The Need for A Vacation
According to Gump & Matthews (2000) and Hartig et al. (2013), the growing demands that people endure from their daily jobs to other responsibilities, there is very little time for them to fully recover. As such, workers tend to suffer from accidents, distress, illness and other issues. The costs associated with restoration that is insufficient is rather on the high side in both the short term as far as well as in the long term. Employers are continually seeking ways to improve the lives of their employees by mitigating the problems related to overwork and the like. These provisions that are expressed tend to vary in terms of the types of benefit packages. Yet, they by and large take into account the need for employees to take vacations as often as they can not only because if one is overworked, their work performance tends to slow down and become haphazard, but because vacationing is noted as having a significant psychological effect on everyone.
Hartig et al. (2013) in particular, cite that vacations "can improve one's individual resources through restoration. Vacation can also relax constraints that otherwise [tend] to restrict the ability of a worker to provide support, and it can relax the demands that a worker imposes on others" (p.222). This is due to the fact that vacations are seen and observed as being extremely relaxing and thus, changing the psychological attitudes and behaviors of individuals. Cognitive fatigue as well as stress is put to a halt or at least a minimum when vacations are taken timely and effectively.
When deciding on the type of vacation that one will take when they actually take it, can be quite a daunting decision. This is due in part to the various assortment of things that can be done and the vast destinations in the world that provide a fulfilling restoration for each and every individual.
One particular way that individuals can indulge in a vacation is through taking a cruise. Cruise Critic (2016) explains that there is a type of nourishment quality that cruise vacations that other types simply do not. Whether it's libations of a tropical nature, immersing oneself in the culture of the particular city or region, or shore adventures that allow couples and families to make lasting memories, cruise vacations are effective in resolving the stress and other issues that tend to occur with respect to individuals that work 40 hours or more a week (p.1). There is a considerable amount of cruise lines in operation. When choosing the particular one, consumers need to weigh the pros and cons associated with each. It is imperative that consumers thoroughly and extensively understand what each provides as far as destination potential. Moreover, cost is often reasoned as the main factor behind why certain cruise lines are selected over others.
One of the least expensive cruise lines is Carnival Cruise Line. It is the objective of the company to provide consumers with vacations that are fulfilling, while not necessarily making a huge dent in their pocketbook. The purpose of this paper is to discuss how Carnival Cruise Line can implement a new destination itinerary that provides a substantive and memorable vacation to those within the UK market, but more broadly – the consumer in general.
Carnival Cruise Line
Carnival Cruise Line is an independently run company, originally established in 1972. The company is noted for having one of the largest fleets among cruise lines and is headquartered in Florida. Referred to as the less expensive cruise line, the company wholeheartedly ascribes to the concept that fun and entertainment can be had at a cheaper price. This does not mean that Carnival Cruise Line is anything but spectacular. According to Carnival (2016), it is "the world's most popular cruise line with 25 ships operating [anywhere from] 3 to 16 day voyages to an [array of destinations" (p.1).
The mission of Carnival Cruise Line is to offer and provide vacations to each and every customer. These vacations are meant to be memorable. The cruise is known for featuring both day and nighttime entertainment as well as food and drinks that are delicious. Moreover, the company ensures that every customer feels as home when they opt to embark to a specific destination that the cruise line offers.
Despite the fact that cruise line vacations are anything but inexpensive, consumers enjoy the relaxation dynamics that are presented from these ventures. According to About2Cruise (2013), cruise lines are extremely popular and becoming even more so with younger markets. This includes younger groups of friends, couples as well as families. There is something enticing about these ships. Specifically, cruises tend to offer a pleasurable way to take a glimpse of the world in a short span of time. These cruise lines go anywhere from 4 to 5 countries, or a definitive amount of cities within a certain region (p.1). For this reason, Carnival Cruise Line is in the process of creating a new itinerary completely to cater to UK travelers, who want something unique and different. The purpose of this paper is to discuss this new itinerary and the specifics associated with it.
