Teri West
This winter, Celestyal Cruises' fleet is sailing in a region that is far from mainstream for the typical American cruiser: the Arabian Gulf.
But North Americans are the exact market that the cruise line wants to see more of, and as Celestyal doubles down on its efforts to draw them in, that means getting Americans on board for both its traditional itineraries through Greece and its newer deployment in the Middle East.
It's a small player in the cruise industry overall, but Celestyal is carving out a unique niche with its specialization in the Gulf. It had its first season there last year with the Celestyal Journey, and this winter it added its second ship, the Celestyal Discovery. It sailed a special Formula 1-themed cruise earlier this month that included a visit to the Abu Dhabi Grand Prix and hosted travel advisors to experience the itinerary.
"The reception we've already seen in the Arabian Gulf has been phenomenal," said John Diorio, vice president of business development for North America.
Winters on the Gulf are the cruise line's plan for the foreseeable future; it already has Gulf itineraries on sale through 2028.
Its summer itineraries are still primarily in Greece, and those tend to have a higher percentage of North American guests, Diorio said.
But the Gulf trips are perfect for experienced cruisers eager for a new region, he said. Those interested in them consider it a bucket list trip, he added.
"What we have found is that they're saying, 'I've always wanted to go to Dubai, and I've always wanted to go to Abu Dhabi and see these places,'" he said.
The line also is looking to trade partners to attract more North Americans across the board, Diorio said. It launched a rebranded version of its advisor training program this month, which is now called Celestyal Stars. The 16 modules take about four hours to complete, Diorio said. As advisors advance within the program, they achieve successive certifications from Bronze to Platinum.
It is also growing its North America-based staff and hosting more fam trips.
"The reality is, our brand is only going to succeed with the help of the travel advisor community in North America, and globally for that matter," Diorio said.