Cruise Industry

Access Cruise, Inc. is a Miami-based boutique sales and marketing consultant group contracted by the HTA to represent Hawaii to the cruise industry.

Cruise Industry

Market Overview

The primary source market for cruises to Hawaii and within the Hawaiian Islands is the U.S. mainland, followed by Japan and Oceania.  With the U.S. source market being the major contributor, cruise lines regularly plan itineraries that coincide with ships that are repositioning, signaling the start of seasonal cruises from the U.S. West coast, western Canadian provinces, Alaska, Asia and Oceania.  Most cruise capacity in Hawaii is generated by Norwegian Cruise Line’s Pride of America

Pride of America is the only U.S. flagged vessel based in Hawaii conducting year-round 7-day voyages to all the major Hawaiian Islands.  The remaining cruise capacity to Hawaii is generated by international cruise brands which must sail to and from Hawaii from international destinations.  Most of these companies have corporate operations based on the U.S. mainland, with 96% of the cruise brands visiting Hawaii being from North America.

The COVID-19 recovery plan for the cruise industry will differ by region.  Europe and Asia are leading the way.  A return to cruising in the U.S. mainland will depend significantly on guidance from the CDC which will likely rely on a combination of repetitive testing, increased sanitation, strict health protocols and the successful evolution of vaccination rollout plans.  Multiple cruise lines have announced requirements for crew to be vaccinated and indications are the same will apply for guests.

When cruising resumes, the Malama Hawaii campaign will be a focus of outreach efforts. 

Strategy

  • Support a resumption of cruising for the Hawaiian Islands
  • Sustain cruise calls for 2022
  • Build sustainable future cruise calls for 2023 and beyond in alignment with the initiatives set forth by the HTA
  • Increase percentage of premium and luxury cruise guests arriving in Hawaii
  • Promotion of the Malama Hawaii campaign to the cruise industry and creation of programs which appeal to cruise guests seeking a deeper understanding of, and connection to, the Hawaiian Islands.
  • Coordinate with local government agencies (DOT, DLNR, CLIA & HVCB and Island Visitors Bureaus) on all matters related to the cruise industry
  • Review of cruise line marketing campaigns to ensure alignment with HVCB initiatives
  • Provide logistical support for new or specialty port calls
  • Coordinate with local stakeholders of the Hawaiian Islands on all issues cruise- related to ensure a superior visitor arrival experience
  • Support the HTA on initiatives they deem appropriate

 

Contact Information

Cruise Industry Office

Shannon McKee
Access Cruise, Inc.
President

Telephone: 305-582-2095
Email: [email protected]

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