Cruise destination. Private islands.
By Virginia López Valiente
Managing Director of Cruises News Media Group and Editor of CruisesNews magazine
Editorial from CruisesNews magazine no. 50 – September 2019
In recent months, we have witnessed a debate surrounding calls for cruise ship restrictions based on overtourism in various parts of Europe. The reputational damage the cruise industry is suffering is rife with misleading messages and misleading rhetoric, which casts a sector increasingly valued as a vacation option in a negative light, despite being increasingly criticized by some media outlets and local governments.
The debate should be resolved sooner rather than later. Banning dockings won't solve a problem they didn't cause. Furthermore, with infrastructure already in place to attract these types of ships, representing a significant public investment, we're once again wasting that money. We need to clearly define our objectives, with a long-term perspective, without leaving such crucial activities for the local economy vulnerable to the whims of various parties or to reports that are either unsubstantiated or lack empirical support.
Meanwhile, companies continue to strive to find alternatives that allow them to provide a unique service to the growing popularity with a thoughtful evolution that offers extraordinary experiences.
In recent years we have witnessed the emergence of several islands as cruise destinations, which will undoubtedly change the business model of excursions and the onshore experience, especially in the Caribbean region.
These islands, mostly owned by cruise lines, are designed to provide passengers with the ultimate island vacation experience. It's worth noting that many passengers have long desired this experience, expressing in their surveys a desire to feel a bit like Robinson Crusoe, but surrounded by modern comforts.
These private islands are idyllic little towns with full-time residents, water treatment facilities, and even a post office. The islands have bars, restaurants, restrooms, shops, first aid, water sports, and luxury cabanas. Every day, before a ship arrives, the island's crew prepares the island, ensuring the beach is spotless.
MSC Cruises is the latest to join the trend, recently opening a private island: Ocean Cay MSC Marine Reserve. MSC already operates other islands in Abu Dhabi and Mozambique. In addition, there are other wonderful islands like Disney's Castaway Cay, where Tom Hanks fell in love with a mermaid in the movie Splash. Royal Caribbean owns several, with CocoCay as its star attraction, as does Holland America's Half Moon Cay, Costa Cruises' Catalina Island, NCL's two islands, Princess Cruises' one, and Paul Gauguin's exotic island in Tahiti, Mohu Matana.
For shipping companies, there are several reasons to own and operate a private island as a port of call.
From a management control perspective, companies can charge fees for activities on these islands, whether through premium meals or equipment rentals. Clearly, disembarking all passengers on company-owned land ensures that the money spent by passengers is channeled back to the company.
In terms of brand positioning, private islands also present an attractive opportunity to offer a brand extension on land centered around the experience.
In terms of logistics, the islands act as a second home port, one that the cruise line manages directly. As cruise lines continue to upgrade existing ships and launch new ones, investing in improvements to an existing island is a way to inject each itinerary with an opportunity for innovation across the entire fleet.
Perhaps the greatest competitive advantage lies in two words: private island, the dream of many mortals.
In such a heated debate about limitations, one thing is certain: shipping companies continue to be at the forefront of reinventing themselves and seeking solutions and alternatives. This should be valued and heeded by regulators for the benefit of local communities.
