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Cruise start-up to meet huge demand

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Genting Hong Kong’s first vessel journeys to China
Having announced Dream Cruises less than a year ago, cruise and resort company Genting Hong Kong will take delivery of the 150,000-ton, 335-metre-long Genting Dream in mid-October.
Genting Dream is currently making its way downriver from her birthplace at the Meyer Werft shipyard in Papenburg, Germany, to her first home in Guangzhou, China. The new brand with a premium cruise product launches revenue in the Pearl River Delta in November.
Genting has appointed brand-specific executives for Dream but is also relying on infrastructure and support from its Star Cruises operation.
“Obviously there is a core group of colleagues at Genting Hong Kong that are shared services,” Dream Cruises’ president Thatcher Brown tells Cruise Industry News.
“When we look at how we are in the stages of launching a new brand and also maintaining and growing an existing brand, our philosophy is that it is best to incubate the new brand with a core team of brand developers and marketers. It’s a new brand and we need to get it right first time.”
He added: “When you’re creating a brand it is so important to keep the integrity of the brand protected.”
One key demographic target in Asia is groups of seven passengers, Brown said: two sets of grandparents, mother and father typically born in the 1980s, and a single child. China’s affluent market is growing rapidly and could double by 2020 to 100 million.
Cruise Industry News

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