Network releases strategy details at Miami event
As Cruise Shipping Miami 2014 begins this week, the Cruise Baltic network has released details of its 2014-2016 strategy, which had been approved at a meeting in Oslo in February.
Speaking at a press conference at the Miami Surfcomber Hotel, the network’s director Bo Larsen presented the new strategy, prepared by in collaboration with the consultant company Mindsite Academy.
“The mission for the next three years remains the same, to work towards creating easy access to more opportunities,” he said. “We will utilise the competences in our association and continue to create customer-orientated solutions benefitting primarily the cruise lines operating in the Baltic Sea Region.”
He said that 2014 marks Cruise Baltic’s tenth anniversary, growing from 12 destination in 2004, to 28 now while retaining “strategic partner relationships” with Scandinavian Airlines and Scandic Hotels.
Cruise Baltic’s overall strategy for the next three years, which will be implemented by a new director to be in place by May 1, will focus on close and intelligent interaction with target markets – the US, the UK, Germany, Italy, Spain, France and Australia – and take advantage of a global executive partnership deal signed with CLIA in November 2013.
Key focus will be on four strategic areas: marketing & PR, shared standards and services, business intelligence and strengthening the Cruise Baltic network.
A further four specific projects have been identified to address specific issues, namely a digital strategy, including the design of a new website; a Destination Tool Box, aimed at providing customers with user-friendly access to marketing materials; an “edutainment training tool” to present the concept of Baltic Sea cruising in an engaging manner; and an HR Strategy to attract, retain and develop the best skills for the network.
Cruise Industry News
[pictured: Lithuanian port of Klaipeda; photo courtesy Cruise Baltic]