The tenth edition of the International Cruise Summit, held on December 1 and 2 in Madrid, focused all its attention on the different strategies of cruise lines to overcome this long period without activity, caused by the Covid-19 crisis, and on how they are preparing to face the restart of their trips.
The congress organizers also had to adapt to these extraordinary circumstances and planned a hybrid event, the first in the cruise industry to be held partially in person in 2020. It could be followed both online and in person at the Meliá Castilla Hotel auditorium, where around 100 attendees gathered. In total, some 600 delegates followed the event from all over the world, setting a new record for the organizers. Speakers included CEOs, presidents, and senior executives from major cruise lines, scientists involved in the development of a COVID-19 vaccine, and other industry players.
The ICS 2020 was inaugurated by Eduardo Dehesa Conde, general director of tourism of the Community of Madrid, Alfredo Serrano, national director of CLIA Spain and Belén González del Val, deputy marketing director of Turespaña.
The sector, which was booming in 2019 and expecting a record-breaking 2020, is suffering an unprecedented crisis. Both European and US governments banned cruises last spring. Currently, only the governments of Italy, Germany, and Greece have lifted these bans and authorized operations with strict restrictions. In Spain, only one cruise line has been authorized to operate in the Canary Islands so far, while Barcelona, the leading port in the Mediterranean, remains without cruise ships.
The protocols developed by medical and public health experts for shipping companies, following the guidelines published by the European Union, EU Healthy Gateways, include, among other measures:
- Covid-19 test for all passengers at the boarding terminal.
- Covid-19 testing for all crew members before boarding, plus quarantine once on board before starting work, and finally, monitoring of their health status and Covid-19 testing every week.
- Passenger capacity reduced to 60% to allow for social distancing.
- Use of masks where it is not possible to maintain distance.
- Ventilation with fresh air filtered by HEPA filters and without recirculation.
- Isolation protocols for suspected cases and isolation areas with independent ventilation.
- And many other prevention and cleaning measures. A revised version of the EU Healthy Gateways guide is currently being worked on and will likely be published by the end of the month.
Professor Gordon Dougan, from the University of Cambridge, one of the world's leading experts in vaccine development, spoke to highlight the key aspects of these scientific processes and how the timelines for the COVID-19 vaccine have been shortened thanks to messenger RNA technology, but above all, due to streamlined administrative processes. He emphasized that the vaccine alone does not solve the entire problem, but must be accompanied by hygiene and preventative measures, as with any contagious disease.
Thus, cruise lines hope to resume at least partial voyages in 2021, implementing the established protocols and relying on an improvement in the global situation thanks to the start of vaccination programs. Executives agreed that a return to 2019 levels of normalcy, with all ships operating in the world's most popular seas, will not occur until 2022. Routes from ports of embarkation accessible by car will be prioritized, as initially there will be fewer flights available and many passengers will avoid flying. Furthermore, there will be greater diversity in ports of call, as it is anticipated that with the implementation of COVID-19 protocols, many will be unable to handle multiple ships on the same day, creating significant opportunities for new destinations. At the same time, the behavior of some ports at the beginning of the pandemic may come back to haunt them, as Michael Thamm, CEO of Costa Group, said, “We must remember that we are one industry. There were ships that were turned away by ports for having a sick passenger on board, not even with COVID, but with fear and anxiety. We have experienced moments where there was no humanity, and our industry must have it.”
For very different reasons, but related to those foreseeable changes in itineraries, we could see Cuba return to cruise routes if the Biden administration allows it, while in Key West, a referendum has rejected calls by large ships.
Shipping company executives also pointed out the need for shore excursion tour operators to implement aggressive policies to prevent coronavirus infections, since it is of little use to have a strict protocol on board if the same care is not taken outside the ship.
On the second day of the ICS, small expedition cruise lines took center stage, as this sector is booming with new shipping companies like Havila Voyages and Swan Hellenic, which are building new ships.
And of course, the voices of tour operators and ports, who have been greatly affected alongside the cruise lines in this health crisis, were also heard. Intercruises presented its innovations in digitalization and how this strategy provides greater flexibility in this changing environment and also helps with the implementation of preventative measures. In the session dedicated to what excursions will be like in the “new normal,” both cruise lines and tour operators emphasized that the priority now is total safety, and that hiring guides capable of maintaining the protocol will be paramount. The adaptations required for excursions increase operating costs, but tour operators have found full cooperation from the cruise lines, and these costs are being shared among the various stakeholders.
The final panel analyzed the different strategies cruise lines will adopt to attract cruise passengers once activity resumes. Support for travel agencies will be key, as will communication and advertising campaigns, where social media has become increasingly important. Furthermore, the marketing of 2023 cruises has been brought forward. Another key point raised by cruise line executives is that they will launch ships as demand increases in order to maintain competitive prices, which will also benefit travel agents in the form of higher commissions.
The International Cruise Summit in Madrid continues to position itself as the key congress of the global cruise industry.
