Interview from CruisesNews magazine no. 64 – March 2023
By Virginia López Valiente
He was recently appointed Managing Director of Costa Cruises France, and now oversees three markets: Spain, Portugal, and France. At first glance, the French and Spanish markets are not very similar. What are the different challenges each country presents for growth?
France is one of the company's most important markets in terms of passenger volume. Leading these countries represents a great challenge, but also a great opportunity and an honor.
Without a doubt, the French market is very different from the Spanish market in many aspects, including: there is not as strong a summer season as in Spain; there is also a very different distribution model with a higher weight of OTAs and fewer vertical networks; and the average duration of a cruise is longer than in the Spanish market.
That said, our goal in both markets is to develop a close relationship with travel agents, build customer loyalty, collaborate with authorities and strategic partners, maintain the company's high reputation, and strengthen our brand and product.
Costa Cruises has strengthened its product offering for Spanish passengers by including Spanish cuisine. Is reinforcing this aspect so important for customers from this country? What does this commitment entail?
Spain and its cruise passengers are a market with which we have felt a close connection since our beginnings. Therefore, in order to offer them a product tailored to their needs and preferences, we launched “Spanish Flavors” in 2021. This product achieved even higher satisfaction rates in 2022 than in 2019. We are very proud of this, and for this reason, we have further strengthened this commitment in 2023, extending it to five ships in our fleet: Costa Toscana, Costa Smeralda in the Western Mediterranean, Costa Deliziosa and Costa Pacifica in the Greek Islands, and Costa Firenze in Northern Europe.
The strategy is based on three main pillars: gastronomy, entertainment, and service in Spanish. Cruise passengers will find more Spanish-speaking crew members; extended hours for restaurants and buffets for breakfast, lunch, afternoon tea, and dinner; a new culinary offering featuring national flavors and recipes thanks to the inclusion of traditional dishes like churros with chocolate and gazpacho; and exclusive comedy shows starring renowned comedians from Spain.
Costa has even gone to great lengths with a continuous television campaign to build confidence in booking your cruise. Have you noticed the impact?
What we're achieving with our television campaigns is precisely that: the confidence we give consumers with our All-Inclusive package, where the only thing you should worry about is enjoying the cruise, the onboard experiences, and the destinations, with your partner, family, and friends.
Your company has had to make many adjustments and itinerary changes since the pandemic. Do you believe this is the year of a return to stability?
Last year, we experienced an increase in booking volume similar to pre-pandemic periods. The fact that Spaniards are once again eager to experience cruise travel is clearly evident in the trend of recent months. We can confidently say that the industry is recovering month after month, and we are ready to seize this opportunity with our best offer and our fantastic product, in which we have invested heavily over the last two years.
In fact, to respond to the significant resurgence in demand we are experiencing, thanks to innovations in our unique product and our close collaboration with travel agents, we have decided to add another ship to our Mediterranean operations starting in April 2023. The newly refurbished Costa Fortuna, in which we have invested 8 million euros, will offer two-week cruises from Barcelona or Malaga to the Canary Islands, from Barcelona to Istanbul, from Barcelona to the Greek Islands, and, towards the end of the year, mini-cruises also departing from Barcelona. This new offering complements our existing ships and, thanks to its diversity, appeals to all types of travelers.
Which itineraries would you highlight for this season, and what are Costa's star destinations?
This 2023, the best Costa Cruises itineraries are those that offer a taste of Spain. Guests can enjoy everything from the warmth and vibrant colors of the Mediterranean and the Greek Islands to immersing themselves in the most beautiful and eclectic landscapes of Northern Europe.
From spring to summer, Costa Deliziosa and Costa Pacifica will sail through the Greek Islands, stopping at the wonderful Mykonos and Santorini, and also making stops at other beautiful ports in the Mediterranean such as Venice or Valletta, among others.
In addition, from April to November 2023, Costa Toscana will sail around Italy and France with stops in Cagliari, Naples, Rome, Genoa and Marseille, while Costa Diadema will delve into the charm of France, Italy and Spain through Marseille, Savona, Rome, Ajaccio and Palma de Mallorca, from May to October.
