Businesses of all kinds are constantly looking for ways to reward and motivate their teams. Whether that’s an awards ceremony, a happy hour, or some extra time off, businesses are thinking outside the box in regard to employee recognition. In order to do so, planners are looking for options that include exciting destinations filled with fun activities that meet guests’ personal preferences. What’s one potential solution? Cruise ships.
While cruising might initially come to mind as a family-friendly vacation option, cruises are packed with creative and exciting amenities that are a great choice for employee recognition events. So it comes as no surprise to learn that there’s been an uptick in destination events aboard cruise ships. If you’ve never considered hosting an incentive program at sea, now might be the time to do so.
Quick Links
- The Rise, Fall, and Rise of Cruise Ships
- What Do Attendees Look For During Destination Events?
- Benefits of Cruise Ships for Destination Events
- Considerations For Destination Events at Sea
- How to Ensure Your Destination Event Goes Smoothly
The Rise, Fall, and Rise of Cruise Ships
If there’s one aspect of the events industry that has seen a unique history, it’s the use of cruise ships for incentive and destination events. In the early days of cruising, ocean liners primarily served as a means of transportation rather than a vacation option. It wasn’t until the 1980s and 1990s when the cruise industry underwent a period of rapid growth and innovation when ships became larger and more sophisticated, offering a wide range of onboard activities and facilities.
This era saw the transformation of cruise ships into floating resorts, complete with conference facilities, meeting rooms, and state-of-the-art audiovisual equipment and event technology. As a result, this transformation attracted the attention of corporate planners looking for unique venues for meetings and events.
Eventually, the concept of "meetings at sea" gained popularity as companies discovered the benefits of combining business with leisure in an all-inclusive setting. The all-in-one nature of cruise ships – with accommodations, dining, entertainment, and meeting spaces all in close proximity – proved to be an attractive proposition for corporate events.
However, the 2020 global pandemic halted this momentum as concern grew regarding the health and safety of passengers and staff aboard cruise ships. Major cruise liners canceled trips as a result of coronavirus outbreaks and changing travel restrictions. In 2021, cruise ships in Miami were still at a standstill.
But today, a few years from the start of the pandemic, cruising is making a comeback, and this holds true for the events industry. Today’s cruise ships have reevaluated their health and safety protocols in accordance with CDC guidelines to ensure the health of their passengers. These new safety measures include improved sanitation, new training for medical staff, and new protocols for potential outbreaks.
Freddy Muller, AVP, Global Corporate Meetings Incentives & Charters Sales at Royal Caribbean International explains, “Initiatives we’ve taken to enhance onboard safety and health measures include the installation of hand sanitizing stations throughout all our ships’ common areas, venues and restaurants, and the introduction of Muster 2.0, an innovative, first-of-its-kind program designed for large groups of people that reimagines the traditional safety briefing into a faster, more personal approach, encouraging higher levels of safety.”
When onboard a cruise ship, passengers will find hand sanitizing stations virtually everywhere. It’s also common to see staff members thoroughly cleaning cabins, pool decks, and dining areas throughout the day. Some might even be lucky enough to be greeted by Royal Caribbean's viral Washy Washy character, reminding everyone of the importance of good hygiene while encouraging a laugh or two on their way into the dining room.
Despite the pandemic's impact, cruising has made a strong comeback. Cruise lines are once again welcoming passengers aboard to explore the world and enjoy their time at sea, as perceptions of cruise ships gradually return to their pre-pandemic state.
Muller also stated, “Royal Caribbean anticipates a surge in meetings and event bookings in the upcoming years, driven by an increasing demand for incentive trips, a wide range of onboard programs, our value proposition, and ideal team-building facilities, including private destinations like Perfect Day at CocoCay [Royal Caribbean's private destination in the Bahamas]. Cruise-based events truly offer a compelling value proposition, making them an attractive choice for event planners.”
What Do Attendees Look for During Destination Events?
If there’s one thing we’re confident about when it comes to incentive travel, it’s the ability for these unique travel experiences to boost motivation among attendees. This, in turn, offers significant value to businesses seeking to empower their teams to push boundaries and achieve success.
