Great meetings make waves. On cruise ships, that’s true — literally.
Meeting at sea is fast becoming an intriguing option for incentive and corporate groups alike, especially those who want to combine all-inclusive amenities with inspiring destinations and a great value. But if they’ve never hosted a meeting or incentive trip on board a cruise ship, meeting and event planners may wonder how these types of events differ from their more traditional, land-based counterparts — and why they should consider these alternatives in the first place. What should planners expect from a budget standpoint? And what trends can they make use of to bring their attendees the most innovative and authentic experiences?
Here’s what three experts had to say about making sure meetings at sea are smooth sailing.
Current Trends
Meetings on cruise ships are particularly fitting for incentive groups, but corporate and association groups are increasingly using cruises as a venue to build a program that’s a mix of formal meetings or banquets and downtime. That’s because planners are becoming aware of the benefits, largely in pricing.
“A lot of times it’s going to be a cost savings because you have your built-in entertainment and transportation,” said Heather Allen, CEO and co-founder of Mindful Meeting Pros. “Think of it like an all-inclusive hotel.”
They also have the benefit of ensuring attendance for the formal meetings within their programs.
“They’re almost like a captive audience,” said George Gehl, sales director at Corporate Cruise Consultants. “If they’re on the ship, they’re not able to say they couldn’t make it to the meeting.”
Large ocean liners tend to be a popular choice for meetings at sea because of the variety they offer attendees for the cost. Cruise lines like Royal Caribbean, Carnival and Norwegian have large ships with a virtually endless number of shops, restaurants and entertainment options in addition to port activities.
Another developing trend in the world of cruising is river cruising. Leisure travelers have been flocking to river cruises for their more intimate setting and authentic experiences, but these perks have recently been noted by the MICE market, too.
“River cruising from a charter perspective checks a lot of the boxes that the younger generations want as far as a more authentic experience,” said Nataly Horan, founder of Authentic Meetings & Incentives. “As planners are discovering that river cruises do that with this all-inclusive aspect, I think more and more people are deciding to go that route.”
Chartering a river cruise or any other vessel is another option that’s growing in popularity among planners because of the ease it introduces to the planning process.
Horan urged planners to look into pricing before they dismiss the possibility of chartering, including for ships on the ocean. Even luxury yachts might be on par with the price of an on-land, all-inclusive resort.
On-Land Versus At-Sea
Meetings at sea and on land have a lot in common, but there are a few key logistical differences planners should consider when designing a program on a cruise ship.
On large cruise ships, one thing planners must consider is the lack of designated meeting rooms. It’s common for meetings or programs to be held in spaces that aren’t in use during the day, such as restaurants or theaters. This means there are time constraints to ensure cruise staff have enough time to transform the space from meeting room back to its original purpose.
“It’s difficult because you’re working around a ship full of passengers,” Gehl said. “So, the issue is what space is available and when?”
On a chartered vessel, planners can relax a little more when it comes to structuring their programs because their group will have the run of the ship. However, planners will still have to ensure they build in enough time in ports to give their attendees ample opportunity to enjoy their surroundings.
While they may not be able to enjoy the endless flexibility of hotel meeting rooms, planners can typically expect better deals on catering and audiovisual services on a cruise because of the all-inclusive nature and packages.
Cruises also require a few differences in handling attendee travel. In addition to making sure their passports are up-to-date and more than six months from expiring, attendees should arrive to the port of call a day early. Cruises wait for no passenger, and the last thing an incentive group needs is for a delayed flight to cause them to miss out on their hard-earned rewards. Planners can book attendees a hotel in the destination the night before.
Speaking of booking, planners also need to consider how they’ll book the meeting or incentive. While booking directly with the cruise line is an option, the experts recommended booking through a cruise broker, especially if a planner is new to planning on cruises.
“If they’ve not had the experience of booking a cruise, they should work with somebody who does have the connections with the cruise line so that they can learn, and they can walk them through all the different options,” Allen said.
Amping Up the Attendee Experience
Meetings at sea are the perfect reward for high-performing employees, so curating a positive attendee experience should be at the top of every planner’s list of priorities.
Mindful scheduling is the first step to create enjoyable meetings at sea. While many of these cruises are heavily reliant on social time and downtime for attendees, formal programming is often part of the itinerary. Planners must be considerate about when this takes place.
“You try not to have your meetings when the ship is in port, but you wait until the ship is at sea all day,” Gehl said.
That gives attendees enough time to enjoy excursions on land. The good news for planners is these excursions are already planned, and they don’t have to worry about arranging transportation or booking through a DMC like they would with an off-site event at a resort or hotel.
“There’s so much to do that, as a planner, you don’t have to then plan out excursions and transfers and everything,” Horan said. “You just plop everybody into this ship. And whether you want the casino party vibe or a really cool river itinerary that’s all about culture and food and wine, it’s just built in.”
Another common component in programs on cruises is the presence of plus-ones. Like many other incentive trips, cruising is a great opportunity for attendees to bring their family along to pivot the work holiday into a family vacation.
“Because you have the cabin, and it’s all-inclusive, to add on to do double occupancy is not a huge difference in price,” Horan said. “And doing plus-ones is a really easy add-on with river cruising or with charters.”
Another benefit to cruise ship meetings is the potential for upgrading the entire experience, from additional alcoholic beverage packages to individualized room upgrades for attendees.
“When it comes to cabins, there’s all the different categories, all the way from an interior room to a balcony to a suite,” Allen said. “Some people don’t realize there are very, very large suites, and you’re not limited to those tiny spaces.”
