‘We Are Working On Special Cruise-Only Rates For India’

Nishith Saxena, head - InterGlobe Cruises talks to Charmaine Fernz about his plans for the new year and the burgeoning cruise industry in India

With the cruise industry gradually emerging in the Indian market, how do you plan to promote the six premium cruise brands in India?

We recognise the fact that outbound cruise market is one of the most rapidly growing segments in the country and we foresee this trend to continue for at least the next seven to eight years. The task ahead of us is to establish InterGlobe Cruises as the most preferred cruise Representation Company in the country. This could be achieved only when we strengthen the hands of our travel trade partners by providing them opportunities to generate incremental revenues. This would eventually result in increased revenues for the cruise lines we represent. We plan to promote each brand for what it has to offer and in the first year our primary focus would be on the three popular brands namely Princess Cruises, P&O Cruises and Cunard as these three brands are best suited to Indian passengers' requirement.

Are there any India-specific packages being devised to cater to this market?

India has been identified as one of the potential source markets in Asia and cruise companies are making visible efforts to lure the Indian passenger. There are special cruise only rates that are going to be introduced shortly for Indian passengers. In addition to this, we are working on some fly-cruise packages for Indian passengers that would make the purchase decision much easier for Indians.

What marketing strategies are being adopted to tap the Indian market?

We have to follow a multi-pronged marketing strategy for establishing these brands in the Indian market. While we would distribute the cruise products through established travel agencies, we need to provide them support through brand building and strategic advertising, direct mails, cruise seminars, joint promotions etc. We cannot opt for a single national strategy on marketing as our experience shows that different initiatives produce different results in different regions. India is so vast and varied that you have to be sensitive to the needs to each region individually.

What are your targets for the coming year?

Our targets for the coming year are more in terms of establishing the brands in the Indian market in the shortest possible time. None of the brands, besides Princess, is established in the Indian market therefore, it would be a huge challenge for us. What I can assure is neither our principles nor us would be satisfied with a double-digit growth.