Celebrity Cruises – Modern Luxury?
What does this mean?
Celebrity Cruises has just launched a marketing campaign called ‘Modern Luxury’ as the tag-line for its fleet of premium class 5-star rated ships.
Is this luxury? I would argue the semantics of this. I think marketing today over promises categorically by many brands but this new campaign might be pushing the envelope. Modern Luxury, according to Celebrity Cruises, is equating the superb décor of many (not all) of its ships and the overall experience to that of driving an Audi. The new ad campaign by this prestigious brand shows old guard luxury and new guard luxury – where it believes it fits.
The fact remains True Luxury exists in today’s cruising World with all-suite, mostly all-inclusive ships that offer travel experiences in the $350-$1000+ per person a day. Luxury ships offer experiences for 200-700 passengers with no lines, no nickel-and-diming, and exclusive travel experiences. Celebrity offers a fantastic cruise experience but most of its 7-day cruises offer lead-in rates for far less than $100pp a day. At this price point this is not luxury but rather mass market…sorry, it’s a fact! I found a 10-day Mediterranean Cruises on Equinox from $869pp and 7-day Caribbean Cruises on Summit from $529pp. This is mass-market pricing and fits most of today’s average traveler’s budget. This is a GREAT VALUE – just not luxury!
Louis Vuitton does not offer fire sale or reduced prices to its clientele. It has a standard and price point that keeps it exclusive-it is luxury. Celebrity ships carry 2000-3000 passengers per ship. How does that equate to Modern Luxury? Celebrity Cruises is FAR from all-inclusive – you pay for everything extra onboard other than most meals, accommodations, and entertainment. How is this Modern Luxury? I’m not beating them over the head but debating an important point of differentiation and perhaps overselling!
The true LUXURY (5-6 star rated) cruise lines in today’s cruise market include: Crystal, Regent, Seabourn, and Silversea (there are some other smaller players but these are the main players).
The true PREMIUM (4-5 star rated) cruise lines in today’s cruise market include:Oceania, Azamara, Cunard, Celebrity, and Holland America
The true MASS-MARKET Contemporary (3-4 star rated) cruise lines in today’s cruise market include: Princess, Royal Caribbean, NCL, MSC, and Carnival
Don’t get me wrong. I love Celebrity ships and think the soon-to-be five Solstice Class ships are BEST IN CLASS – but, in the 5-star premium market. Having exceptional décor and amazing marine architecture doe not make luxury – even Modern Luxury.
Even Oceania Cruises (a line that says unabashedly that it is a high premium class experience) offers smaller ships than Celebrity with a capacity of 700-1200 passengers, offers airfare, pre-hotel stay in Europe, local port transfers, unlimited alternative dining, bottled water, soft drinks, and all coffee drinks and juices included. This line does not call itself Luxury yet, it includes more value.
This is just a point of differentiation between brands.
I don’t want today’s cruise consumer to be completely confused. Celebrity is a GREAT BRAND, has a GREAT REPUTATION, and is a LEADER in the 5-Star premium cruise experience. It’s Solstice Class ships are luxurious in décor and offer a very fine cruise experience but, it is not a luxury travel experience.
Happy Cruising!
Scott, 
Rex, and 
David are discussing.
David 3:32 pm on September 27, 2011 Permalink |
Outside of perhaps Solstice class ships, I wouldn’t rank Celebrity any higher than any mass market line. As you mentioned, the prices are the pretty much the same whether you choose mass market or so-called “premium” lines. What you are really choosing is the type and age of passengers you wish to be with while onboard as well as the newness and features of the various ships. I have had better
food and cleanliness on Carnival Dream over the, say, the Celebrity Summit. The prices were actually lower on Celebrity for a similar one week cruise. Yes, there were more kids on Carnival, but they were well behaved. I don’t feel any more special setting foot on Celebrity and I certainly have never spent more to do so. But, if it’s an ego boost, I say go for it! In the mean time, I’ll continue to look at the individual ships and customer reviews before being brand-conscious regardless of how they market themselves or what demographic they strive to attract.
Rex 7:12 pm on September 27, 2011 Permalink |
I agree that Celebrity is still “Mass Market”. On our last cruise on Royal Caribbean, I started thinking about “how much would I pay?” to avoid some of the problems that mass market will always have: for example, how much would I pay to not have the chaos of the lunch buffet? how much to have a quiet dinner for two once per cruise? how much to have the bartender actually remember what I ordered every night? how much for a chocolate on my pillow? how much for a soft towel? Turns out that those luxury lines seem like a bargain…
Scott 10:08 pm on September 27, 2011 Permalink |
Target and Trader Joe’s belong in the “Modern Luxury” category. An upscale feel without a true luxury cost. Sort of like a Lexus or BMW, very nice, but certainly not a Bentley or Maybach.