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Just in case anyone had doubts about whom Celebrity are targeting with their "Always Included" &" New Luxury" branding


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The below slide was on a travel agent webinar and describes who they will be "obsessively"  focusing on and marketing to with their new "Always Included" pricing structure and "New Luxury" branding.  It's Gen-X and they are not ashamed to admit that Baby Boomers are no longer the core demographic they want to attract or retain!  It's all about the $$$$, and they see Gen-X as more profitable per guest/day than any other cohort.

 

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l will be curious where the prices land with this.  Doing true cost comparisons might become easier for all the pre/post promotions they have week to week (this one includes this, this one includes that, this one includes all, this one includes none) but they might soon 'always' be very highly priced.  I do tend to always opt for booking when the drink perk is included but I have never wanted Wi-Fi but I guess now that will be 'included' in the cost.  And I am not naïve to the fact that the 'free perk(s)' of yester days have not been free.  Nor am I their 'ideal guest' 🙂

 

Not sure if all this detail is elsewhere on CC (sorry if repeat) but here is an interesting read on this:

https://cruisetipstv.com/celebrity-cruises-unveils-always-included/

 

 

Edited by poffles
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Gen-Xer's do have a good deal of disposable income, and are willing to spend it.  According to The Points Guy, avg cost for a family of four at WDW:  moderate budget = $5717 for 5 days, $1143pd (not including airfare), and for a luxury budget, $8154, $1630pd (again no airfare).  I realize a cruise and WDW are vastly different.  Maybe they (their consultants) have calculated that some of these parents want a me + a kids vacation.  Remains to be seen.

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17 minutes ago, LGW59 said:

Gen-Xer's do have a good deal of disposable income, and are willing to spend it.  According to The Points Guy, avg cost for a family of four at WDW:  moderate budget = $5717 for 5 days, $1143pd (not including airfare), and for a luxury budget, $8154, $1630pd (again no airfare).  I realize a cruise and WDW are vastly different.  Maybe they (their consultants) have calculated that some of these parents want a me + a kids vacation.  Remains to be seen.

I that that WDW and cruises are closer than you think.  Both are completely contained experiences where there very few, unforeseen surprises.  You check in, relax and eat, sleep and drink basically under one roof.  Many people like the idea of no real planning.  Sure for the price you could rent cars, hotels and do a land based vacation, but that is above  many people's ability to plan.

 

Cruises are floating hotels that happen to stop along the way - 35% of pax never get off (ask the Bahamas).  Plenty of guests never leave the Marriott resort that they are staying at.  This are the people that X wants and those folks have no expectation of "what it used to be"

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I've been saying for years that Celebrity no longer wants the Elite++ passengers who earned that by a slew of Inside cabins and no bar/casino/shorex spending.  The old model had the cabins priced below breakeven to be made up with onboard spending.  X lost money on everyone who just took the cabin.  This new model includes enough extras to make every cabin profitable.  And it also provides the level of amenities that Gen-Xers will be expecting.

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They’ve gotta follow the money to put their post-COVID debt behind them. It may offend some here, but they do have a responsibility to remain finally sound. The amount of debt they have taken on isn’t going to go away with low fares and budget passengers. 

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They won't be able to sustain these prices for non-suite guests unless Princess and HAL also raise their prices dramatically I don't see that happening.  The view Virgin as their closest competitor for the suite guests, so they think they can charge Virgin prices.  I don't think the ship within a ship concept will work to capture the Virgin audience.  

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We have yet to see what Princess and HAL will look like coming out of this.  They were the worst damaged by the virus, and they had tons of bad press over the way they handled it.  Will people remember, and hold it against them?  There is speculation over on those boards that they may be merged – and what marketing would cover that combination?  [Come sail on the camel line – designed by a committee!] 

 

So in a way I'm glad that Celebrity has a clear picture of what they want to be; but sad that that vision doesn't include me.

