Interview with Massimo Brancaleoni, “Senior VP of Global sales and revenue at Silversea Cruises”.
- You joined Silversea at the beginning of 2023, what assessment can you give us of this year at the company ?
Last year was a positive one for Silversea. With the introduction of Silver Nova, the first of our innovative Nova-class ships, we experienced a significant increase in capacity, further solidifying our strong growth trajectory of recent years. Our brand growth is aligned with that of the luxury cruise industry, significantly outpacing the expansion of the global cruise industry as a whole. In response to rising demand, this growth presents a significant opportunity. Over the past year, we have refined our market strategy and further evaluated our performance in source markets, allocating resources accordingly. As a result, we have optimized our strategy, maintaining our high value proposition without compromising our position in the luxury segment.
- From a strategic and sales point of view, is it easy to adapt to the luxury market from the mass or mainstream market?
There's nothing easy or difficult in the business world; we simply need accurate and comprehensive datasets, a strong and committed team, and a high degree of collaboration among key stakeholders. At Silversea, we haven't lacked any of that, and for me, the transition has been incredible.
- Can you tell us about Silversea's fleet expansion plans?
The arrival of the Silver Ray in June 2024 concludes—for now—the rapid capacity growth we have experienced over the past three years with the addition of six ships: the Silver Moon, the Silver Dawn, the Silver Origin, the Silver Endeavour, the Silver Nova, and, in 2024, our second Nova-class ship, the Silver Ray. We are constantly evaluating opportunities to further strengthen our fleet, and we will continue to do so with our customers' enjoyment in mind.
- How important is the Expedition area to Silversea's revenue?
With a strongNet Per Diem (NPD), our expedition product is a vital pillar of our brand portfolio. We are constantly developing our itineraries to remain at the forefront of the industry in terms of innovation and to offer the best possible experiences to our guests. In the last three years alone, two incredible ships have joined our expedition fleet: the Silver Origin, our first expedition ship built specifically for the Galapagos archipelago, and the Silver Endeavour, the world's most luxurious expedition ship, which joined the fleet in July 2022. Our expedition product appeals to the curiosity of our most adventurous guests, providing them with enriching experiences in the world's most rewarding—and often remote—destinations.
- Venetian Society is one of the most reputable loyalty programs in the industry. Why do you think that is?
The strength of Venetian Society lies in the family atmosphere aboard each of our ships, the constant communication with our passengers, the wealth of benefits we offer our members, and the importance we place on their needs. We frequently consult our loyal passengers, asking for their opinions on various topics. Besides keeping a finger on the pulse of the market, this fosters a genuine sense of involvement. Their needs and interests drive the evolution of our brand. Our loyal passengers are our backbone, and we are delighted to see this community growing so rapidly.
- It's clear that Silversea has very loyal customers, but the only way to grow is to attract new cruise passengers. How do luxury customers discover a company like Silversea? What is the profile of a Silversea customer?
Our guests are typically seasoned travelers who have seen much of the world. They are curious travelers seeking enriching and authentic experiences that connect them meaningfully with a destination and its communities, allowing them to connect more deeply with the world's most rewarding cultures and landscapes. They also want to travel in comfort. Many new passengers discover the Silversea brand when they are looking for the most immersive and luxurious way to experience a particular destination, such as Antarctica, the Arctic, French Polynesia, or the Galapagos Islands.
We are fortunate to have a visionary leader like Barbara Muckermann, who has spearheaded the implementation of many product innovations in recent years, including, for example, the SALT culinary concept, which appeals to those seeking authentic dining experiences. Unique in the travel industry, SALT offers a 360-degree approach to culinary discovery, with dedicated onboard venues tailored to each destination and a range of authentic experiences on land.
With the Silver Nova and, soon, the Silver Ray, we are introducing game-changing ships in terms of their architecture, their openness to the destination, and their environmental credentials, among other features. This is proving successful in attracting more new customers who are enjoying this new way of traveling.
- How important is the Spanish market to the company?
The Spanish market is one of the most important cruise markets in Europe. We work with major partners in the country. Proof of this is that, knowing how important the Spanish language is to our Spanish passengers, we always have Spanish-speaking crew members on board our classic fleet, and we also have expedition cruises with our highly valued Spanish hosts planned for 2024. We will certainly continue along this path. Considering the regions our expedition ships sail—the Galápagos Islands, South America, and Antarctica—it's no surprise that there are also many Spanish-speaking experts among our expedition team.
- Have you just taken over the company's revenue department? How can revenue be increased by including excursions, drinks, and transfers?
Revenue growth and optimization are achieved through a diverse portfolio of initiatives. We can start with pricing strategy, then implement alternative revenue optimization models and tools, and finally identify opportunities to optimize onboard revenue and future cruise sales. I look forward to identifying these opportunities in collaboration with Roberto Verdino, SVP Revenue Management, and his incredible team. They are truly a valuable asset to our brand.
Follow cruise news at Cruisesnews.es
