Celebrity Cruises has embarked on an initiative to challenge misconceptions about cruising, as a new study indicates that 77% of people have preconceived notions of what a cruise holiday is like.
Statistics show that 41% perceive cruises as expensive, while more than a third (36%) believe they are reserved exclusively for older adults. Furthermore, 22% associate cruises with cheesy entertainment, limited time at any destination, and overcrowding.
However, the company undertook a “perceptual challenge” to demonstrate that cruise vacations have evolved dramatically in recent years. Study participants were shown images of one of Celebrity’s new, award-winning ships, showcasing its innovative design and plethora of onboard experiences, without being told that it was actually a cruise ship.
The results were groundbreaking. More than half (59%) of potential tourists changed their minds about cruises once it was revealed that the images they had been shown were of a ship, with more than three-quarters (78% and 74%, respectively) of Millennials and Gen Z saying they are now completely open to booking a cruise vacation.
To officially celebrate the arrival of the Celebrity Apex in Southampton in May 2024, Celebrity has launched a perspective-changing “visual teaser” on Instagram, under the guise of a new land-based resort dubbed “The Apex Resort” (@theapexresort) in a bold challenge to break preconceived notions about cruising.
This campaign offered potential guests a sneak peek at the new resort, free from preconceived notions or assumptions about cruises. Over the four weeks of the campaign, Celebrity took its followers on a journey of discovery, presenting Celebrity Apex as an alternative to all-inclusive land-based resorts. High-profile influencers and seasoned travelers were captivated, and comments like “Dreamlike” and “So stylish” appeared regularly on the brand’s social media channels.
Celebrity Cruises revealed the true identity of the Apex Resort on July 5th, confirming that it was indeed the Celebrity Apex, a ship that will sail from Southampton for a full summer cruise season in 2024. The Apex Resort page will continue to be updated with new content showcasing current offers and much more.