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I don't think it should be surprising that any forward looking company would be targeting the next generation.   I liked the earlier slide indicating the targeted demographic.   I wonder what attributes they would have listed for us boomers.  Probably not all that much different except we are a lot older!  

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Just now, ldubs said:

I don't think it should be surprising that any forward looking company would be targeting the next generation.   I liked the earlier slide indicating the targeted demographic.   I wonder what attributes they would have listed for us boomers.  Probably not all that much different except we are a lot older!  

ABBA, Beatles, Motown...

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1 hour ago, Velvetwater said:

In time, they might start targeting us millennials and Gen Xers eliters will be peeved.

 

Where have you been.  They were very vocal about targeting you starting 2 or 3 years ago as they were doing Edge.   When that didn't really work out they paid some consulting firm in the UK to tell them that GenX was the answer.   There was an article about this about 6 months ago.  I think it was an interview with LPP.

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7 minutes ago, wrk2cruise said:

 

Where have you been.  They were very vocal about targeting you starting 2 or 3 years ago as they were doing Edge.   When that didn't really work out they paid some consulting firm in the UK to tell them that GenX was the answer.   There was an article about this about 6 months ago.  I think it was an interview with LPP.

I for one am looking forward to seeing how this all shakes out.  I do suites so really has not a lot of impact on me, that said, I will be very interested to how GenX responds.

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This makes sense. Gen X (which I am part of) are people from around age 40-57. Baby boomers older than that likely have already zeroed in on a preferred cruise line and those who are retired may be on a fixed budget and therefore not as likely to spend as much as Gen Xers who are still working with lots of disposable income.

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4 minutes ago, WonderMan3 said:

This makes sense. Gen X (which I am part of) are people from around age 40-57. Baby boomers older than that likely have already zeroed in on a preferred cruise line and those who are retired may be on a fixed budget and therefore not as likely to spend as much as Gen Xers who are still working with lots of disposable income.

Boomer here, 60yo for another 46 days.  I love Celebrity, no plans right now, to change.  I really like their product and service and am overall (not always) satisficed for their price point.  I just feel like I get what I pay for.

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We have loved Celebrity for 26 years and we did not get our tier points in inside cabins.  We have bought AQ class mostly.  I am a bit upset that those of us who were loyal and sailed on no other cruiseline are now being chased away.  We have 3 more cruises booked.  Are they going to be the last?  Time will tell.

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24 minutes ago, WonderMan3 said:

This makes sense. Gen X (which I am part of) are people from around age 40-57. Baby boomers older than that likely have already zeroed in on a preferred cruise line and those who are retired may be on a fixed budget and therefore not as likely to spend as much as Gen Xers who are still working with lots of disposable income.

 

You have a misconception about older people.  Since I retired, I am spending much more on cruises than I ever did while working.  I'm also booking more cruises per year.

 

I'm booking higher categories and willing to upgrade to business class air without using points.  I booked Air Canada Business class to Athens next year for an Azamara P1 aft cabin cruise.  I did book my first suite on Celebrity this year.  Now I'm wondering if I made a mistake. So if I'm not good enough for Celebrity because I'm older, no prob. I don't have difficulty spending my money on their competitors.

 

I do like the Oceania and Azamara cruises I've sailed. I think I might even try Viking.  Guess Celebrity is now for the Gen Xers who believe Celebrity is the best at any price.

Edited by ChucktownSteve
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Just now, ChucktownSteve said:

 

You have a misconception about older people.  Since I retired, I am spending much more on cruises than I ever did while working.  I'm also booking more cruises per year.

 

I'm booking higher categories and willing to upgrade to business class air without using points.  I booked Air Canada Business class to Athens next year for an Aamara P1 aft cabin cruise.  I did book my first suite on Celebrity this year.  Now I'm wondering if I made a mistake. So if I'm not good enough for Celebrity because I'm older, no prob. I don't have difficulty spending my money on their competitors.

 

I do like the Oceania and Azamara cruises I've sailed. I think I might even try Viking.  Guess Celebrity is now for the Gen Xers who believe Celebrity is the best at any price.

