The DFNI Cruise Conference sessions began in Barcelona today, as industry leaders took to the stage to deliver their verdict on the state of the industry.
Yesterday, experts hosted roundtable discussions focused on how brands can break into the sector, the importance of experience and how wellness is developing in the cruise sector.
This morning, Lisa Bauer, President & CEO, Starboard Group; Gian Botteri, SVP Central America, Caribbean & Cruise Business Unit, Avolta; Jennifer Patience, Executive Vice President, Effy Jewelry/HFDF/HFGM; Linzi Walker, Chief Commercial Officer, Harding+ and Nicolas Hoeborn, CEO, Heinemann Americas, took to the stage with DFNI-Frontier Editor Kapila Ireland to share their wider views on the market.
This was followed by dedicated panels and workshops focused on cross-category activation, the state of the Asian market, how shopper demographics are changing and the importance of creating engaging spaces.
Here are five key takeaways from today.
The power of breaking down barriers
Anthony Richards, VP, Retail Experience & Sales Optimisation at Starboard Group, and Emily Lively, Head of Cruise & Ferries, Diageo, outlined the importance of thinking more widely about how to activate and engage consumers. While programmes such as Watch and Scotch and Sense and Sips continue to resonate strongly with guests and brands alike, Lively said a margarita-focused partnership with Cointreau drove impressive engagement.
Experience vs Sales
Successful activations need a sense of excitement, a clear call to action and a compelling reason to purchase, panellists told delegates. During a workshop session, Raconteur Owner & Managing Director Hannah Whitehouse outlined the importance of also being able to deliver measurable value for retailer and cruise line partners.
Leading the way
The US remains the world’s leading cruise market, according to insights from m1nd-set COO Clara Susset, who also outlined how cruise demographics are evolving, with 67% of passengers belonging to Gen X or younger generations
The human touch
Frontline staff continue to play a critical role in influencing passenger purchasing decisions, m1nd-set’s Clara Susset told delegates during a data-led session. Meanwhile, other industry leaders doubled down on the key role of experience-led retail and storytelling in influencing purchasing decisions; Harding+ Category Director – Lifestyle, Claire McLennan told a workshop that interactivity is needed to drive engagement – not just putting product on a shelf.
New categories
Pre-loved products, lab-grown diamonds and personalisation were all front of mind as cruise leaders looked at the sectors and categories which are driving sales – and creating opportunities for newness and innovation.
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