On Monday (3 October) Celestyal Cruises launched two fare bands, available on sailings on its two ships in the eastern Mediterranean. It follows an extensive research project the line ran over the summer, consulting past guests, target customers and trade partners.

Speaking at an event on Wednesday (5 October), chief commercial officer Leslie Peden explained: “They told us they want freedom of choice and flexibility and to be able to tailor their experience to their interests.”

Both new fares cover port taxes, fees and port charges, alongside dining, entertainment, daily activities and gratuities. The new Inclusive rate is included in the standard fare, and guests receive select drinks with meals and £65pp excursion credit. 

Those opting for the Enhance package receive a premium drinks package, £130pp to spend on excursions, one hour of WiFi a day and a 25% discount on speciality dining. A new range of drinks packages have also been introduced.   

Itineraries have previously included two set excursions, with the option to purchase additional tours. Guests can now use their excursion credit as part or full payment against tours of their choice. These must be booked before sailing and include the small-group Authentic Encounter excursions, which launched in April. 

Peden said the research found the top reason clients choose to sail with the line is its multi-destination offering. “You can see six destinations in a weekend on our three-night sailings, and that level of intensity is something they really appreciate,” he added. 

Guest feedback has also resulted in visits to Santorini, Mykonos and Crete being extended to become full days on Celestyal’s best-selling seven-night Idyllic Aegean itinerary from next year. The line will also offer two five-night sailings and new four-night sailings for the first time in 2024. 

Trade support

To raise awareness of the changes the line created the digital Our Fares Explained guide, which is being distributed to agents, alongside digital marketing collateral. Each itinerary also now has a dedicated excursions brochure. 

Two fam trips are planned for 2023, and an online training platform will be released in November, giving agents the chance to win a fam trip place. Celestyal is also due to launch online Manage My Booking functionality, which will enable agents to add packages and excursions to existing bookings online. 

In addition, it will introduce online check-in for guests, available 30 days before departure. Once completed they will then receive a QR code to scan at embarkation. 

All pre-bookable items attract 10% commission, alongside each agent’s agreed commission for the cruise booking. UK country manager Jo Reid explained: “These give travel agents the ability to earn more commission, and at the moment that is very important. All of these [new rates and packages] are 100% commissionable for agents and they offer incredible value for money. We think it will be very welcome news for our trade partners." 

Peden said “the majority” of the line’s business comes via agents, and stressed “that will continue to be the case.” He explained that the “vast majority” of clients have never cruised before. “Rather than compete in the traditional cruising space we can create more blue water for ourselves and our travel agent partners, without cannibalising their existing cruise business.”