Seatrade elements

A view of the cruise industry
A general introduction to the industry covering market structures, relationships and definitions; supply and demand and the balance between them, globalisation, pricing and discounting and the economic impact of cruising.
The elements of the modern cruise industry
This lecture looks at how the modern cruise industry has grown, why it has grown, the characteristics of the current market, consolidation and the current branding profile.
Product distribution
This lecture discusses the distribution process for the cruise product, looking at the role of the travel agent, the impact of technology and the likely future trends.
Cruise ship construction and technology
The goal of the lecture is to give an idea of the cruise ship newbuilding market and evaluation of a feasible and economically sound cruise ship concept. The key element is to understand the ship design and shipbuilding process, which influences not only the capital but also the operation cost elements throughout the lifetime of the ship.
Cruise line marketing
This presentation examines the principles of cruise marketing and looks at ways in which the various marketing profiles of the cruise product must be developed to best meet market needs. It also looks at how to apply market specific factors to a communications plan.
The economics of the cruise line and the cruise ship
How does this impact on pricing and revenues? The lecture covers a brief overview of the economics of the modern cruise industry and contemporary cruise vessels, as an introduction to the main topic of understanding the price strategy of the cruise lines, as well as onboard revenue practices of the cruise industry.
Cruise ship design
This lecture examines the history of passenger shipping; the state of cruising today, the decision to build a cruise ship, the role of design in creating a ship, pre-/post-contract work and the cruise ship of the future.
Globalisation: What forces shape cruise ship deployment?
Cruising has expanded from primarily a Caribbean-based activity to a truly global industry. This segment will look at the extent of globalisation and examine the factors driving it, including growth of the cruise fleet, the need to provide new venues for repeat passengers, the search for new source markets, political and economic factors, societal changes, travel trends, air lift and areas of possible future growth.
The cruise line/port relationship
This lecture discusses the nature of a deployment and market interest in itineraries, whilst looking at a region's ability to create a worthwhile itinerary and related topics such as port facilities, tourism opportunities, transportation infrastructure, the role of the pilot and the ship agent and possible marketing partnerships.
Itinerary case study
Participants divide into teams to plan cruise itineraries for the new (fantasy) destination, the Turquoise Sea. Each team represents a different cruise line and each team member is assigned an executive role: director of marketing, director of marine operations, director of air/sea &land programs or director of revenue planning. Acting in accordance with his or her executive function and objectives, each team member contributes to formulating a winning (feasible, sellable and profitable) itinerary for one, two or three ships of varying sizes and styles. A prize goes to the cruise line designing the best itinerary.
Finance for the cruise industry
The cruise industry is committed to an investment programme of around $15 billion in newbuildings over the next three years. The session looks at how that programme will be financed; the role of the equity markets in cruise ship finance; finance for second-hand purchases and the high-yield bond market.
Cruise ship charters
Cruise ship charter activity has increased dramatically over the last two years. There are now around 30 cruise ships on charter for periods in excess of 14 days. In the absence of a standard form for cruise ship charter parties, what are the key issues that need to be addressed, from the owner's perspective and from the charterer's perspective?
The second-hand market
This lecture looks at newbuilding and second-hand prices for cruise ships and considers the life expectancy of a passenger vessel. The lecture also covers financing considerations, recent sale transactions and market forecasts.
The regulatory environment for the cruise industry
Safety and environmental responsibility are two major challenges for the modern cruise industry. What is the regulatory framework in which they must operate and what changes are likely in the future?
Insurance issues
This lecture covers a wide range of issues such as protection and indemnity insurance, criminal liabilities and punitive or exemplary damages as well as topical issues such as ISM and the Millennium Bug. Particular P & I risks in the cruise industry and other functions performed by P & I Clubs are also covered.
Security
The security dimension to cruise operations and the challenge of providing matching security in port are discussed in this lecture.
Crewing and training
High quality crews are an essential ingredient of a successful cruise product. How will the crewing needs of the expanding cruise fleet be met?
Supplying the cruise industry
The cruise industry's supply needs are complex and demanding, covering everything from sophisticated marine equipment to high quantities of fresh fruit and vegetables. What determines cruise line purchasing strategy?