Metamorphosis - Cruise Ship Portal

Spend enough time in the cruise
industry and one soon becomes
accustomed to the term ‘floating
resort hotel’. The parallels between cruise
ships and shoreside resorts are difficult to
ignore: numerous leisure activities, a strong
focus on entertainment and an emphasis
on choice.
Embracing the resort concept and
looking towards Las Vegas rather than the
retirement communities of Florida for
inspiration has seen a sizeable shift in the
cruising demographic over the last decade.
Baby boomers are now the key market
sector: younger, more adventurous
holidaymakers than the previous
generation and, even during times of
economic uncertainty, more likely to
embrace the new.
While the cruise experience shares many
facets with the resort hotel, its key selling
point to this group is somewhat different.
Underpinning the concept of the shoreside
resort is the promise of complete escape;
once the gates close behind you, the
outside world quickly disappears from
view. Although offering comparable, if not
superior amenities, the cruise experience
should provide something quite different:
an opportunity for total immersion in new
and exotic experiences.
It could be argued that for too long the
industry failed to fully leverage this unique
selling proposition to its advantage. While
shoreside excursions always
provided a sense
of local
culture
and
Insight > Food & beverage
A taste
of place
Traditionally associated with culinary classics, cruise ship kitchens are now addressing a demand for
menus that reflect the sailing itinerary. Phin Foster hears why producing local cuisine, although posing a
logistical and personnel challenge, should be seen as a huge opportunity for chefs and guests alike.
the promise of foreign sights and sounds,
offerings on board had a tendency to fall
back on the tried and tested.
Nowhere was this more the case than in
the area of cuisine. European brasserie and
North American staples were the order of
the day, regardless of whether one was
sailing in South America, South Africa
or South East Asia, with barely a nod to
local specialities.
Such a conservative approach is
gradually being overhauled as those
coming on board demand a taste of place.
This is a natural progression of the general
‘foodie revolution’ that has already seen
food and beverage options
transformed across virtually all
fleets. Celebrity chefs,
regularly changing
menus and putting an
emphasis on quality
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