The Disney Wish at Disney’s private island oasis, Castaway Cay. Photo by Steven Diaz

Now that the pandemic has waned and cruising is getting back to normal, more and more meeting planners are turning their sights to the horizon and considering hosting a corporate meeting or incentive trip on a cruise.

“Cruises offer attendees unlimited options and this is what makes cruise meetings wildly appealing to planners and attendees alike,” says Susan Stafford, meeting planner and co-founder of The Event Architects. “In a traditional meeting, a planner must select food for all of the meals, select what drinks are available at the bar and for what periods of time, and choose activities. With a cruise, the food and drink options and timing are limitless.”

As Stafford points out, on a cruise meeting, attendees can have basically whatever they want, when they want. In addition, there are activities at all hours of the day to appeal to many different interests. And there are built-in activity options such as pool, game decks, onboard games and seaside excursions, etc.

“A cruise ship offers more variety and options than a land-based meeting,” Stafford says. “Those who want to watch a musical can do so while those who want to see a comedian will have that option – all the while someone else might be playing a game of pickleball. Also, cruise meetings can be easier for planners because the planner does not have to take into account all dietary restrictions, vet and book

entertainers, or come up with an itinerary. The cruise line does that!”

Cruises also are the perfect incentive offering because the options they provide have mass appeal. For example, according to Stafford, the winner of an incentive cruise is usually given a certificate with certain parameters. One person may choose to take a family of four on a four-night cruise to the Bahamas while someone else could use the same certificate for a seven-night European cruise for two.

“It is a tangible incentive but with flexibility to personalize, making it a desirable reward,” Stafford says.

Celebrity Ascent. Courtesy Photo

Tips & Advice for Cruise Planning

The best part about cruising, the options, can also be a hurdle for meeting planners. “When there is so much to do, a meeting planner must make a concerted effort to provide opportunities for group togetherness, if that is an important part of the cruise for the sponsor,” Stafford says. Meeting planners should plan several group activities, such as a welcome or farewell reception, group tour of the ship, group activity or designated group meet-up times/locations. While some of these may have a small upcharge, many of them are provided by the cruise line at no additional cost. Planners can also have private group excursions in various ports. Cruise lines do have meeting space available and planners must work with the cruise line as early as possible to secure dedicated meeting space or private event space.

Planning a cruise does require a slight mind shift in how a meeting or event is produced. For example, it is important to think about the flow of the program and how it relates to the itinerary of the sailing.

When identifying which type of cruise is ideal for a particular group, Stafford suggests that planners need to consider the itinerary and the port of debarkation/embarkation. Is it centrally located to the attendees or will you need to provide overnight accommodations pre- or post-cruise?

Stafford says, “Cruise itineraries have become as numerous as the dessert offerings at the buffet! Would this group like an educational itinerary focused on culture or ecology, or would they prefer a tropical-based relaxing itinerary? Is the point of the cruise to focus on company bonding and brainstorming, or to offer employees an opportunity to unwind with little structure?” She adds, “Options are limitless so the planners must know their audience and desired outcomes to make the best choice for the group.”

Also, if the group or company orchestrating the cruise meeting or event does a ship “buy out,” it is easy to brand the cruise with corporate logos throughout the ship.

“If the group is part of a regular sailing, the planner should make a conscious effort to brand the event,” Stafford says. “Logoed items can be delivered to the attendee state rooms by the cruise staff. Many ships will incorporate corporate logos into electric signage denoting designated meeting spaces and will also use logos on food items for group dinners. Arrangements must be made well ahead of time but there are plenty of opportunities for corporate branding even without a buy-out.”

It is important to think about the goals of the program. If this is the type of event where people are going to be together and networking all the time, perhaps a smaller ship would be a better choice. Alternatively, maybe this event is intended to be a reward and attendees can explore on their own and only come together for select group functions, in which case a larger ship could work well.

Smaller ships often have smaller or non-traditional meeting spaces, so it may be necessary to find a balance in the size of the ship compared to what is needed for the group size. It is also important to match the ship selection to the demographics, interests, activity levels and travel experience of the event audience. There are cruise lines that offer something happening every minute of every day, and there are cruise lines that are more curated in their options. Understanding what your attendees are looking for will help you select the right ship and design your program to work around what is already offered.

According to Emily Parsons, exchange program specialist at Meeting Professionals International, the biggest piece of advice to other meeting planners would be to look at the full picture and be open minded.

“Often, food is included in the cost of the cruise so you will be saving money in your budget that can be allocated elsewhere,” Parsons says. “I often tell people that these are the types of meetings that create memories for people and I like to think, as meeting planners, we are memory makers.”

Ongoing Innovations At Sea

In recent years, the cruise industry has started focusing on groups, meetings and specialty cruising, dedicating staff to booking and working with corporate groups. As this market continues to grow, Stafford points out that cruise lines are making the changes necessary to become major contenders in the corporate meeting space.

“As the cruise lines become more ‘meeting friendly,’ planners will increasingly turn to cruise meetings as options for unique meetings and incentives,” Stafford says. “The company that plays together stays together.”

With more and more cruise ships coming online, Stafford would expect to see ships further dedicated to corporate and group meetings.

