Amid an increasingly competitive cruise industry, ‘s approach of offering distinct premium and luxury cruise brands is helping it to cut through the noise, according to
It’s a strategy that mirrors that of hotel brand , enabling it to provide a tailored experience for every type of traveller, he told LATTE.
“We have both a premium cruising brand and a luxury cruising brand,” he said, referring to and newer offering which launched towards the end of last year.
“It’s a bit like Marriott and Ritz-Carlton. We’re positioning our premium brands like Holland America, Oceania, and Azamara alongside our luxury options like Scenic and Silversea,” he said.
This segmentation allows the company to speak to different niches — premium cruisers seeking great value, and ultra-luxury clients seeking a more exclusive experience.
Rather than one broad conversation covering all customer bases, the company focuses on creating distinct brand narratives for each segment. “It was becoming a bit of a noisy conversation to cover everything from premium through to ultra-luxury like Ritz Yacht Collection,” Trim said.
By maintaining multiple brands, they avoid confusion and offer a clearer, more targeted message to customers, dominating smaller niches rather than competing on all fronts – a companywide approach that extends beyond cruise.
“We’ve got seven consumer brands, and each one tells a different story,” he said, highlighting the company’s latest rewards-focused acquisition “It’s a very niche approach.”
While the ultra-luxury cruise market is still developing, particularly in Australia, Trim sees great potential for growth particularly with the entry of high-end hotel brands like the Ritz-Carlton Yacht Collection into the space.
Although that specific product is “still in its infancy” with Trim noting that initial friction points are still being ironed out, its outlook is good with other yacht-style products already soaring. “Explora Journeys and the Emerald product are doing very well for us,” he said.
This style of travel is a particularly good fit for a younger, more digitally-savvy demographic which aligns well with Complex Travel Group’s efforts to actively target travellers in their 40s and 50s. “This is the time-poor, working crowd who doesn’t want to sit in a shopping centre for two hours,” Trim said.
“We see great potential in reaching them through agile marketing, using online storytelling and user-generated content rather than traditional in-person events.” This shift to digital platforms allows the company to connect with this aspirational market that seeks convenience without sacrificing luxury.
With such a diverse portfolio, it’s vital that the company’s cruise advisors are knowledgeable about each product’s unique offerings. “It’s not as simple as it seems,” Trim admits. “You’re comparing different brands with varying inclusion levels, excursions, and more. That’s why a skilled cruise advisor is so valuable — they ensure customers know exactly what they’re getting before they step onboard.”