The Industry as A Whole
DailyRecord.Co.Uk (2015) remarks that in recent years, cruise lines have been shifting their objectives in order to meet the growing demand of passengers worldwide, who want to visit countries and cities on a global level. The UK remains one of the largest cruise markets, and cruise lines are continually offering incentives for consumers to indulge in. For example, many cruise line fares include not only full board accommodation, but also flights, transfers and the like. This is something that was unheard of about 10 to 15 years ago. Cruise lines have been forced to navigate the rather choppy economic waters. Some have offered and even continue to offer additional incentives to make sure that consumers flock to them. In addition to the incentives, many cruise lines have updated and are frequently updating the excursions that are offered. These include innovations such as wave pools, waterslides, climbing walls, shows, casinos, nightclubs and the like (p.1). Companies like Carnival Cruise Line unequivocally understand that consumers want these amenities when they come on board. The idea is that they are not only wanting to visit the precise countries and/or cities, but also wanting to enjoy the adventure along the way.
The New Itinerary
As such, Carnival Cruise Line is proposing a new destination itinerary that focuses specifically on France and the surrounding areas. While it is true that most, if not all cruise lines embark on a journey throughout Europe – many of them focus more intently on Spain and Portugal, beautiful places in their own right. Thus, Carnival Cruise Line believes that with the additional offering of France and the surrounding areas that consumers in the UK market, and in general will partake in the flourishing embellishments that the country – and the surrounding region offer. The focus of the France itinerary will predominantly be on Saint-Tropez and Monte Carlo.
The former is located within Côte d'Azur, which is the coastline of the southern part of the country of France. Saint-Tropez, often abbreviated as Ste. Tropez is breathtaking with its climate, beaches and cultural aspects. Residences Immobilier (n.d.) observes that the location has not lost its potency in the eyes of tourists and residents like. The conditions of the area are immaculate and provide a sophisticated maturity that many destinations, even in France, simply do not (p.1).
The city is also considered to be a playground for celebrities and socialites for its museums, parks, water sports and nightlife. The latter, Monte Carlo, is located in the Principality of Monaco. Perceived as a remarkable area, Monaco, is the perfect complement to that of Ste. Tropez with respect to capturing the essence of luxury for the UK market - and loyalists of Carnival Cruise Line. Monaco sports a significant amount of attractions that include the casino, the opera house, the Oceanographic Museum, Prince's Palace, the cathedral, and Fort Antoine (Visit Monaco, 2016). Presently, there are other cruise lines that offer this as a destination for consumers, but Carnival Cruise Line does not go there. Hence, the research and marketing departments within the company arguably felt that it was time for it to be an offering on the CCL itinerary of destinations.
The Specifics of the Itinerary
Carnival Cruise Line plans to proverbially do it big and create quite the buzz with this new itinerary. To this end, this will include the aforementioned attraction visiting as well as a customized menu associated with both places that are slanted toward the France. On the cruise ship that goes to both Ste. Tropez and Monaco, Carnival Cruise Line plans to offer assorted cheeses, wine varietals, and some regional cuisine such as foie gras, black truffle, drum fish, and prawns. The ship also promises to offer some of the staples of France such as andouillette and quiches, crepes and crème Chantilly. The diet connected to the Principality of Monaco is very Mediterranean. Thus, the cruise line will offer sweet pastries that are key to the region such as Fougasse, Barbagiuan and Socca. Monaco tends to form its diet as a cross between French and Italian. The cruise line will make certain that there are a host of options for consumers to try and delight themselves with.
In terms of the specifications of the ship itself, Carnival Cruise Line will utilize its Carnival Vista ship. The ship itself offers suites, and staterooms with luxurious space and features. There are numerous options including ones for those who want comfort and value, and for those individuals that want more spaciousness in their stay. There is a multiplex on board providing a 3D experience for visuals, a brewery and pub, and what is known as the Cherry on Top, a sweet candy filled store with accessories, an ice cream counter and noteworthy gifts. There is a total of 15 decks for guests to experiences including a promenade and lido (Carnival Cruise Line, 2016).
The idea is for the target market - young couples, groups and the like from the UK and abroad to experience the magic of being at sea with the pizazz of CCL. The length of the cruise will last roughly 14 nights. This is the longest voyage on this particular ship as presently, the ship only lasts about 12 days. The company, however, feels that both places deserve this amount of time. The pricing for the trip will be set at $1,300 average per person. Carnival Cruise Line believes that this is a reasonable vacation given the comforts and features that the destinations offer as well as the current prices of other destinations that the line visits.
