Among travelers, there is a small percentage of dedicated and die-hard cruiseline travelers who live for this type of high-end, water-based expedition, bucket-list type of travel. But that's only about 11% of travelers in the world today. A majority of travelers instead opt for more budget-friendly, sustainable, family-centered, inclusive options that don't break the bank or take a year to save for. On the flip side though, luxury travelers who do experience cruises, and expedition cruises at that, say that it's a game-changing, life-changing, people-changing experience.
The Brand Challenge
How does this high-end, expedition-based travel company stand out from competitor cruises and get a loyal fanbase amid the travel industry and during a year like 2020? Reinvent the brand positioning of expedition travel company, map out the full consumer journey; and elevate the cruise brand in the category to increase bookings, reservations, expeditions and overall sales.