In fact, according to the 2024 Attendee Preferences for Incentive Travel Report, “perceived value generally aligns with overall appeal,” meaning that those who find great value in incentive trips (i.e., find themselves more motivated on the trip while developing deeper connections with teammates), experience higher job satisfaction. This cycle of value and appeal goes a long way when it comes to business success.
So how can businesses tap into this cycle? The clear answer is through incentive travel and destination events. And cruise ships, in particular, offer a comprehensive solution that caters to a wide range of attendee preferences.
Among the list of common preferences outlined by the IRF, a few that stand out include the opportunity for free time and relaxation, luxury accommodations and amenities, unique experiences, all-inclusive features, and the ability to take a guest along for the trip.
Dan McConnell, Sr. Corporate Sales Manager, Charters, Meetings & Incentives for Norwegian Cruise Line Holdings notes, “Attendees want events and incentive programs that provide relaxed time to meet with management, deliver some desired ‘free-time,’ and also allow for bringing a guest to share the experience. The cruise experience delivers on all of these.”
Essentially, crafting incentive travel programs to meet attendee tastes helps guests (and ultimately the company) reap the rewards of incentive trips. Fortunately for event planners, cruising provides an opportunity to check almost every box in regard to attendee priorities.
Benefits of Cruise Ships for Destination Events
Due to surveys and post-trip analysis, there’s a clear understanding of what attendees seek in incentive travel and destination events, which includes luxury experiences and unique destinations. Cruising offers all of this as an all-in-one solution. Here are a few ways that cruise ships help cater to attendee preferences:
All-Inclusive
Since attendees are looking for luxurious experiences, cruise ships can act as a perfect option. Typically, cruise packages cover accommodations, meals, entertainment, and a range of activities, which can simplify budgeting and financial planning. This all-inclusive model provides clarity and predictability in costs, making it easier to manage the event budget.
For attendees, the all-inclusive aspect means they can enjoy a hassle-free experience without worrying about additional expenses. This can lead to higher satisfaction and a more relaxed atmosphere, as everything they need is provided for, from gourmet dining to 24/7 access to amenities.
Multiple Destinations
One of the greatest advantages of hosting a destination event on a cruise ship is the ability to visit multiple destinations within a single trip. Unlike traditional events, where participants may be limited to a single location, cruises provide the opportunity to explore a variety of exciting and diverse ports of call, which addresses the 69% of respondents to the 2024 IRF Attendee Preferences Report who noted a preference toward the ability to visit multiple international locations.
This multi-destination aspect not only enhances the overall experience but also adds value to the event by allowing attendees to enjoy different cultures, landscapes, and activities without the hassle of packing/unpacking or coordinating additional transportation.
“Imagine unpacking once and visiting multiple destinations in a single trip! No resort can match the experience of falling asleep in one destination and waking up in another, with complimentary activities, entertainment, and fine dining in between. Additionally, because cruise ships provide a self-contained environment, they naturally foster camaraderie among your attendees.” – Freddy Muller of Royal Caribbean International
Unique Experiences
Cruise ships are renowned for offering unique and memorable experiences that are difficult to replicate elsewhere. From the moment attendees step on board, they are immersed in a floating resort atmosphere that combines luxury, entertainment, and adventure.
“If as a planner you are looking to break from the cookie cutter event and offer new and dynamic programming for your ‘travel to’ events, a cruise program will deliver for you. These carefully curated, intimate incentive events can bring engaging corporate content as well as non-stop performances, in-depth panels, unique onboard experiences, and an overall immersive experience that allow guests to create long-lasting memories.” – Dan McConnell of Norwegian Cruise Line Holdings
“Most people also think that it’s impossible to personalize a program on a cruise, but this couldn’t be further from the truth. Restaurant buyouts, private shore excursions, team-building activities, and branding opportunities are just a few options available for groups to take advantage of to personalize the event experience.” – Freddy Muller of Royal Caribbean International
Whether it's dining in world-class restaurants, enjoying Broadway-style shows, participating in themed events, or taking part in shore excursions, the variety and quality of experiences available on a cruise ship can create lasting memories and foster a sense of excitement and engagement among attendees. This opportunity for unique experiences can be a powerful draw for boosting attendance and enhancing the overall impact of the event by encouraging deeper connections between attendees.
