Silversea global sales chief says new role will bring line closer to trade

Brancaleoni’s new role has proved extremely helpful during the recent wave season, said Shanks.

“We had a much more coordinated approach this year from sales, marketing and revenue management and the [wave] campaign was extremely well planned,” Shanks commented.

When asked how he currently viewed the luxury cruise market, Brancaleoni said: “There’s a very good level of demand as well as healthy pricing around. I’m thrilled to see a market that is increasing instead of shrinking.” 

But Brancaleoni argued cruise lines must add capacity “in a smart and intelligent way” as this would increase competition and ensure lines deliver the best product possible. 

He added this would have a positive impact “on the whole ecosystem” as travel agents, new-to-cruise and premium customers would all be encouraged to engage with the sector.

This week, to expand its client base, Silversea broadened its pricing structure, adding a “port-to-port fare” and an “essential fare” to its “door-to-door” all-inclusive charge.

Customers who book the port-to-port fare can choose their own travel arrangements, while those opting for the essential fare must book their own air transfers as well as shore experiences.

Silversea believes the new structure will make its cruises more accessible to customers. “Different people have different needs, and this is the reasoning behind our new pricing proposal,” Brancaleoni concluded.