Lara (2015) discusses how when selecting a cruise, the first decision that is made is where to go. While the Caribbean is one of the more popular destinations to go, there are other areas that can be explored (p.1). This, in itself is reason enough to select an itinerary that will provide a substantive vacation. The selection of the two venues - Monaco and Saint Tropez is done as to give prominence to the two areas, which are often overlooked in cruise destination itineraries. It appears as though the majority of the cruise lines that indeed visit Europe - primarily focus on Spain and Portugal. This is not necessarily an issue, it just limits an individual's full understanding of the beautiful and immaculate nature of other areas within the continent. Europe is frequently voted and cited as one of the best places to visit and Carnival Cruise Line seeks to expand this sentiment with the offering of the two destination excursion.
Justification for the New Itinerary & Continuing Shifts in The Cruise Industry
Greenwood & Barron (2005) document that one of the more difficult tasks that cruise ship companies face is determining where to go and how much to charge. Given the numerous options that consumers have available to them, there is a need for companies to make these excursions enticing enough for people to want to even partake in them. The typical consumer who opts to take a cruise is over the age of 55 years old, however, in recent years, this has changed dramatically. Cruise tourism, as a whole has evolved significantly as companies like Carnival Cruises and the like have come up with better possibilities in terms of appealing to the psychological tourist. "Different categories of cruises appear to place different emphasis on choosing ports of call. [Additionally], other factors are taken in account when selecting the voyage" (p.6). These factors tend to the ability of the consumer to find a specific area that they can gain something of noteworthiness from as well as the ability of the cruise company to efficiently and effectively ensure that they can engage customers in the selected places.
It is important then for companies like Carnival Cruise Lines to reasonably observe the trends in market data to come up with justification for the aforementioned itinerary. It is reasonable to assume that both Monaco and Saint Tropez are fascinatingly beautiful places, but this is not necessarily justification enough to add them to the itinerary. The best reasoning behind the itinerary of the two destinations is that consumers will be able to visit places that are often not visited unless they are opted to by the conventional consumer (outside of the cruise ship market). Thus, Carnival Cruise Line is doing something that no other company is doing by offering a visit to these two destinations within Europe. Additionally, the time frame associated with the trip is one that will allow each customer on the ship to experience all that both of the places have to offer.
It is true that the cost might be an issue for the consumer, but this price is by all accounts quite realistic in terms of the regions and the fact that consumers tend to pay anywhere between $800 to $2000 for cruise trips to other destinations that are just as beautiful and lively. It is therefore, not unreasonable for Carnival Cruise Line to add this particular itinerary to their collection of packages that consumers can participate in. It is also not unreasonable for the plan to thoroughly and comprehensively lay out to consumers, what they will see should they choose to select this itinerary among the assortment of vacation packages that Carnival offers.
Conclusion
This paper discussed creating a new destination itinerary for Carnival Cruise Line. Specifically, it documented how the company needs to create one that allows consumers to experience the beauty of both Monaco and Saint Tropez. The paper delved into the specifics of what the itinerary will offer as well as provided justification for why there is a need for such an excursion to be implemented.
While Monaco and Saint Tropez are very feasible destinations that Carnival Cruise Line can add to its array, there will be a need for the company to analyze and examine how well the package is doing after a 12-month period. It is true that not all data can be extensively understood after a 12-month period as far as success, but the time frame is practical in the sense that it will provide and offer the company a gauge as to how well the package is being received by consumers in the UK market, and elsewhere. In addition to this, the evaluation will also provide an opportunity for Carnival Cruise Line to assess price, the particulars of the itinerary in terms of onboard entertainment, food, etc. – and tweak any of these based on consumer feedback.
There is a strong likelihood given the nature of both places that the itinerary will be successful in both the short and long run. This is because of the nature of cruise vacations going to destinations that consumers have not ventured to. There is also a likelihood that the consumer will enjoy the fact that two destinations are being focused on in the itinerary, which affords them the opportunity to explore each within a noteworthy amount of time as opposed to going to several destinations and not being able to truly enjoy what the destination has to offer.
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