We could say that while Spaniards are newcomers to the cruise sector, there are more mature nationalities.
Article from CruisesNews magazine
The British, along with the Germans, are the most traditional cruisers in Europe, and perhaps the world, along with the Americans. This is possibly because they invented the concept. The vast British Empire and their innate curiosity drove them to embark on liner cruises, fueled by the romanticism of the famous explorers.
No country in Europe has more cruise lines, and CMV is the leading independent cruise line. In developing markets, only large, new ships succeed, but in the UK there is a significant segment of cruise passengers who value the cruise experience above all else.
CMV operates from 14 UK ports.
Some passengers seek a cosmopolitan and open experience with a mix of nationalities because they find it enriching; others, less decisive, want the ship to be an extension of their own home. Food, language, and local customs must always be under control. This applies to companies like Pullmantur, Aida, and the British Cruise & Maritime Voyages, commonly known as CMV.
Cruise & Maritime Voyages emerged in 2009 when TransOcean Tours in Germany went bankrupt. CMV was their representative in Great Britain and redefined the new company, using the popular Marco Polo as its main attraction. Their slogan was to offer an affordable, traditional cruise experience on small ships departing from British ports. The Marco Polo has a legion of fans in the UK.
One of the few remaining ocean liners, it was built by the Russians in 1965 to operate regular routes from St. Petersburg. Highly regarded for having operated for the British Orient Lines before Transocean, CMV aims to replicate the model of the defunct British company. Success was immediate.
Today, they operate from 14 ports across the country, including London Tilbury, Hull, Newcastle, Portsmouth, Poole, Bristol (port and Avonmouth), Cardiff, Liverpool, Dundee, Edinburgh Rosyth, and Greenock, with departures from Dublin, Cobh, Ringaskiddy in Ireland, and Amsterdam. They believe that the smaller size of the ships allows them to offer a more personalized and intimate service—more of a pleasant place than an impersonal floating resort. Over 40% of the company's passengers are repeat customers, and 95% are satisfied with their experience.
Classic ships offer all the ingredients for a traditional, timeless cruise.
CMV is part of the CMV Travel & Leisure Group, with offices in Essex (Great Britain), Adelaide (Australia), and Fort Lauderdale (Florida). It has received numerous awards throughout its history, including this year's Favourite Specialist Cruise Line at the 2018 Wave Awards, as voted by readers of World of Cruising, and Best Ocean Cruise Line Operator for Groups 2018, as voted by readers of Group Travel Organization Magazine.
Returning
to its historical evolution, we must mention that the Astor joined CMV in 2013; a 20,606-ton vessel used for Asian, South African, and Australian routes. Also included is the historic Azores (Astoria) from Portuscale, replacing the Discovery. Between 2014 and 2016, river cruise ships such as the Belvedere, Bellefleur, Bellejour, and Sans Souci were operated, offering cruises on numerous Central European rivers, including the Rhine, Main, Danube, Moselle, Necker, Elbe, Oder, Havel-Rhône, and Saône. Chris Coates stated that the German market was one of the fastest growing and highest-earning, and that its expansion did not affect its market share in Great Britain, but rather strengthened the group. In 2014 the company transported 70,000 passengers, a meteoric growth of 100% since 2010. The Magellan, weighing 46,052 tons, entered service in 2015.
With a capacity for 1,250 passengers, it would be the new flagship, allowing the company to increase its capacity by 40%, to 74,000 passengers. We remember it as the Grand Holiday of Iberocruceros, a ship especially beloved in the Spanish market. It departs on its inaugural cruise to Iceland from the port of London Tilbury on March 15, 2015. The company, with the Magellan, among other voyages, will also offer trips to the Amazon in 2016, combined with the new 54-night Marco Polo route to Brazil, Argentina, Chile, and Tierra del Fuego.
A global company: it has begun selling its products in the Spanish market. Today, CMV has a presence in almost every sea in the world.
In a rapidly growing market like the UK, the philosophy of small and medium-sized ships had to be re-evaluated. Demand had to be met, and so a significant qualitative leap was made in 2017 with the launch of the Columbus, the company's largest ship and current flagship. At 64,000 tons and with a capacity of 1,400 passengers, it is based in Tilbury. The reason for its addition was that 1.9 million people sailed from British ports in 2016, and the company needed to capture a large share of that market. With the Columbus, the company expects to carry 100,000 passengers in 2018, representing 10% of the market.
The company, which is also beginning to market itself in Spain, intends to expand beyond its core British market and internationalize its operations, offering a product exclusively in Spanish for the Mexican market. The goal is to become more global. 2019 will be a landmark year, as it will see the Magallan redeployed to the Pacific coast of Mexico to form a subsidiary called Cruceros Marítimos Vacacionales (Vacation Cruises), dedicated to serving the Mexican market from Acapulco. Forecasts indicate that it will transport 12,000 passengers. Mexico is considered a growing market and an emerging economy with limited options for the Mexican middle class. There is enormous potential.
CMV offers almost all Britons the option to depart from ports very close to their home.
The latest addition to the fleet is the Vasco da Gama, which will begin sailing in 2019 with a 45-night voyage, followed by a second voyage in October 2019 from London to the Americas, crossing the Panama Canal and the Pacific Ocean. This second voyage will be 53 nights, ending in Sydney. The company also intends to maintain its presence in the German market. Therefore, in summer 2019, the Vasco da Gama will operate from Bremerhaven and Kiel under the TransOcean brand. It is worth noting that this is a former Holland America ship, specifically the Statendam, of 55,820 tons.
