on Asian food concepts, as well as many international favourites from across the region and around the world.
  • Guests can experience the world’s first Johnnie Walker House at sea.
  • Internationally-acclaimed Australian chef Mark Best brings culinary artistry onboard with his very first restaurant at sea - “Bistro by Mark Best”.
  • The ship offers pools, 6 water-slides, a wraparound 610 mt promenade with diverse indoor/outdoor food and beverage options, bowling alley, duty-free luxury shopping, Asian and Western Spas..
  • Bar 360 spans three-storeys, showcasing non-stop performances by acrobats, dancers and singers.
  • Tributes is a venue with indoor and outdoor space offering signature live shows.
  • Multi-lingual translation capabilities are offered in the theatre, of up to three languages simultaneously, as well as meeting spaces in a variety of sizes, to accommodate MICE groups, both large and small.



disha.shah@saffronsynergies.in
 
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