The Business of Cruising

Meetings and incentive programs are multifaceted undertakings, requiring planners to juggle elements that range from budgets and logistics to satisfying stakeholders and attendees. According to multiple MICE experts, cruise ships offer an ideal solution for planners looking to minimize the complexities while also building engagement. 

“From the attendee's perspective, cruises deliver something people increasingly value: an immersive, multi-destination experience that feels like a true reward rather than another trip,” says Rudy Garza, president and CEO of Brightspot Incentives & Events. “From a planner's perspective, cruises simplify what is often the most complex part of incentive travel: accommodations, dining, entertainment, activities and transportation between destinations. Since all of these elements are integrated into the cruise ship, this significantly reduces logistical complexity while allowing for a much more predictable planning process.”

Built-in event infrastructure

Cruise ships offer an especially convenient setting for MICE groups, according to Sammi Wratten, head of events, EMEA, at Your Event Solutions, an ALTOUR company. “The biggest advantage is having everything in one place,” she says. “Delegates can attend meetings, network, dine and unwind without constantly moving between venues, which makes the whole experience much more seamless.”

That concentration of services and features can also drastically reduce the number of vendors and contracts a planner must manage, according to Denise Ambrusko-Maida, travel advisor and owner of Travel Brilliant. “In terms of internally building the logistics, it’s really easy,” she says. “You don't have to worry about navigating hotel room blocks, conference space and catering. It's all in one spot. The nicest thing about cruise-based meetings and incentives is that many ships have built-in conference space.”

Making use of cruise facilities — as opposed to land-based convention centers, hotels and other event space — can also generate substantial savings, according to Joyce Landry, CEO of Landry & Kling. “There is low cost or no cost to actually hosting your meeting,” she says. “If you have a simple meeting and simple AV, it's literally no cost for that.” 

Even when paying for the use of an onboard venue, the cost is still advantageous, Landry added, noting the convenience of hiring the ship’s technicians. “You don't have to bring your own, just hire the ship's technicians at a low rate,” she says. “You’ll run a very professional and slick meeting on board, at a fraction of the cost because you're not having to build up a stage. You don't have to build up a ballroom. Seating is already there. This makes it very, very cost effective.”

And that’s not all. Cruise lines often provide group amenities, credits, cocktail receptions and complimentary berths based on the number of cabins sold. “We go to bat for our customers,” Landry says. “A lot of times the cruises work on a point system, and we'll get as many points as we can. So, they can take those points and use it for purchasing wine in the cabin or purchasing a short excursion for everybody. There are benefits that we can negotiate to make sure that they have a nice package of included amenities.”

The pleasures of predictability

Since so many components are bundled in a group cruise program, the all-in-one pricing often makes it easier to manage budgets, according to Wratten. “From a budget perspective, cruises can offer great value because accommodation, meeting space, dining, entertainment and travel between destinations are all included in one package,” Wratten says. “This makes costs much easier to forecast, reduces the number of suppliers to manage and often cuts down on additional expenses that can quickly add up with a land-based event.”

Garza agreed that cruise packages often provide greater budget clarity than other types of meetings and incentives. “This makes budgeting far more predictable, reducing both financial surprises and administrative burden,” he adds.

Cruise groups may also carry less attrition risk than traditional hotel blocks, according to Ambrusko-Maida. “If you do cruising, as long as you get your eight or 10 cabins, depending on the cruise line, you've got a group,” she says. “You’re not getting penalized, so the ROI is so much better in that there's less risk.”

The variety of cabin categories are an additional selling point, since this allows one MICE program to accommodate participants with diverse budgets, organizational status and personal preferences. “You’re coming in at multiple price points,” Ambrusko-Maida states. “The nice thing is that you can have people at all levels of their career participate, because there is something for everyone.”

When it comes to incentives, Garza says that the total investment of an all-inclusive cruise is generally comparable to an incentive program at a premium all-inclusive resort in Mexico or the Caribbean. But he stresses that’s not the only way to judge the value of the incentive program.  “The best ROI is not measured by what you spend,” he says. “It is measured by what attendees remember and what behaviors change afterward — so, beyond ROI, an incentive cruise can also help achieve ROE — experience — and/or ROO — objectives — by strengthening engagement and creating emotional connections within the group.”