 

How fabulous for you. Apparently you missed the word "MAY" when I wrote "those who are retired may be on a fixed budget". I know a number of retired people. A few are quite well off and can spend however they please but the majority are on a fixed budget and have to watch how they spend their vacation dollars.

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2 minutes ago, ChucktownSteve said:

 

You have a misconception about older people.  Since I retired, I am spending much more on cruises than I ever did while working.  I'm also booking more cruises per year.

 

I'm booking higher categories and willing to upgrade to business class air without using points.  I booked Air Canada Business class to Athens next year for an Aamara P1 aft cabin cruise.  I did book my first suite on Celebrity this year.  Now I'm wondering if I made a mistake. So if I'm not good enough for Celebrity because I'm older, no prob. I don't have difficulty spending my money on their competitors.

 

I do like the Oceania and Azamara cruises I've sailed. I think I might even try Viking.  Guess Celebrity is now for the Gen Xers who believe Celebrity is the best at any price.

You always make assumptions of what others think, when it differs from you.  WonderMan 3 is not a kid, he knows from whence he speaks.  Celebrity never said anyone was not good enough, you have made that determination in your own mind.  Go try them all...once you have done that, you and only you can decide if you made a mistake.  Please just don't assume others have when they make their own decisions.

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1 minute ago, WonderMan3 said:

 

How fabulous for you. Apparently you missed the word "MAY" when I wrote "those who are retired may be on a fixed budget". I know a number of retired people. A few are quite well off and can spend however they please but the majority are on a fixed budget and have to watch how they spend their vacation dollars.

 

I live in a 55+ community. We have a travel club with almost 1,000 members that spend a ton of money on the sold out trips and cruises.  How many of those fixed income people you know cruise at all?  How many GenXers are on a fixed budget or have kids so they have to save for their education?

 

Generalizations don't hold water.

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2 minutes ago, ChucktownSteve said:

 

I live in a 55+ community. We have a travel club with almost 1,000 members that spend a ton of money on the sold out trips and cruises.  How many of those fixed income people you know cruise at all?  How many GenXers are on a fixed budget or have kids so they have to save for their education?

 

Generalizations don't hold water.

 

And getting upset on a message board isn't going to change who Celebrity is going to focus their time and ad dollars on...c'est la vie!

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6 minutes ago, LGW59 said:

You always make assumptions of what others think, when it differs from you.  WonderMan 3 is not a kid, he knows from whence he speaks.  Celebrity never said anyone was not good enough, you have made that determination in your own mind.  Go try them all...once you have done that, you and only you can decide if you made a mistake.  Please just don't assume others have when they make their own decisions.

 

14 minutes ago, ChucktownSteve said:

He said, "Baby boomers older than that likely have already zeroed in on a preferred cruise line and those who are retired may be on a fixed budget and therefore not as likely to spend as much as Gen Xers" That's not my assumption that's his words

 He made the incorrect assumption.  You and he have no proof of what you speak. You feel your assumptions are fact.

 

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49 minutes ago, wrk2cruise said:

 

Where have you been.  They were very vocal about targeting you starting 2 or 3 years ago as they were doing Edge.   When that didn't really work out they paid some consulting firm in the UK to tell them that GenX was the answer.   There was an article about this about 6 months ago.  I think it was an interview with LPP.

 

Cruising with an Australian line around Oz and then Norwegian. As I said....no brand Loyalty. Then illness which was fun...

 

They'll always switch up their target market to where the money is. I remember the Edge thing well....I also remember it not interesting me at all as a early 30's cruiser. Virgin may find this feeling too amongst some of my cruising amigos.

 

I had fun on my X cruise in 2015 and I maybe will have fun on the exact same ship next year. 

To me, X's shining points are its food and it's ships are rather good looking too. To be fair, next year could be my favourite cruise of all time but I'll still be looking at 6 other lines as soon as I get home.

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