Ports instructed to ‘take advantage’ of social media at MedCruise GA

Travel specialist Scott Eddy asserted during the ‘Decoding Charm: Strategies to Integrate Medium Sized Ports into the Cruise Itinerary’ panel on June 13, ‘I don't think there's such a thing as a small-, medium- or large port. It's all about mindset. A small port can actually be a huge port, if they have the proper digital infrastructure in place, if they constantly storytell about the destination, if they're actually trying to reach the world every single day.’ 

The biggest problem, said the world traveller, storyteller and blogger, is companies’ lack of prioritization towards social media and subsequently, inadequate level of resources directed towards it. ‘Social media falls at the bottom because it doesn't produce ROI the next day…’ To support the point, he reminded attendees that cutting communications, including social media, is the first step taken by states facing a coup to thwart civil unrest and rebellion. ‘You're telling me that it can stop a coup, but you can't sell the destination?’ he stated. 

‘On social media, you need to be super active… You need to reach out to people before they reach out to you,’ added the social media guru.  

‘Our lives are ruled by the computer in our pockets. Why not take advantage of it? It's free. And I can tell you one thing: the way social is going, and if you look ahead 24-36 months, social media is not going to be free forever.’ 

‘Communicate what you’ve got’

Having notched up 325 cruises so far, America's most quoted cruise expert Stewart Chiron, aka The Cruise Guy, expressed the view that medium sized ports need to better communicate their unique character. ‘You have some ports, especially in the Caribbean, that came out of nowhere. There's no history tied to it, there's no purpose in going there, and people stay on ships – it's a missed opportunity. 

‘Especially here in the Mediterranean, there's so much history and culture to be shared and enjoyed. It’s just being able to articulate and communicate the excitement that the ports have to offer.’ 

Know your audience

Ambassador Cruise Line is aimed at senior Brits, so for the line’s head of itinerary planning, Giovanna Dipasquale, ‘good…easy infrastructure’ is a major priority. This includes accessibility, and capacity for vessels at berth, with a number of their passengers unable to maneuver in and out of tender boats due to mobility challenges. 

‘We like ports or destinations where they can get on the bus, have a panoramic tour, get on a boat, go on a train, without much walking.’ 

The importance then, Dipasquale advised medium sized ports, is to know who they are targeting and act accordingly, rather than make repeated attempts to attract a cruise line whose requirements cannot be met. ‘Know your clients; choose your clients and make it right for them,’ she advised.  

She explained, ‘Try one product… don't start with everything at once, because then it can be very confusing, and you will not make everybody happy.’ For instance, ‘If you think that you cannot handle big ships, reduce the size or reduce the size with a limit per day or week. 

Plus, ‘it doesn't matter if the area is very nice, you should really have the infrastructure. People need facilities. A pier alone doesn't make a cruise port – a shed doesn't make a terminal.’ 

Collaboration with medium sized ports

Francesco Rossiello, senior manager, deployment and itinerary planning, Holland America Line outlined environmental efforts in support or collaboration with medium sized ports. He told moderator Laura Cimaglia, port & city relationship director at MedCruise, and general and international affairs manager at the Port of Taranto, that HAL aims to connect with shorepower wherever possible. Last month, the line announced the start of a long-term biofuel test on its flagship, Rotterdam, leveraging 100% low carbon intensity biofuel while sailing in the Norwegian World Heritage Fjords. 

To support sustainability efforts, HAL has launched a Fresh Food Programme to source local foods. 

It is further elevating its dining experience by becoming the first global cruise line to receive both Marine Stewardship Council and Aquaculture Stewardship Council certifications, taking the line’s Global Fresh Fish Program to the next level. Rolling out across the fleet since May, starting with Europe, Canada and New England cruises, will be a variety of MSC- and ASC-certified seafood dishes.