Five Years After Launch, Victoria Cruises’ Executive Amenities Revolutionized River Cruising In China
Five years after its launch, Victoria Cruises’ acclaimed Executive Amenities program has revolutionized river cruising on China’s mist-shrouded Yangtze.
In an analysis of 2014 figures, Victoria Cruises has reported that nearly 60% of its U.S. passengers were enrolled in the program, which provides a host of VIP perks from “white glove” service, upper deck placement and access to exclusive ship areas to complimentary Wi-Fi Internet access, shoe-shine service, reserved seating for evening entertainment, exclusive happy hour, and enhanced culinary privileges including wine and beer with dinner (capitalizing on Victoria Cruises’ reputation for gastronomic excellence).
Initially rolled out as a benefit for suite passengers with the launch of the Victoria Jenna in late 2009, the Executive Amenities program has since been introduced across the line’s entire five-star fleet and is now available as an upgrade option for passengers in Superior Staterooms, Victoria Cruises’ most basic room category (all staterooms on all ships feature private balconies).
Each ship was extensively renovated to accommodate the program, a costly process by which entire decks were gutted and replaced to make room for à la carte dining rooms – including separate kitchens on some ships – as well as an extensive overhaul of many staterooms, lobby areas, furniture and carpeting throughout the vessels, among other enhancements designed to update the ships’ look and feel such as elevator installations.
“The launch of our Executive Amenities program coincided with an increase in demand for luxury accommodations from affluent travelers in the U.S. market at the onset of the global recession,” said Larry Greenman. “Overall passenger numbers may have been flat during the period, but suites were selling out in record time,” explained Greenman.
“This led to the natural conclusion that more is not necessarily better and the decision to reduce overall passenger capacity in order to accommodate more Executive Suites – a move that has paid off in dividends,” said Greenman, noting that the shift toward luxury amenities has continued to remain a factor post-recession due to favorable exchange rates which provide significant value to American travelers.
“The program has been hailed as a major success by both our passengers and our industry partners,” said Greenman, predicting incremental growth over the next two years as major tour operators continue to embrace the upgrade option.
As an American-managed company with Western cruise directors, Victoria Cruises knows the needs and nuances of the U.S. passenger as keenly as it specializes in the Yangtze River. This has been a boon for Victoria Cruises as it competes with local lines with its newly renovated fleet of five-star ships and highly professional staff who are trained and equipped to surpass the expectations of discerning Americans.
“We’ve worked hard to ensure that the look and feel of our ships remains at the forefront of river cruising, but our focus remains on the overall experience beyond the facade as even the most elaborate floating palace will get tarnished on review sites if its chefs aren’t able to cook for the Western palate,” noted Greenman.