Seatrade Cruise Global Conference
What We Learned and Why You Should Attend Next Year
By LEROY ADAMS
Regarding travel, there's no better way to learn about the industry, gain new insights, and establish business opportunities than by attending conferences and events. That's why I was excited when our team secured a media pass for the Seatrade Cruise Global conference, an annual gathering of top executives and decision-makers in the cruise industry. The event was held in Fort Lauderdale, Florida, at the Broward County Convention Center.
Other than that time at SXSW when I wore a camera around my neck, and everyone mistook me for the media, I had never attended any event on a media pass. To be clear, I did not have one for SXSW.
Over four days, I had the opportunity to learn about the latest developments in the cruise industry, connect with content creators and influencers, and experience the culture and traditions of the destinations like Taiwan, Barbados, and South Africa represented at the event. I even had the opportunity to pitch my travel magazine brand to businesses within the cruise industry.
Keep reading for more highlights from the conference and why you should attend if your business touches the travel industry.
BE THE FIRST TO LEARN INDUSTRY INSIGHTS AND INFORMATION
One of the most significant benefits of attending a conference like Seatrade Cruise Global is getting industry insights before they're shared publicly. I learned about emerging destinations, new cruise ship designs, and digital marketing trends during the opening ceremonies and keynote speeches. This information puts anyone at a strategic advantage. You can test your customer's interest in emerging destinations or use marketing trends unique to the industry for advertising new ships and destinations. Throughout the conference, it was expressed that Asia will be the next emerging market in the cruise industry. This was evident by the presence of Asian destinations and ports at the conference. Our team has already started thinking about how to incorporate content about these destinations and pitch marketing collaborations to these places.
LEARNING FROM MARKETING EXECS FROM DISNEY CRUISE LINES AND CARNIVAL CRUISE LINES
REAL NETWORKING OPPORTUNITIES
I networked so much that I was legit exhausted by 1:00 pm on the first day. Networking was a considerable element of the conference, and we had the opportunity to connect with CEOs and marketing executives from major cruise lines and destinations. If you were looking to establish a new partnership or simply learn from the best in the business, the opportunities were there.
After each session, I connected with one of the speakers on the panel. In one session, I met the marketing executives from Carnival Cruise Lines, Disney Cruise Lines, Royal Caribbean, and Virgin Cruises Lines.
They recognized me as soon as I walked up because during the panel, I asked them all this question:
Today's panel topic is Family Cruising: Marketing to Family & Multigenerational Travelers. During the panel, you expressed that your marketing goals are to make people feel welcome and safe.
My question to you is: How do your marketing campaigns tailor to the experience of Black travelers? I ask this question because when you look at the data, 70% of Black travelers cite "Safety" as their primary concern when traveling. There were two stories recently reported of a Black man being called the "N" word by another passenger while sitting at the bar, and when he raised the issue with this, he, the Black man, escorted him out of the bar. The second story was about a young girl with her hair touched by another passenger. Her mother was present and essentially had a conversation with the other passenger.
So, how do your marketing strategies account for these types of experiences?
I received a response from Carnival (not surprising, Black folk definitely cruise with Carnival) and Disney (unsurprising).
Both were unsatisfying and were borderline "All passengers matter."
My point is you get to network and ask tough questions (or not) of the top brass of these companies. Was I there to attack? No. I was there to learn. To learn where these companies are falling short and how my magazine can help them.
And you know what? The execs and marketing directors were happy to share their knowledge, recognize growth opportunities and discuss a partnership. Again, you must attend these conferences to understand how the walls can come down when you are eye to eye with them. Or how they melt away after a cocktail or two at the after-party.
All is revealed at these parties.
MEETING WITH SENATOR CARLA JOSEPH (RIGHT) AND HER TEAM FROM VIRGIN ISLANDS TRAVEL
SOCIAL MEDIA & TRAVEL
But it wasn't just about networking with the bigwigs of the industry. Content creators and influencers also attended, allowing me to learn best practices from the person themselves rather than their social media persona. This was particularly exciting for me as someone who values authenticity in marketing.
I attended a session titled: Digital Storytelling Panel. The panel aimed to hear from social media influencers, particularly in the cruise industry, on how they create content and use the power of storytelling in their media.
It was interesting to learn how many of them started picking up a camera and recovering videos, which has led them to millions of followers. Cullen Griffin, one of the creators I interviewed, started recording videos because he had to for his wedding when his videographer canceled at the last minute.
That wedding video has launched him into a cruise industry content-creating magician.
I also learned that only some creators are walking around with a pocket full of money or a digital wallet full of crypto. Nah, don't work that way. Content creation can be complex, and getting paid is even more so. When the cameras disappeared, some creators were not shy about sharing the dark side of content collaborations, from broken contracts to worthless incentives. This reminded me why I have no interest in being a content creator or influencer.
IMMERSIVE CULTURAL EXPERIENCES
Another highlight of the conference was the opportunity to experience the culture and traditions of the destinations represented at the event. From the vibrant music of the Caribbean to the mouthwatering cuisine of Mexico, there was no shortage of cultural experiences to be had. These experiences made the conference more enjoyable and provided valuable insights for anyone looking to market these destinations to travelers.
One-on-one conversations with the president of tourism boards, Head of Experiences, or tour guides allowed me to ask about new experiences, accommodations, and pricing for their destinations. I can walk up to their booth, introduce myself and the business, and state the goals of our travelers, and from there, the conversation would launch into how we can help each other grow and make money. And, the best thing about it all, it never felt like sales from either end. From them, I felt a genuine interest in introducing travelers to their destinations, countries, and homes. At times, I felt like I was talking to a friend who just happened to live in South Korea, Greece, or wherever. And from me, they felt the energy of someone excited to help his community see the world.
I always felt like I was in my league, even though this was the first conference I had ever attended. The warmth and generosity of the people representing their countries are why I felt like I belonged there.
NETWORKING THAT LEADS TO BUSINESS
Of course, the business side of things was to be noticed, and the ability to set appointments and pitch your brand to businesses within the cruise industry was a significant draw for me. As a small business owner, I was looking to get my foot in the door to promote my magazine, and the Seatrade Cruise conference provided me with a platform to get my message in front of the right people.
I walked away with business contacts and leads from at least two dozen destinations and ports. Will each one of them result in a partnership? Probably not. However, each will likely result in a relationship I will build over time. Relationships are what drive business opportunities. Attending conferences like the Seatrade Cruise Global results in value because of the people and connections you can make. This is why I'll be back next year and the year after. I plan to do business for a long time and need these relationships to contribute to my success.
Lastly, for those considering a career in the cruise industry, the conference was a wealth of information on how to get started. From job openings to career advice, there were plenty of resources for anyone looking to break into this exciting field. I even had the opportunity to watch a young man fresh from graduating from sailing school get hired by Royal Caribbean on the spot!
In conclusion, attending Seatrade Cruise Global was a precious experience for anyone working in the travel industry. From learning industry insights before they're shared publicly to networking with significant players in the cruise industry, there was something for everyone at this conference. I recommend attending in the future for anyone looking to stay ahead of the curve in travel.