Wratten echoes that sentiment. “The return goes beyond just the financials,” she adds. “Because the experience feels more unique and rewarding, attendees are often more engaged, spend more quality time networking and building relationships and leave with stronger memories of the event.”

Encouraging connection

The self-contained nature of a cruise ship makes it easier to keep attendees together, according to Landry. “It brings people together in a way that’s hard to do in a resort,” she says. “It’s that adage that you're all in the same boat together. You’re going to be around the same people, but in an environment that's very cordial and very much fosters communication and togetherness.”

Wratten agrees that the relaxed environment encourages meaningful interactions — even outside of the structured schedule. “Cruises make networking feel much more organic, as attendees spend time together throughout the journey rather than just during scheduled sessions,” she explains.

Ambrusko-Maida has witnessed attendees organize a variety of activities together through social media and messaging groups. “Outside of the structured time, we see casual meetups,” she says noting the popularity of excursions, dinners and impromptu gatherings. 

Private onboard events, scavenger hunts, coffee meetups and destination excursions can further strengthen connections. “Karaoke always seems to bubble up to the top,” she says. “We’ve found in every group that there's at least one singing superstar.”

Cruise programs can also incorporate meaningful social-impact experiences, according to Landry. “We've had really good success combining social responsibility with meetings,” she says, noting the success of a post-hurricane charter during which attendees helped restore schools, playgrounds and homes across several islands. “It’s probably going to be a legendary meeting for that company. They’ll remember that forever.” 

Whether attendance is obligatory or optional, cruises can boost enthusiasm and engagement, according to Wratten. “It feels less like attending a conference and more like being rewarded, which naturally drives higher attendance and engagement,” she points out. “Visiting multiple countries or cities in one trip, exploring new destinations with colleagues and enjoying experiences that many people wouldn’t normally book themselves all add to the excitement.”

Virgin Voyages Takes Its MICE Model to the West

Virgin Voyages has expanded in a big way this year, launching its first itineraries on the West Coast in April. Brilliant Lady now offers an adults-only cruise experience along the Pacific Coast and as far north as Alaska, providing meeting and incentive planners with enticing new options, according to David Gadson, senior sales manager, events and experience at Virgin Voyages.

Gadson stresses the advantages that Virgin Voyages offers for MICE groups — especially when compared to hotels. “What differentiates us, from a hotel perspective, is that we really are a hotel — but a traveling hotel,” he says. “We have premium accommodations, award-winning food, award-winning shows, great entertainment and fitness classes included. Pricing is all bundled. We have an operations team. It’s one-stop shopping.”

Indeed, Virgin Voyages positions itself as a group-friendly alternative to both convention hotels and more traditional cruise products. Its four-ship fleet is exclusively for adults, while dining, WiFi, group fitness classes and entertainment are included in the pricing. The company estimates that the bundled components represent more than $1,000 in value per attendee.

Brilliant Lady exemplifies how the cruise line serves the needs of today’s cruise passengers, with expanded wellness programming that includes new fitness experiences, themed cycling classes and recovery-focused beverages. 

Virgin Voyages offers facilities and options for everything from small group meetings and incentive programs to full-ship charters that accommodate more than 2,700 attendees. Complimentary meeting spaces and basic audiovisual equipment can help reduce production costs, and groups also receive one complimentary cabin for every 10 booked. A dedicated operations team coordinates details on land and at sea, and a 72-hour name-change policy provides flexibility when attendee rosters shift.

Cuisine is another differentiator, according to Gadson. “On some other lines, you have specialty restaurants. With Virgin Voyages, all of our restaurants are considered specialty restaurants — and they’re all free of charge.” 

Customization makes it easy for planners to tailor program components including private events, dinners, shore excursions and wellness activities, Gadson adds. “If a group wants to do a customized private excursion, we can arrange that for them,” Gadson says. “We're here to make it as easy as possible, and customization is one thing we do very well.”

Click here to learn more about planning your next event at sea with Virgin Voyages.