We are very proud of the "Spanish flavor" and for this reason in 2023 we are extending it to five ships in our fleet.
But we don't stop there, the long list of exciting destinations that Costa offers this 2023 is completed with cruises through Northern Europe aboard the Costa Firenze, which, from May to September, will sail among the icy peaks, silent forests and ancient kingdoms of Denmark and Norway.
How many Spanish ports can you embark on a Costa cruise from?
In line with Costa Cruises' commitment to the Spanish market, this year the company's two LNG-powered ships, Costa Toscana and Costa Smeralda, will embark and disembark passengers in Spain, with Barcelona as their main port of call, also stopping in the Balearic Islands to explore the Mediterranean. Meanwhile, Costa Diadema and Costa Fascinosa will have Valencia as their home port, with itineraries that also include stops in other Spanish ports such as Málaga and Cádiz.
On the other hand, while the Costa Firenze will sail from September to November through France, Italy, the Canary Islands, Madeira, and Portugal, departing from Barcelona and calling at Spanish ports such as Lanzarote and Tenerife, among others, the Costa Favolosa will be the ship visiting the most different Spanish ports this year. Departing from Barcelona, it will cruise through France, Italy, and Morocco, also calling at the ports of Málaga, Cádiz, and Valencia.
The newly added Costa Fortuna will call at the ports of Barcelona, Malaga, Palma and several ports in the Canary Islands.
Will you continue to focus on themed cruises like golf cruises?
We are sponsors of the Ryder Cup, the world's most prestigious golf competition, which will be held in Rome in 2023. Our "Cruise & Golf" package, very well received by cruise passengers and golf enthusiasts in the last year, combines a unique golf experience at some of Europe's finest clubs and courses with the relaxation and enjoyment of a Costa cruise. This year, we will continue to take our cruise passengers to the best golf clubs in Italy, France, and Spain, and we have also added this package in the United Arab Emirates aboard the Costa Toscana, offering our passengers, among many other benefits, special onboard service and personalized transfers from the ship to the golf courses.
What is your main winter cruise offering for this year?
This coming winter, cruise passengers will find a wide variety of options to explore all kinds of exotic destinations in the Mediterranean, the Caribbean, Dubai, and the United Arab Emirates.
From April 2023 to March 2024, the Costa Smeralda will offer cruises departing from Barcelona, exploring some of the most historic and beautiful destinations in the Mediterranean, such as Palermo, Rome, Savona, and Marseille, on 8-day cruises. Additionally, from December 2023 to January 2024, the Costa Firenze will offer a similar 15- or 17-day itinerary, also calling at the Canary Islands, Portugal, and Cádiz.
On the other hand, from October to December 2023, Costa Deliziosa will take cruise passengers on a journey to discover firsthand the climate and vibrant culture of Croatia, Italy, and the Greek Islands. Eight-day itineraries will allow them to explore a deep blue sea framed by dramatic cliffs and breathtaking beaches.
And if that weren't enough, while in December Costa Pacifica will sail through the crystal-clear waters of Jamaica, the Turks Islands and the Dominican Republic, and Costa Fortuna will explore the islands of the Antilles; from December to March 2024, Costa Toscana will offer a circular route to Dubai, a destination that combines modern architecture and traditions, with 8-day cruises that will allow you to delve deeper into the land of a thousand and one nights through cities like Abu Dhabi, Doha or Muscat.
What has been your overall assessment so far of your time at Costa España, your main achievement or what are you particularly satisfied with?
It has definitely been very positive, and I also want to say that I have enjoyed it immensely, and I will continue to enjoy it.
If I had to choose one moment, I would pick one of the most beautiful: the christening of our flagship, the Costa Toscana, for the first time in Spain last June. We chose Barcelona to hold the most important ceremony for a ship, and the response from authorities, institutions, partners, travel agents, and the local community was spectacular. It was truly special as it also represented a boost toward recovery after the return to activity that had been paralyzed due to the pandemic. I am very proud of our ability to adapt and the desire of the entire Costa Cruises team to emerge stronger from this extraordinary situation with new offerings such as "Spanish Flavor" and brand-new itineraries.
