With over 30 years of experience in the cruise industry, Bernard has a proven track record of establishing brands and products in the EMEA region. He has also witnessed firsthand the evolution of the cruise industry, having worked for several renowned brands, including Silversea Cruises, Norwegian Cruise Line, and The World, before joining Oceania Cruises in 2005.
Article from CruisesNews magazine no. 63 – December 2022
By Virginia López Valiente
Oceania Cruises is one of Norwegian Cruise Holding's premium brands. Highly destination-focused, it's one of the most renowned cruise lines for its cuisine. With seven small, luxurious ships accommodating no more than 1,238 guests, they sail itineraries around the world, stopping at over 450 destinations. In 2023, they will add a new ship, the Oceania Vista, and in 2025, they will launch the second ship in the new Allura class. We spoke with Bernard Carter, one of their most experienced executives.
This year you're celebrating your 20th anniversary. Is there anything special you're offering your customers?
Yes, 20 incredible years that we want to celebrate with our entire business spectrum, from our guests to our travel partners, both internally and globally within the industry. The most important thing we're doing is launching a new ship in May 2023, the Oceania Vista, which opens a new chapter for the company. We like to say that Oceania is a story, not just a product. Seeing new ships of a new class arrive—since the last one we launched was over ten years ago—sets new standards for our fleet that will take us to a whole new level with this range of products we always offer, allowing guests to enjoy unique experiences. But the most exciting thing about the new Vista is that it elevates the feeling of comfort. There are more private areas, more inviting nooks, smaller dining areas—it's basically much more than just a home away from home. You can travel the world on anything from a seven-day trip to a 180-day or even longer voyage, but what you really want after a long day of sightseeing, excursions, and exploring is to relax and unwind. And when you step aboard our ships, that's exactly the feeling you experience. Now, a new chapter begins, one that will see an evolution of the product. After the COVID crisis, we were able to put the last ship in the fleet back into service this year in April when the Nautica completed its refurbishment. It hasn't been easy, because among all the problems that arose during the pandemic were those affecting the supply chain. Even so, we are delighted to have taken the approach of resuming operations gradually, slowly but surely, so that 2023, our anniversary year, will be the first full year in which we can achieve full occupancy and grow from there.
To celebrate this, we will have a special 20th-anniversary offer on the market in January, which we hope will generate demand and boost the cruise product. This special offer will launch on January 16th and will be available through travel agencies.
One of the company's defining characteristics is its cuisine. Even in recent years, when all companies have focused on promoting onboard dining, Oceania continues to stand out. What's the secret?
some of the best cuisine in the world at sea,
and I think it's because we literally spend all our money on the best ingredients, our people, experimentation, and learning. We don't invest as much in marketing our product because word of mouth is paramount for us. We now have Alex Quaretti as our executive chef, and these master chefs never rest; they're always searching for new dishes and new, better ingredients. There are details we pay attention to that not everyone knows, such as the fact that the bread is made differently depending on the region due to humidity levels. It has to be done differently in the Mediterranean than in Northern Europe, or if you're in the US, the Caribbean, etc. That's the level of detail required to ensure it's always the best. I firmly believe there's a passion for excellence among the chefs and the entire team that sets Oceania apart from the rest. Furthermore, we now have the best technology so they can take orders on a tablet at the table, allowing us to manage available raw materials better and faster. At the same time, it gives the service staff the opportunity to personalize the experience for guests. Now, without masks on board, unless, of course, the destinations dictate otherwise, they can chat with guests and smile.
Frank Del Rio himself has said from the beginning that we are an upper-premium brand, not a luxury brand, not because we can't compete in that segment, but because we are modest as a brand, and our CEO is too. It's better to surprise from that position.
There are more private areas, more cozy corners, smaller dining rooms; basically, it's much more than just a home away from home.
Oceania is increasingly focused on the Spanish market. How are they doing this? How are they approaching this market?
First of all, Spain is an exceptional location for embarkations and ports of call. I myself had an amazing night aboard the Nautica this summer in Seville. It's a beautiful city, and I'm actually going back in the spring with my partner to spend three or four days there. We did a lot in the two days we were there, visiting all the key locations, but I want to spend time exploring them at a more leisurely pace. We are making more port calls in Spain. Barcelona is key for us as an embarkation port. We are putting more activity and investment into the market to gain greater visibility. We work with a small number of key partners in Spain to drive business through the travel agent network. What we have managed to do is develop a sales network with which to work closely and ensure that agents have a genuine opportunity to sell Oceania cruises profitably. Now, we are delighted to announce that we are including flights from Spain starting in January for bookings for the 2024/25 winter season and beyond. The most important thing is that we're setting our airfare prices now, and even if they go up, we won't raise our prices; we won't charge a surcharge. We're also including land programs, both of which are essential for the Spanish market, and we're already seeing their acceptance and return. Both are fundamental to our growth throughout Spain, so we're very pleased, and I'm very happy that we've incorporated them. In practice, it often happens that people want to book the complete package for added peace of mind, not just the cruise.
It's not just in Spain, actually; in countries where we've already incorporated it, like the UK and Benelux, we've seen increases of 30 to 35% in guests who prefer the complete package.
