Cruise Catering: Full Steam Ahead

 
Few branches of the European foodservice market can rival the year-on-year growth of cruise liner catering, with continuous increases over the past five years in the numbers of passengers, ships and destinations. Bruce Whitehall highlights key areas of change in menus, presentation and food sourcing.
 

 
An estimated 3.4 m Europeans took a cruise in 2006, an increase of 9% over the previous year. They mainly visited the Mediterranean and Atlantic islands (69%), followed by Northern Europe (17% and currently the fastest growing destination). The Caribbean and other parts of the world accounted for 24%. The total market is projected to hit 4 m by 2010 as more European consumers develop the cruising habit and up to 30 new-build – and generally larger – ships come into use as well as around 170 refurbished versions of vessels built in the 1990s. According to latest figures from the European Cruise Council, cruising is most popular with holidaymakers from Britain (1.2 m per year, up from 1 m in 2003 and 0.5 m in 1996), Germany (705,000) and Italy (517,000). But other markets are also emerging; Scandivian and Benelux cruise passengers increased by more than 20,000 last year and Spanish passengers by 12,000.
 

 
All this market growth has focused attention on foodservice, which represents the biggest single daily activity for most passengers as well as crew. Direct spend on food and beverage by cruise lines in Europe is estimated at €246 m annually out of a direct spend of €8.3 bn on all goods and services (including refurbishment and fuel). The big challenge for both cruise ship designers and marketers is in making foodservice attractive, flexible and affordable, while retaining a sense of the allure which customers feel for high street restaurant visits. In fact, most of the key trends in cruise foodservice mirror the high street. Mary Bond, editor of ‘Seatrade Cruise Review’ cites multiple dining areas, sushi bars, steak houses, tapas bars and pizzerias, as well as celebrity-endorsed restaurants and smaller, more exclusive fine dining enclaves (notably on Crystal Cruises). There is also growing scope, she suggests, for more indulgent meal add-ons, like wine and Champagne bars, martini bars, cigar lounges and whisky bars.
 

 
But health-related trends such as spa menus, organic produce and trans-fat free oils are important, too. Market leader Carnival Corporation, world’s largest cruise vacation player, continues to set the pace internationally, with over 80 ships totalling 149,000 lower berths. Brands include Carnival, Princess, Holland America, Cunard, Aida, Costa, P & O and Ocean Village. The group has announced an $11 bn new building programme and several initiatives aimed at growing existing markets and expanding internationally in its five core customer regions of USA (70% of business) and Europe, led by UK, Germany, Italy and Spain. Expectations of increasing the ratio of European business from 30 to 40% over the next few years arise from the planned introduction of twelve new ships under European brands between now and 2010 and strategic alliances with travel companies. The latter include a planned new cruise joint venture with German tour giant TUI to develop, market and operate the existing AIDA Cruises brand and the brand-new TUI Cruises brand, both targeting the German-speaking holiday market.
 

 
| 10 August 2007 | Bruce Whitehall |