“I foresee more corporate buyouts of full ships. The future for cruise meetings is as vast as the ocean,” Stafford says. “We are just on the cusp of exciting opportunities to come.”

Indeed, Parsons also thinks cruise lines will evolve to really curate meeting experiences for attendees.

“I like to think of Virgin cruises and how, within the last year, they have changed the cruise landscape with their cutting-edge ships,” Parsons says.

Parsons is referring to Virgin Voyages’ goal of providing exceptional (and free) internet access abroad its ships for passengers and crew alike – something that is vital in the world of corporate and incentive meetings and events when connectivity is key.

As mentioned, cruise companies are recognizing the need to entice corporate groups to embark and enjoy all of their offerings. As such, Disney Cruise Line offers a variety of meeting facilities aboard several of their ships, including Disney Wish, Disney Dream, Disney Fantasy, Disney Magic and Disney Wonder. In addition to offering dedicated meeting spaces onboard, Disney also offers guidance to meeting planners and attendees through their shoreside and onboard teams.

In addition, Disney Cruise Lines provides a full-time group services manager and catering team to help corporate meeting planners coordinate all of the nuances of a group event. Also, for presentations, Disney Cruise Line features the high-tech accoutrements needed for gatherings, including Broadway-quality lighting, digital surround sound, and film and video support.

With more than two dozen ships, also referred to as “floating resorts” by many, Carnival Cruise Lines prides itself on offering a variety of itinerary lengths – from three to seven days – which is ideal for corporate meetings and incentive programs. In addition, from Europe to Alaska, to the Caribbean, Carnival also provides plenty of itineraries, conveniently embarking/disembarking at many U.S. ports, a convenience that is embraced by groups of all sizes. And to help corporate meeting and event planners orchestrate well-designed group gatherings, Carnival also offers on-staff event planners and onboard facilitators to help along the way.

Seabourn Ovation. Photo by Filippo Vinardi.

Of course, configurable spaces and venues are paramount for any corporate event. And Celebrity Cruises prides itself on offering unique areas that are perfect for the type of meeting and the number of attendees. Imagine hosting a gathering at the rooftop terrace as moonlight reflects off the beautiful sea. Celebrity recognizes the importance of offering idyllic meeting spaces, to allow attendees to revel in the surrounding atmosphere while getting down to business.

Although cruise companies are as varied as the attendees onboard, most of them offer custom entertainment, as well as custom food and beverage options to tailor to any group’s preference. And most also offer the opportunity to charter a cruise whereby the entire vessel is reserved for the corporate group.

And while large-vessel sea or ocean cruising continues to dominate the itineraries of many corporate and incentive groups, others seek more leisurely experiences. From Victorian crafts to river lore chats, there are several smaller cruise boat options that offer an old-fashioned “showboat” and quiet cruising experience in state-of-the-art vessels, right in the heart of the U.S. Stately plantations, lively cities, and the adventure of exploring Mark Twain’s riverside America, appeal to many attendees, who enjoy gliding along the Mighty Mississippi or the Columbia and Snake rivers at a leisurely pace.

Like its American counterparts, European river cruises ply the Rhine and Danube to visit timeless medieval towns, castles and great Romanesque cathedrals. Even more exotic river cruises penetrate deep into the Amazon Basin or into the heart of China.

Full Speed Ahead

And like most things in the meetings industry, customization within the cruise industry continues to be the trend the meetings industry will see going forward. Instead of large buffet lines, F&B options often include a la carte meal service offering attendees choices. This makes them feel like it is more personalized to them. If you can turn a meal into an experience, even better. In addition, to accommodate more people, cruise lines are offering more types of dining options, as well as entertainment options.

Cruise Lines also offer different types of ships with new ones being announced every year. Now that the pandemic is behind us, people are ready to get out and explore the seas, so holding a meeting or event on a cruise seems to be a natural option.

“When you think of a typical meeting or incentive, you may not think of a cruise, and it is for that reason that I think a cruise is a great option — it’s different and unique, which is something that attendees are aching for these days,” says Mary Davidson, meeting planner for EP Events. “A cruise option captures more attention and offers an atypical environment. I mean, it doesn’t get much cooler than having a group meeting on the ocean! Cruises also often offer attendees all-inclusive options while providing a healthy balance of relaxation and exploration.”

Davidson said, “We co-host an annual retreat and are currently planning for a 2024 retreat cruise. This will be an all-inclusive adult-only cruise mixed with wellness and work, which a cruise naturally offers so we’re excited to take advantage of this!”

Asked her advice for meeting planners, Davidson adds, “Meeting planners should consider who their audience is and if they would appreciate a cruise. We surveyed potential attendees for our cruise and learned about their cruise-specific concerns (like sea sickness) and were able to address these ahead of time and plan accordingly to ease their minds. Cruise Lines are well equipped for travel at sea and it can be a very safe, affordable way for groups to meet and travel.”

She adds that she expects to see more cruises focused on wellness in the future. “Wellness in the workplace is a shift in corporate space (one that I’m totally down for) and I think that we will see more curated activities and experiences both on and off the ship that incorporate wellness more fully.” C&IT