Price stability, since they won't go up once booked, is something that builds trust, and that trust builds peace of mind. Therefore, we're very keen to be able to offer people something that won't create uncertainty in their booking process.
We've also incorporated a fully refundable deposit, which means people can book up to two years in advance, and then, if they change their minds, they can cancel and get a refund. The key is flexibility. We have other options when booking, choose between a drinks package, excursions or onboard credit, again it's your choice.
Tell us about the Oceania Next project that you are about to complete. What does it consist of, and what has the process been like?
Oceania Next is a project to raise the company's standards by improving the entire fleet and the brand itself. This means the way we present ourselves to our customers and professional partners, and the economic improvements we can make in every facet of the business.
We have created the "Connoisseur Cruise Club," which comprises our main partners worldwide, and we are really focusing our attention on them. And I am pleased to say that our Spanish partners are included in the Club. For our customers, we are looking for every opportunity to improve the onboard experience. And part of that has been the refurbishment of the ships. The total investment was planned at $100 million, $25 million per ship, although we have actually spent $40 million per ship. They look stunning; they have been transformed from a traditional English style to a modern, private, and exclusive club style. Sumptuous furnishings, glassware, and modern, contemporary artwork with a classic touch—in short, a very, very pleasant atmosphere. With the Marina, scheduled to be completed in November 2023, the changes across the entire fleet will be finalized as part of the Oceania Next program. But Oceania's next step remains to transform the way we operate. The improved flight schedule we've already mentioned, the dedicated phone lines for different countries, the commercial agreements we have with our partners, and how we will work with them—all of this is included in the program. We are analyzing our entire offering and product for our customers; we cannot and must not stop. There is always something new to offer.
If I had to recommend three or four new destinations or itineraries for Spanish clients, what would they be?
Obviously, South America is very popular in the Spanish market, and I would definitely recommend Japan, which is very popular with us. It's a great destination with a wonderful itinerary, and it's in high demand. People in general are looking to do something different. After the pandemic, they're looking to go somewhere new, to do something different. It seems like now is the time to do that thing you had on your bucket list. I should also mention that we've seen an increase in bookings to Alaska.
The Caribbean is a popular destination for Spaniards. We've added new ancillary services, new ports, and slightly modified the traditional itineraries and shore excursions. They could also choose Mediterranean destinations with our "Go Local," "Go Green," and "Beyond the Blueprint" tours, allowing them to truly immerse themselves in the local rural environment or have a meal with a family—pure destination immersion. You can go to Barcelona and end up doing yoga on a clifftop, or simply go shopping, or walk up Las Ramblas and visit the market. The best thing we're doing now is that we're offering a different perspective through which to see the world they travel in.
What about nationalities? How many different nationalities can we find on board, and what about language?
Multiple nationalities, in fact, and Spanish is one of our key markets, hence the language. Obviously, because with Spanish we cater not only to Spaniards but also to South Americans and North Americans. We have brochures in Spanish, and if you indicate that Spanish is your preferred language when booking, you will be served in Spanish upon boarding, and you will have menus in your language. There is always Spanish-speaking staff on board. Another thing we are doing is a Spanish-speaking escort program.
For many guests, it will be more convenient to have an assistant on board who can handle all their concierge needs, whether they need to book a restaurant upon disembarkation, book a shore excursion in their language, or require assistance with dining options or resolving unexpected travel issues. Whatever they need, and in their language.
The chaperones we have on board act as the central point of contact for guests, ensuring they are well taken care of and return home happy. The entire process we implement with these groups in the required language is designed to guarantee we don't miss out on this valuable market segment, because there are generally more people who prefer assistance than we realize, especially older guests.
And what's the average age of Oceania's guests? Is it different for Europeans and Americans?
Interestingly, they're not very different. Obviously, it varies depending on the cruise destination. The Caribbean is a bit younger. In parts of the Mediterranean, during the school year, the average age drops slightly because of the children, although we don't have many children on board.
I'd say that, on average, it's between 65 and 70. Nowadays, they're mostly recently retired people, who are the most willing to travel of all because they have more time and probably more resources.
You can go to Barcelona and end up doing yoga on top of a cliff, or simply go shopping, or walk up Las Ramblas and visit the market. The best thing we're doing now is offering a different perspective through which to see the world they're traveling in.
Have you noticed that people who travel with Oceania are new to cruising, or do they come to you after having tried other brands?
That's a very good question. Historically, we've never positioned ourselves as the brand that brings people to cruising. This is mainly because people typically enter the cruising world in the family segment. Obviously, there's a much wider range of options, and they're more visible. They pique people's interest. And then, as people travel and evolve, they likely have more resources and look to move upmarket. If we take the NCLH brands as an example, they would start with NCL, then come to Oceania, and then move to Regent.
Even so, what we're seeing now is an increase in new cruisers. Our exclusive club style, the onboard experience, intensive itineraries, very long stays in port, nights at destination, and very few days at sea are attracting new people. While this isn't our primary objective, it's actually reassuring to see that we're becoming the first choice for more people.
