On the eve of Cruise Shipping Miami 2014, network Cruise Baltic has released details of its 2014-2016 Strategy approved at the Cruise Baltic February meeting held in Oslo. Learn more about other Cruise Events including the Med, Asia and Latin America. Click here for details.
Speaking at a press conference held at the Miami Surfcomber Hotel, Director, Bo Larsen presented proudly details of the new strategy, which has been researched and prepared by strategy consultant company Mindsite Academy in collaboration with Cruise Baltic’s Strategy Group. He said: “The mission for the next three years remains the same, to work towards creating easy access to more opportunities. We will utilize the competences in our association and continue to create customer- orientated solutions benefitting primarily the cruise lines operating in the Baltic Sea Region.
“2014 marks Cruise Baltic’s 10th Anniversary - growing from 12 destination in 2004, now to 28 - and significantly we have retained our strategic partner relationships with Scandinavian Airlines and Scandic Hotels. Through our concentrated and ambitious efforts to date we have become a ‘mature’ and innovative network, involving both our partners and customers to come up jointly with successful solutions. Recent feedback from our partners has been at a record high, however, we will continue to challenge the status quo and focus to improve our performance both internally and externally to secure our position as a powerful cruise association.”
Cruise Baltic’s overall strategy for the next three years - to be implemented by the new Director, to be in place by 1st May - will continue to focus on close and intelligent interaction with the target markets – the US, UK, Germany, Italy, Spain, Australia and France – taking advantage of the Global Executive Partnership deal signed with CLIA in November 2013. Cruise lines continue to have the greatest impact on the business, which will be reflected in the annual activity plan. Additionally, B2B media and travel agents within these markets are also prime targets.
With a specific focus on developing Cruise Baltic’s existing, solid platform – built over the past 10 years – key focus will be on the following four strategic areas: Marketing & PR – Shared Standards & Services – Business Intelligence – Cruise Baltic Network.
On top of the strategy, another four specific projects have been identified in order to address specific issues and create customer-friendly and relevant solutions through:
• A Digital Strategy, including design of a new website
• A Destination Tool Box, aimed at providing customers with user-friendly, easy access to marketing materials
• An Edutainment Training Tool, that will present the concept of Baltic Sea cruising in an engaging manner
• An HR Strategy to attract, retain and develop the best skills and competences for the network
Bo Larsen concluded: “In spite of a strict legislative environment, combined with a tough economic climate, Cruise Baltic is particularly proud to be in a position where all partners continue to support the association’s ambitions. Not only focusing on growing the numbers but also to secure existing business for the future and getting a fair share of the future market growth.
“Double digit growth rates in the industry are now no longer reality, so we have to adopt even smarter thinking and more creative ideas to achieve our ambitions and goals.”