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Carnival Australia CEO Ann Sherry Emphasises Bold Targets and Market Segments

October 15, 2013 Cruise No Comments Email Email

Carnival Australia CEO Ann Sherry has emphasised the importance of setting bold growth targets and the benefits of focussing on market segmentation, in an address to the Cruise Shipping Asia Pacific Conference.

In providing a snapshot of the Australian cruise industry’s expansion to become the world’s fastest growing cruise market, Ms Sherry said another important key to commercial success was developing domestic and international cruise operations. FIA-250x250

Also vital was appropriate investment in commercially viable port infrastructure to support cruise industry growth. But Ms Sherry warned that over-investment in port facilities could present its own impediments to building a successful market.

In her presentation to the conference late last week, Ms Sherry focussed on the importance of:

  • Understanding market segments and being clear about matching these segments to the most appropriate brands, ships and itineraries.
  • Making both local and international operations vital parts of an emerging market’s development.
  • Building wide distribution networks encouraging and empowering travel agents to become cruise specialists while also making the most of online opportunities.
  • Highlighting tourism’s contribution to GDP and cruising’s contribution to it particularly its value to economic growth in regional areas.

Following her presentation to the conference, Ms Sherry said: “Our experience confirms that setting a bold target and then energising our people and resources to achieving it was vital to growing the cruise category.

“Five years ago when we set a target of a million passengers a year by 2020, very few believed it was possible. But here we are in 2013 and on course to achieve the target four years earlier than expected.

“Understanding market segmentation and being clear about which segments we are pursuing has also been an important element of Carnival Australia’s success along with making local and international cruising key components our growth story.

“We have also worked hard to underline the tourism sector’s contribution to economic activity, the contribution of cruising to it and its potential for driving economic activity in regional areas.

“The conference was also an opportunity to discuss the critical issue of port infrastructure. The need for appropriate investment in port facilities remains a high priority issue for the Australian cruise industry, however, recent experience in Asia shows that over-investment in infrastructure in concentrated areas can present its own problems.

“It is essential to get the infrastructure balance right. It has to be functional and capable of supporting growth but it also has to be commercially viable both for the operators and the cruise shipping companies using it.”

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