“ We want to discover what truly defines a community – its people, traditions, history and culture” PLANNER PERSPECTIVE Sailing into a storybook Shelly Hartfield of Victory Cruise Lines speaks with Alex Smith about working with local communities to connect guests with the cultures of the Great Lakes and beyond Cruise lines operating across established tourist destinations must find a way to set their offering apart, not only from other brands but also from other forms of travel. For Victory Cruise Lines, which operates two ships across the Great Lakes, St. Lawrence River, Atlantic Canada, New England and the East Coast of the USA, working with local communities is part of its approach to developing shore excursions that go beyond the landmarks to offer something different. “Meaningful travel begins with the people, stories, and traditions that make each destination unique,” says Shelly Hartfield, vice president of destinations at Victory Cruise Lines. “As a luxury boutique cruise line, we believe the most memorable travel experiences come from the connections guests make with the people, culture, history and character of each destination.” Hartfield explores destinations independently before meeting local tourism experts, city officials and experience providers. “When I sit down with our local partners, I explain that we are not simply looking for the top 10 things to do or the most heavily advertised attractions,” she says. “We want to discover what truly defines a community – its people, traditions, history and culture. We look for the hidden gems, personal stories and authentic encounters that guests may not find elsewhere. Our partnerships in Charlottetown, Prince Edward Island, are an excellent example of how these relationships can lead to new experiences and exciting possibilities for future itineraries.” Hartfield envisages a cruise as a storybook, with the voyage connecting different regions and each destination representing a chapter shaped by its history, culture, food and activities. “Their stories become the memories guests carry home,” she says. “Guests may not remember every street they walked or every landmark they photographed, but they will remember the chef who shared a family story over a remarkable meal, the artisan who demonstrated a craft passed down through generations, or the local guide whose personal connection to a place transformed a simple visit into something meaningful.” Victory Cruise Lines offers a combination of complimentary excursions and premium experiences to accommodate different interests and levels of engagement. These cover subjects including history, culinary discovery, architecture, craftsmanship and natural landscapes. Photo: courtesy of Victory Cruise Lines 50 A ‘Bowls and Berries’ excursion lets guests see logs turned into finished bowls at Holland Bowl Mill in Michigan
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