Companies Are Entering New Waters With Theme Cruises

Princess Cruises created a chocoholic’s dream sailing last year: 10 luxurious days filled with classes in chocolate cooking and candy making, tastings and a different treat presented each night at bedtime.

It was one of several dozen “theme” sailings offered by cruise companies in 1989, as more ships set sail with a catchy topic in the hope of drawing passengers and setting cruise lines apart from competitors.

Theme cruises “have become more popular as a marketing tool as the cruise industry expands and more ships are added,” said Natalie Kaye, vice president of marketing communications for Cunard Line, whose seven ships include the Queen Elizabeth 2.

The cruise business is one of the fastest-growing segments in the travel industry, having expanded more than 600% since 1970, when about 500,000 people took cruises, according to the Cruise Lines International Assn.

The New York-based industry group said that more than 3.3 million people took a cruise in 1989, and the number is expected to grow to 4 million this year. The trade group expects about 33 new cruise ships to set sail in the next five years.

“As the cruise industry consistently strives to enhance the on-board cruise product . . . individual lines are offering more themes” said James Godsman, president of the association.

“It’s a way to put an edge of distinction, set yourself apart and expand your market to people who might not have considered a cruise,” said Cunard’s Kaye.

Getting a passenger on board who might not previously have thought of cruising is all the more important in the $5 billion-a-year industry, because about 85% of people who take cruises become repeat customers, industry experts say.

The theme cruises aim to attract a diverse audience. According to the trade association, about half of today’s cruise passengers are under 45 and earn less than $35,000 annually, contrary to the common image of the average cruise-taker as a wealthy senior citizen.

“The most successful theme cruises occur when you pick a topic that people have a special interest in but that is interesting to the general public as well, so everyone can enjoy themselves,” said Kaye.

“Everybody loves chocolate,” said Julie Benson, public relations director for Los Angeles-based Princess Cruises. She said the chocolate theme cruise was “very successful.”

Princess’ nine ships offer about a dozen theme cruises annually. Recent cruises featured magic, country music and big bands. A special cruise built around the Academy Awards was hosted by actor Karl Malden.

Cunard theme cruises have offered classical music, theater and sports themes. Its two dozen themes for this year, Cunard’s 150th, include special anniversary cruises and an on-board performance by the London Philharmonic.

A baseball cruise included players from the New York Mets and their wives, who participated in autograph sessions and mingled with passengers.

For a series of “Epicurean voyages” next year, the New York-based company has invited an award-winning chef and renowned vintner aboard to prepare food and select wines.