Retail / news
Carnival UK executive urges brands to capitalise on cruise retail's unique guest access
Cruise retail offers brands extended time to build relationships with guests, a luxury rarely found in other travel retail channels, according to Carnival UK Associate Vice President for Onboard Revenue Susan Reid.
Speaking during a Women in Travel Retail+ webinar titled 'Brands at Sea – A New Retail Frontier', Susan Reid of Carnival UK highlighted the untapped potential of cruise retail. She argued that while cruise ships cannot match airports in retail space, they compensate with prolonged guest engagement.
Reid noted that a typical 14-day cruise includes four full sea days, giving passengers ample time to visit onboard boutiques repeatedly. This extended dwell time allows brands to foster deeper connections with consumers, something that land-based or airport retail often lacks.
Another advantage, she said, is the detailed customer data cruise lines possess before passengers even board. This insight enables more targeted marketing and personalised shopping experiences, making cruise retail a valuable channel for brand building.
Reid also pointed to shifting passenger demographics, with younger and more diverse travellers increasingly choosing cruises. This presents an opportunity for brands to reach new audiences in a captive, leisure-oriented environment.
The webinar session was moderated by Irene Revilla of The Moodie Davitt Report.