A Renaissance in Small Ship Expedition Cruising

February 18, 2014 Steve Wellmeier

Sea Spirit in the Lemaire Channel, Antarctic Peninsula. — *Sea Spirit* in the Lemaire Channel, Antarctic Peninsula.

Last week’s announcement by Hurtigruten celebrating the 50th anniversary of its vintage vessel MS Lofoten reminded me of the longevity of smaller expedition ships, and of the market niche that loves them.

The company has a storied 120-year history of transporting both locals and international tourists along the Norwegian coast, as well as offering expedition cruises around Svalbard and, in more recent years, to Antarctica. While most passengers nowadays opt for Hurtigruten’s larger and newer ships, the 150-passenger Lofoten clearly appeals to a niche of the market with her classic nautical lines, wood paneled interiors and intimate atmosphere. She's created a real identity for herself.

There are many other small, vintage vessels that still ply the remote corners of the globe, catering to adventurous travelers. I hope to blog about a few more of them in the future, and how they’re marketed. For now, I want to sort out a fleet of 25-year-old sister ships that do their fair share in taking curious travelers to out-of-the-way destinations on expedition cruises.

The Art of Market Positioning

January 27, 2014 Steve Wellmeier

The marketplace will position you whether you like it or not, putting your product in this basket or that, among all those baskets that deliver the product that a buyer might choose in a particular segment of the market. Photo courtesy Magnolia Bask… — The marketplace will position you whether you like it or not, putting your product in this basket or that, among all those baskets that deliver the product that a buyer might choose in a particular segment of the market. Photo courtesy Magnolia Baskets.

Is good content enough these days?

What if it’s not as descriptive or representative of your product or service as you think it is, and doesn’t really set you apart from your competitors? Understanding the craft of positioning can help.

This post was inspired by a webcast I had the good fortunate to listen to last week. The webcast, How to Drive Travel Purchases with Content Marketing, was presented by the travel media company Skift and travel content provider DreamPlanGo.

The webcast provided great advice, to be sure. But it got me thinking about another ingredient in the marketing strategy mix that shouldn’t be overlooked before you start drafting your content marketing mission statement. Unfortunately, it often is.