Operating in Mexico is a new and exciting challenge outside of the British tradition.
Today, the company sails to every corner of the world, from Africa, the Indian Ocean, Australia, the Baltic Sea, the British Isles, European cities, Canada, the Canary Islands, Madeira, Central America, Mexico, the Far East, Greenland, the Fjords, Iceland, the Panama Canal, Spain, Portugal, the Caribbean, and more. And of course, circumnavigations. The Columbus will embark on an exciting 120-day voyage in 2019.
Philosophy
: But what should someone expect when embarking on a ship from this British company? Usually at low prices, it's a traditional cruise, designed to satisfy a mature British passenger who wants the best of British cuisine, afternoon tea, classic cruise experiences like the Captain's Cocktail, and above all, what satisfies the average Anglo-Saxon cruiser, ranging from entertainment based on classical melodies and West End-style shows to cabarets, comedians, and a decent entertainment program. Concerts, recitals, and themed parties are often part of the company's entertainment, sometimes featuring a prominent British figure.
In addition, there are trivia games, bingo, various classes, seminars, and lectures on topics related to each cruise and destination. And single passengers enjoy moderate fares. This is ideal for any cruiser on a budget who appreciates the character of traditional ships over the flashy, and sometimes impersonal, new megaships. It's also perfect for those who value the convenience of departing from British ports and not having to take a plane to reach the ship. Itineraries range from world cruises to short overnight cruises.
Cultural and themed cruises are emphasized, covering maritime history, wine, theater, gardening, and more. Bookstores are an essential part of every ship.
INTERVIEW WITH CHRIS COATES, COMMERCIAL DIRECTOR OF CRUISE & MARITIME VOYAGES
The British cruise market is very demanding. Is it difficult to compete with larger companies like Cunard and P&O, primarily?
All global cruise markets are competitive, and yes, the UK market is especially so. To succeed, it's important to communicate your core brand values clearly and concisely, and to understand who your customers are and what their requirements are. CMV operates the more traditional second-generation tonnage and targets the growing young and mature market that doesn't want to fly from the UK and offers a value-driven proposition for adults only.
Why is cruising on a "classic" ship still an attractive option? What are CMV cruises like?
A growing segment within the mature cruise industry prefers to sail on smaller or mid-sized ships. Generally, these guests appreciate the more traditional aspects of cruising, the maritime experience, and are drawn to our rich focus on the destination.
Strolling along teak promenades, dining together, with an emphasis on set meal times, and preserving traditions such as dressing up for the Captain's Gala Nights and the Baked Alaska Parade, among others, are key elements in creating a more convivial atmosphere and fostering lasting friendships.
In contrast to mega-ships, CMV also offers a much more varied cruise program, providing access to your favorite port, with the option to cruise from 14 regional ports in the UK and Ireland.
Any new construction in mind?
There are no plans at the moment, but you can never say never.
Why should a Spaniard sail with CMV?
Interestingly, while CMV's target audience is largely English-speaking markets, primarily the UK, we are taking on an increasing number of European passengers, including Spaniards.
They are largely drawn to our innovative and appealing range of itineraries, such as our Northern Lights and Iceland programs. Once onboard, many also begin to appreciate the traditional aspects of the CMV product.
Many of our crew members are multilingual, and based on our numbers, we can provide menus in Spanish, daily programs, and shore excursions.
Could you tell me something about the operation in Mexico?
A new company has just been established, with an inaugural one-week program on the Mexican Riviera between January and March 2019. The ship used will be the 46,000-gross, 1,300-passenger Magellan, and it will be based in Acapulco, with embarkation options also available in Cabo San Lucas, Mazatlán, Puerto Vallarta, and Manzanillo. Operating under the CMV Cruceros Maritimos Vacacionales brand, we are offering an authentic Mexican experience, tinged with some international influences, primarily for the Mexican market.
A sales and marketing office has been established in the World Trade Center in Mexico City, and a professional team has been assembled under the direction of John Dennis. John is a fluent Spanish speaker and Vice President of Sales and Marketing for our CMV Americas sales office in Fort Lauderdale. Bookings on transatlantic and Panama cruises via Cozumel are in high demand, primarily from European and North American passengers. This provides a very solid foundation. A 10-day Panama charter operation has also been secured at the start of the season.
While the company's early years were about consolidation, CMV is currently in an exciting phase of internationalization and expansion.
What is the most popular destination for your passengers? Perhaps sailings to Spain from Southampton?
CMV's summer program is predominantly in Northern Europe, and Norway is our number one destination.
Could you explain the company's plans for the future?
We are committed to expanding our business through new vessel acquisitions beyond our current fleet of six ships and continue to review new source markets to support growth.
Is it still viable to be an independent company?
For CMV, it is still viable to be an independent cruise line. As the global cruise market consolidates, with the six major players now accounting for 95% of capacity, being independent has become an important niche.
Understanding and controlling costs is crucial, and this is achieved through our in-house ship management operation in Athens, while simultaneously maximizing all revenue opportunities.
Could you please review the ownership of the ships operated by CMV? Specifically, the Astor, Astoria, and Vasco da Gama?
With the exception of the Astoria, the other five vessels in the CMV fleet are all acquisitions, and the last three—Magellan (2015), Columbus (2017), and Vasco da Gama (2019)—were acquired from Carnival Corporation. The Astoria is a bareboat chartered by the Portuguese bank that took control of the ship after the demise of Portuscale Cruises.
