Cruise Circle has introduced a new brand, Discount Cruises, aimed at tech-savvy customers seeking online-only booking options.
- The idea for Discount Cruises originated in mid-2020 but was postponed to focus on customer retention during the pandemic.
- Discount Cruises offers a fully digital booking platform for users preferring minimal interaction with human agents.
- The platform features 10 initial cruise lines, aiming for inclusive ocean cruise integration in the future.
- Promotions for Discount Cruises will span various online channels, providing instant confirmations and streamlined booking management.
In an innovative move by Cruise Circle, owners Jason Daniels and Danielle Nemeth have launched Discount Cruises, a purely online brand aimed at the modern, technology-oriented consumer. The venture, initially conceptualised in 2020, was delayed due to the pandemic, allowing Cruise Circle to direct their efforts towards maintaining client relations and services.
Discount Cruises’ platform is designed as a self-service option for customers comfortable with handling transactions without human assistance. This strategy reflects the evolving expectations of digital consumers who prefer convenience and efficiency in their travel arrangements. The website will debut with ten notable cruise lines, including MSC Cruises and Celebrity Cruises, with aspirations to eventually incorporate every ocean cruise line that supports digital integration.
Marketing efforts for this new platform will be extensive and varied, taking advantage of the vast online marketplace. By utilising deal sites like Travelzoo, display networks, and affiliate networks, Discount Cruises aims to reach a broad audience. Additionally, customer engagement will primarily occur through email and contact forms, with plans underway to add a chat support function.
Daniels explained the business model by highlighting the clarity and transparency of offering discounts: “We are discounting the price because of how the booking is made, not the product itself.” This approach intends to clearly differentiate the online booking discounts from traditional retail prices, enhancing appeal to the cost-conscious traveler.
Despite sharing ownership, there will be a distinct separation between Discount Cruises and Cruise Circle for consumers. Nemeth assured that Cruise Circle will continue to grow as a full-service cruise specialist, underscoring that there is no overt connection between the two brands in terms of customer perception.
Discount Cruises marks a significant shift towards digital engagement in the cruise booking industry, promising efficiency and transparency for modern travellers.