Onboard Activities and Amenities
Modern cruise ships are equipped with a wide array of activities and amenities designed to cater to all tastes and preferences. Guests can take advantage of fitness centers, swimming pools, rock climbing walls, zip lines, water slides, and mini-golf courses to name a few. For those who prefer more relaxed activities, there are often spas, lounges, cafés, and quiet spaces for unwinding.
This extensive range of onboard options ensures there is something for everyone, helping to keep attendees entertained and engaged throughout the event. Additionally, the variety of dining venues and entertainment options means every meal and every evening can offer a new experience, enhancing the overall appeal of the event.
Convenience for Both Planners and Attendees
From a logistical standpoint, cruise ships offer convenience for both event planners and attendees. Once on board, everything needed for the event is contained within the ship, including meeting rooms, accommodations, dining options, and entertainment. This self-contained environment simplifies the planning process by reducing the need to coordinate between multiple venues and a slew of vendors. It also provides a controlled environment where planners can ensure everything runs smoothly.
For attendees, the convenience of having all amenities and activities in one location enhances their experience and allows them to focus on the event and networking without the distractions of external logistics. This can contribute to a more relaxing and enjoyable experience for those attending your incentive.
Considerations For Destination Events at Sea
When planning destination events on cruise ships, there are several critical considerations to ensure a successful and smooth experience for all attendees.
Budget
Like any corporate event or incentive travel program, budget is always a top consideration, especially when there are certain ROI goals to meet. For meetings at sea, there are several things to consider in regard to budget.
One definite plus is the all-inclusive nature of cruises, which can simplify budgeting by covering accommodations, meals, entertainment, and many activities in one package. This transparency helps prevent unexpected expenses and allows for more precise financial planning.
“In reality, cruises often cost 30% to 35% less than comparable land-based programs when all expenses are considered.” – Dan McConnell of Norwegian Cruise Line Holdings
However, it’s important to account for additional costs that may not be included in the base package, such as shore excursions, premium activities, specialty food and beverage, and internet access. Negotiating group rates and taking advantage of early booking discounts can help manage costs effectively. Planners should also consider the financial implications of different cabin categories and the potential need for meeting space rentals.
Space and Flexibility
Cruise ships offer a variety of event spaces, from large theaters and conference rooms to smaller breakout rooms and intimate lounges. However, space on a ship is finite, and flexibility can be limited compared to other venues.
Before planning an incentive program, evaluate the ship’s facilities and ensure they align with the event's requirements. For instance, large conferences may need to book ships with substantial meeting and exhibition space while smaller groups might prioritize more intimate, unique venues. Planners should also consider the layout and flow of the ship to facilitate smooth transitions between sessions, dining, and leisure activities. Flexibility in scheduling is essential, as onboard activities and port visits may affect the availability of certain spaces.
Weather
Weather can significantly impact the success of a cruise-based event, especially since cruises often travel through varying climates and conditions. Cruise itineraries should take into account weather conditions for desired travel dates, and it’s always best to research the typical weather patterns for any regions you’ll be visiting. For instance, scheduling a cruise from Florida to the Caribbean during the fall hurricane season might not be the wisest decision.
Additionally, planners need to be aware of potential sea conditions that could affect attendees' comfort. Consider providing seasickness remedies and informing attendees about ways to mitigate motion sickness. In addition, you should consult with cruise lines about which indoor venues are available on board if plans are impacted by bad weather.
How to Ensure Your Destination Event Goes Smoothly
The unique combination of multiple destinations, memorable experiences, extensive amenities, and logistical convenience makes cruise ships an exceptional choice for destination events. That said, these programs require many moving parts before anyone can board the cruise ship.
Luckily, partnering with a professional event planner to organize an incentive trip on a cruise ship can significantly enhance the success of the event. Event planners bring expertise, experience, and a network of resources that streamlines the planning process and ensures every detail is meticulously managed.
Whether you’re at the early stages of your event planning process or you’re looking for help finalizing last minute details, the team at Bishop-McCann has you covered. To learn more about planning exciting and immersive incentive travel programs, reach out today!
