A surge in new entrants to the cruise market and shifting consumer expectations has sparked a growing need for clear brand positioning in the luxury segment, according to Regent Seven Seas Cruises Senior Vice President and Chief Sales Officer Steve Odell.
In a conversation this week with LATTE, Odell highlighted the word luxury as one of the most “abused” terms in the industry, stating that, as many cruise lines adopt this label, it has become increasingly difficult for consumers to distinguish what truly defines a luxury cruise experience.
“The word ‘luxury’ has been quite overused,” he said. “What really defines luxury in cruising is a few key things: small ships, high levels of service, and exclusive destinations. It’s about space per person, the value proposition, and what’s included in the fare. Not every cruise claiming to be luxury provides the same inclusions, so it’s essential to properly define our product for both customers and travel agents.”
While the term “luxury” is often thrown around to attract higher-end clients, it’s important to set clear expectations about what is actually being offered to ensure satisfaction, according to Odell. “There are a lot of claims about all-inclusive, for example, but not all cruise lines have the same inclusions but still claim it,” he said. “We include excursions. No one else does that. They might include one or two, but we include unlimited.”
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Odell, who relocated from Sydney to Miami last year after returning to Regent in the role of SVP & Chief Sales Officer, will transition to the new role of SVP, International & Consumer Sales for both Regent Seven Seas Cruises and Oceania Cruises on 2 April. He highlighted Oceania Cruises’ current identity shift from “premium” to “luxury” as an example of how the company is providing this clarity.
“It’s a project that is very much happening right now. It’s about making sure that the separation of the values of the two brands is clearly defined because the word luxury is a bit abused,” Odell explained. “There’s a lot of claims on luxury, and if we call Oceania premium, does that mean people perceive us as lower down in the food chain? So we’ve got to make sure that however we define Oceania going forward, that it sits in the right peer group. And that’s what the work in progress is at the moment, trying to define it.”
This clear definition is particularly important as competition in the luxury segment intensifies. Many newer entrants, including prominent hotel brands like Ritz-Carlton, are now pushing into the cruise space, blurring the lines further. However, Odell views this as a positive development. “The hotel companies coming into the cruise market are great for all of us. They bring awareness, especially to people who have never considered cruising before,” he said. “It’s opening up the market and educating new customers, which benefits the entire industry.”
But for established brands, maintaining a distinct identity is key to standing out in this increasingly crowded field, with Odell highlighting Regent’s ongoing efforts to clearly define its luxury offerings. “It’s a balancing act. While we aim to maintain a separate identity for each of our brands, we have to ensure that their luxury value is easily recognisable and differentiated,” he stressed. “Whether it’s our smaller, more intimate ships or the unparalleled culinary experiences we offer, it all ties back to ensuring that customers understand exactly what they’re paying for.”
In addition to providing this clarity, the company is also focused on staying relevant to both current and future customers. Odell referred to the ongoing generational shift in cruising, with younger generations coming into play. “The baby boomers still dominate the market, but we can’t ignore the next generation of travellers,” he said. “We need to be creating experiences that cater to their tastes and interests, whether that’s through more immersive itineraries or enhanced culinary offerings.”
Evolving the offering to cater to this new wave of travellers is therefore a top priority. In line with this, Regent has recently introduced Immersive Overnights, where guests have in-port overnights and multiple days in every port of call on itineraries such as Monte Carlo to Athens aboard Seven Seas Splendor and Trieste to Barcelona aboard Seven Seas Mariner. Meanwhile, culinary enthusiasts will also appreciate Regent’s 12 new Epicurean Explorer tours, offering exclusive, small-group excursions to local markets and access to renowned chefs.
“We’re always looking for ways to enhance the customer experience,” Odell said. “From our culinary offerings to entertainment and immersive itineraries, we’re focused on creating unique experiences that resonate with both new and loyal customers.”
As its demographic shifts, its sales approach must also evolve. And with new agents entering the luxury market, training is becoming increasingly important. “The work being done by people like Danielle Galloway (Global Managing Director – Luxury and Independent Brands for Flight Centre Travel Group), they’re bringing new people into the game. And I think that’s something we really need to immerse ourselves in and ensure proper training,” Odell said. “Additionally, how we sell is constantly evolving, so we must ensure our distribution strategy is aligned and we’re pushing the right offerings.”
