INTERNATIONAL. Starboard Cruise Services has underlined its focus on the Asian cruise market, where it currently manages stores on ten ships, with more to come.
A recently executed retail agreement with Costa Cruises includes retail operations for Costa’s first ship purpose-built for the Asia market, Costa Venezia, launching in 2019. (Starboard will also be the retail partner for Costa Smeralda, the line’s new-build for the European market.) Starboard is also the exclusive partner for Royal Caribbean International in Asia, currently operating on three vessels in the region and expanding its roster with Spectrum of the Seas’ Asia debut next year.
Starboard President and CEO Beth Neumann told The Moodie Davitt Report: “This partnership enabled Starboard to launch exclusive brand opportunities in Asia, such as the only Cartier stand-alone outlet at sea and the only one to carry both watches and jewellery.”
As reported, in 2017, Starboard debuted first-at-sea concepts in Asia for Dream Cruises’ World Dream. These included the first Tiffany & Co. boutique on an Asian ship, featuring a High Tea with Tiffany luxury campaign. The company has since expanded its Tiffany partnership with a boutique launch on Royal Caribbean’s Quantum of the Seas.
World Dream also hosted the marine debut of a Dior Jewelry and Watches boutique, with private viewing events and trunk shows in celebration of Dior’s 70th anniversary last year. Neumann noted: “To celebrate Dior’s debut, World Dream guests were invited to several events, including ‘Lady Dior,’ an afternoon tea event with entertainment; and a Chinese New Year Limited Edition Private Viewing for specially invited guests. On Quantum of the Seas, we introduced exclusive beauty consultations and makeup seminars.”
She added: “The Asia market responds very well to luxury brands and provides many opportunities to showcase Starboard’s greatest strength, which is exceptional and unique guest experiences designed for the cruise guest. We’re proud to work with Costa Cruises, Dream Cruises, Sky Sea and Royal Caribbean International in Asia.”
She highlighted other leading brands that work well for the cruise concessionaire in Asia. “We’re also continuing with many long-standing partners like Bvlgari and Cartier. Other brand partners that particularly appeal to the Asian market include Ferragamo, Michael Kors, Burberry, Kate Spade, Jaeger-Lecoultre, Omega, and IWC. In beauty, our top brands include SK-II, La Prairie, La Mer and Estee Lauder, and in jewellery, in addition to Tiffany, we feature Bulgari, Mikimoto and Hearts on Fire.”
Neumann said that Starboard had delivered an “outstanding performance” in Asia in the past year, led by what she called its “exceptional retail talent, exclusive guest experiences, and partnership with renowned luxury brands. We outperform the competition by double-digit percentiles.”
She said: “Our onboard staffed is very attuned to the Asian market and trained in our ‘Starboard Way’ philosophy to deliver exceptional guest experiences. The Starboard Way for all of our retail outlets is to capture the attention of our guests through entertainment, discovery, social connection and exceptional hospitality.”
Starboard is launching three new ships in 2018 including Carnival Horizon, with the largest retail space in its fleet, Royal Caribbean’s Symphony of the Seas and Celebrity Edge. Starboard also recently signed multi-year retail contracts for nine Carnival ships; all Costa Europe ships, three Costa Asia ships and three of Norwegian Cruise Lines’ newest ships.
Neumann also highlighted the company’s recent award as DFNI Asia Pacific Cruise Retailer of the Year for 2018. She said: “It is a proud moment as we celebrate a banner year of results during our 60th anniversary year. This recognition validates our position as the leading cruise retailer in Asia, and throughout the world.”
As reported, by 2020, Starboard will manage over 360,000sq ft of cruise ship retail space, with more than 750 brands on over 90 ships.
