Imagine 312 of the biggest names in cruising all in one room, swapping stories and dreaming up the future of holidays at sea. That's exactly what happened at CruiseWorld Asia 2024 on 9 October.
Travel Weekly Asia's annual flagship cruise conference took place at Pan Pacific Singapore on 9 November 2024, with support from an impressive roster of sponsors including Resorts World Cruises, Royal Caribbean International, Penang Global Tourism, Sentosa Development Corporation, Uniworld Boutique River Cruises, and Unearthed Productions; partners Marina Bay Cruise Centre Singapore and Momentus Hotels & Resorts.
The event was also supported by travel associations National Association of Travel Agents Singapore (NATAS), Malaysian Association Of Tour And Travel Agents (MATTA), Association of Indonesia Travel Agents (ASTINDO), Philippine Travel & Tour Operators Association (PHILTOA), Global Tourism Business Association (GBTA), and Thai Cruises Business Association (TCBA).
CruiseWorld Asia 2024 brought together 312 cruise line executives, port leaders, travel experts, and agents.
The conference provided a platform for industry leaders to discuss emerging trends, challenges, and innovations in the Asian cruise market. Let’s dive into some of the key highlights from CruiseWorld Asia 2024:
Changing demographics in Asian cruising
Remember when cruising was all about retirees playing shuffleboard? Well, those days are sailing off into the sunset. Chad Grospe, vice president and managing director for Asia Pacific at Royal Caribbean International, revealed: "Younger cruisers, particularly in Asia, value experiences. They see our ships as destinations in themselves, full of adventure and innovation."
Besides observing the lower average age of cruise travellers in Asia, Grospe noted a trend that's music to travel agents' ears: "We're seeing more multi-generational families opting for cruises, which cater to both younger and older travellers with diverse on-board activities and amenities."
Interest in longer, more experiential cruise experiences
Cruise Leaders Panel Discussion (from left): Lorenzo Diamantini, General Manager, Mediterranean Cruises Travel Agency (MSC Cruises Shanghai); Terence Lim, Vice President - Sales, Resorts World Cruises; Chad Grospe, Vice President & Managing Director, Asia Pacific, Royal Caribbean International; YB Wong Hon Wai, Penang State EXCO for Tourism & Creative Economy, Penang Global Tourism; Xinyi Liang-Pholsena, Editorial Director, Travel Weekly Asia
As the cruise market expands in Asia, travellers are also showing a growing appetite for longer itineraries as well as new ports of calls in Southeast Asia. Terence Lim, vice president of sales at Resorts World Cruises, spilled the beans: "We've seen growing interest in longer itineraries. People want more time to enjoy all the ship has to offer and to visit different destinations."
"We've collaborated with local tourism to provide experiential tours, like for walking tours and heritage trails. We recently collaborated with a local durian provider in Kuala Lumpur and brought durians to the Port Klang Cruise Terminal for guests to enjoy. All these are examples of how offer rejuvenated shore excursions at Resorts World Cruises," added Lim.
The conference also highlighted success stories in cruise destinations. Penang, in particular, has seen a remarkable recovery post-pandemic. YB Wong Hon Wai, Penang State EXCO for Tourism & Creative Economy, reported, "In 2023, Penang saw 1.5 million passengers arriving at the Swettenham Pier Cruise Terminal, marking a full recovery that even exceeds pre-Covid levels." Wong also outlined plans to enhance Penang's appeal as a cruise destination, including infrastructure upgrades and improved public transport links.
Cruise ports adapting to changing cruise line and passenger demands
Port Leaders Panel Discussion (from left): Wattana Choksuvanich, Managing Director, E.A.S. Maritime Agencies; Jeff Bent, Managing Director, Worldwide Cruise Terminals; Alvin Geoffrey Alphonso, CEO, Port Klang Cruise Terminal; Gregory Tan, COO, SATS-Creuers Cruise Services; Xinyi Liang-Pholsena, Editorial Director, Travel Weekly Asia
The evolution of cruise travel is not limited to onboard experiences. In Asia, cruise ports are also adapting to meet changing demands. Gregory Tan, COO of SATS-Creuers Cruise Services, discussed how cruise terminals are innovating in anticipation of bigger cruise ships and more passengers.
To facilitate seamless travel for cruise passengers, the Marina Bay Cruise Terminal Singapore has installed 70 automated border control system gates, as well as special lanes for passengers with reduced mobility, families with young children, and large groups. Tan added, "We're also preparing to bring back the cruise-fly service with Singapore Airlines, Qantas, Turkish Airlines, Lufthansa, and SWISS in 2025."
Sustainability is another crucial focus for ports. Jeff Bent, managing director of Worldwide Cruise Terminals, highlighted the introduction of LNG bunkering as a significant development. "After Singapore introduced LNG bunkering, we'll have our first LNG bunkering event in Hong Kong in December," Bent shared. This initiative allows ports to host newer, more environmentally friendly ships.
Growing prominence of cruises at travel fairs
Travel Associations Panel Discussion (from left): Nigel Wong, President, Malaysian Association of Tour and Travel Agents (MATTA); Pauline Suharno, President, Association of Indonesia Travel Agents (ASTINDO); Michelle Taylan, President, Global Tourism Business Association (GTBA); Arjun Shroff, President, Philippine Tour Operators Association (PHILTOA); Xinyi Liang-Pholsena, Editorial Director, Travel Weekly Asia
Despite the digital age, travel fairs continue to play a crucial role in the industry. Pauline Suharno, president of the Association of Indonesia Travel Agents (ASTINDO), noted that cruise liners offer generous deals and promotions during travel fairs, which help to further stir interest in the cruising as a holiday option.
Nigel Wong, president of the Malaysian Association of Tour and Travel Agents (MATTA), believes in the importance of travel fairs in offering value to consumers, including high-value packages and unique experiences that travellers can't just Google.
AI: The new crew member
The role of technology, particularly artificial intelligence (AI), was a recurring theme throughout the conference. Chan Chee Chong, CEO and co-founder of GlobalTix, suggested that small companies can compete by using readily available AI tools, and Fred Yip, director of Goldjoy Group, highlighted practical uses of AI such as translation services and generating travel content.
Technology Fireside Chat (from left): Chan Chee Chong, CEO & Co-Founder, GlobalTix; Fred Yip, Director, Goldjoy Group; Yeoh Siew Hoon, Founder, WIT
However, panellists emphasised that while AI is a valuable tool for understanding customer preferences and optimising marketing strategies, it should complement rather than replace human expertise. The consensus was that the future of travel lies in balancing technology with the human touch, ensuring that travel agencies remain relevant and competitive in a fast-changing market.
Tapping potential of marketing in the digital age
In a world where everyone's glued to their phones, how do you make cruises stand out? Tan Xue Jing, associate vice president of marketing at Resorts World Cruises highlighted several ways the cruise line has built a following and built engagement in the digital space, from launching a brand mascot named Pin Pin to working with key opinion leaders.
Marketing Panel Discussion (from left): Tan Xue Jing, Assistant Vice President – Marketing, Resorts World Cruises; Mae Chong, Business Development Director, CARMA; Elaine Chan, Director of Marketing Communications, Pan Pacific Singapore; Xinyi Liang-Pholsena, Editorial Director, Travel Weekly Asia
Beyond working with influencers, Elaine Chan, director of marketing communications at Pan Pacific Singapore shared how behind-the-scenes content is one way of engaging followers. "We have found that creating such narrative actually resonates with our audience," she said. From chefs in action to staff stories, it's all about giving potential guests a taste of the experience.