By
Michele Witthaus |
Global marine hospitality, day experiences and ferry operator Hornblower Group entered 2025 having a fresh new start after completing a challenging process of financial restructuring last year. New owner Strategic Value Partners took over the company in February 2024 in a process that included removing the company’s river cruise brand, American Queen Voyages. Mike Flaskey, a veteran of the hotel and resorts business who most recently led Diamond Resorts, was appointed as CEO of the company in August 2024.
In his new role, Flaskey says he is keen to leverage his knowledge of the power of the customer experience to drive customer loyalty and brand strength. “Hornblower is a pioneer in recognising the value of the experiential world,” he says.
On a personal level, Hornblower’s maritime operations hold particular significance for Flaskey. “I grew up on the Outer Banks of North Carolina, and I’ve been around boats and the marine industry my entire life,” he says. “At 18, I became a licensed 100-ton ocean operator captain.”
The passenger services for which Flaskey is responsible include City Cruises and City Experiences, both of which rebranded in 2021. Hornblower is also the parent company of City Ferry, which operates services across the USA, including NYC Ferry’s fleet of 38 vessels that Hornblower built and maintains. Other operations include Puerto Rico Ferry and MBTA ferry services in Massachusetts Bay. In 2024, Hornblower’s domestic ferry services carried over 10 million people.
Flaskey is especially pleased to be part of the continuing contract for Hornblower at NYC Ferry, where it was the founding operator.
“We are building on our success delivering and operating the system since 2017,” he says. “Our crew has since rolled out exciting passenger and technology upgrades alongside our partners at New York City Economic Development Corporation, including onboard Wi-Fi, real-time onboard capacity estimations, and app and audio announcements. These are in addition to our real-time vessel tracking, in-app concessions and the NYC Ferry app.”
A NYC ferry passing Roosevelt Island in New York
So, what are Flaskey’s priorities to help Hornblower navigate a new corporate itinerary following a turbulent phase in its development? “This year, our focus is on fully embracing the Hornblower brand,” he says. “We have a rich, 100-year history, and we’ve earned deep trust and respect within the maritime and transportation industries. As we honour this heritage, we’re also committed to evolving and modernising our brand for a new generation. We are focused on creating unique, unforgettable experiences and finding new ways to engage with the more than 20 million guests we welcome each year.”
In 2025, he will be working on City Cruises Live, a new initiative for City Cruises that will incorporate headline entertainment into the company’s cruises, including appearances from major TV and sports personalities. “We are also seeking out and securing strategic partnerships to promote our product,” he adds.
Having built the first hybrid ferry in the USA in 2008, Hornblower also continues to improve the environmental sustainability of its passenger shipping business. “We’ve expanded our hybrid fleet at Alcatraz City Cruises using diesel-electric, solar and wind turbine to reduce our emissions and improve air quality,” says Flaskey. “We also continue to invest in fleet advancements in other parts of our business, such as in our New York operations at NYC Ferry with Tier 4 engine systems and renewable diesel, along with low-emission engine upgrades at Statue City Cruises.”
Flaskey says that developing energised and committed crew is key to the success of all the business activities in his remit. “We have added incredible leaders to our team who bring deep expertise across finance, marketing, human resources and operations and who will be instrumental in helping us build on our foundation to create more innovative, customer-centric experiences while leveraging Hornblower’s incredible legacy and growth potential.”
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