To differentiate themselves in this competitive tourism market, the Pullmantur group boosts crossings for Spanish-speaking customers from Spain and Latin America
The golden rule of the cruise business is to specialize routes depending on the culture of the travelers to convert the ship’s stay into the customers’ home. The French want silence, good food, and hardly travel with children. Germans prefer entertainment activities, many attractions on ships, and frequent their breweries. Latinos often travel with family, especially on vacation; They like Mediterranean food and have free time on scheduled shore excursions.
Andres Molina, professor of the Master in Business and Maritime Law of Icade and independent consultant of passenger ships, explains that Spaniards travel well with people that share similar cultures, such as Italians, Brazilians, Mexicans, and other Latin Americans. Although the boat must be adapted to the customer of each country. The cruises are also specialized for different types of public. Gruppit Viajes has cruises for singles and Disney Cruise Line designs routes for children.
Responding to this reality, Pullmantur Cruceros has strengthened to be the Spanish-speaking operator, a language that dominates English in its four ships, designed for Latin Americans and with slight regional differences. Those dedicated to Spanish customers (on European routes, most of them depart from Spain) have Spanish food and customs schedules, a Mediterranean cuisine designed by Paco Roncero (cook with two Michelin stars) and two children’s areas with activities on each boat.
Pullmantur expanded European routes with a supply in the Canary Islands in 2016, which filled a boat throughout the season, and the success entrenched the idea of focusing on the Spanish-speaking market, leaving French, where it also operated. From this year, Pullmantur has a ship in the Caribbean and another in Spain throughout the year, and moves the other two from one region to another, according to the seasons. That means increasing 30% of the capacity in the Spanish market and 40% in Latin America.