52 PLANNER PERSPECTIVE Connecting through cruising Jason Gelineau tells Alex Smith how he is helping ports and destinations to create stronger connections with cruise brands Jason Gelineau, fourth from left, on an advisory visit to Sri Lanka After more than 30 years working for cruise lines, most recently as head of product at Explora Journeys, Jason Gelineau has built a wide range of experience in the sector, spanning onboard operations, guest experience, destination development and itinerary planning. Today, he works with suppliers and destinations to help them understand what cruise lines need and communicate what they can offer. “I connect people and champion the cruise industry,” says Gelineau. “This involves working with established suppliers looking to expand their brand presence, as well as new entrants aiming to break into the sector.” He is also increasingly advising destinations. A recent trip to Sri Lanka convinced him of its potential in the growing expedition cruise sector. With five deep-water ports, diverse coastal and inland experiences, international air links and close proximity to the Maldives and India, the country is ideally positioned for ships spending several months exploring the Indian Ocean. “Sri Lanka is truly an ideal destination for warm-weather expedition cruising,” says Gelineau. “The growth of the expedition fleet over the last six years has been tremendous. The challenge a lot of the expedition brands have is, outside Antarctica, where can they place their ships to command similar per diems? Where Antarctica provides exclusivity, Sri Lanka offers elephants, whales, leopards, bird life, wellness, culture and cuisine.” For Gelineau, a successful cruise destination needs more than a port that can receive a ship. Airlift, accommodation, entry requirements, transportation and guest experience all determine whether a destination can attract and retain calls. Port authorities, agents, destination management companies, customs and immigration and tour operators therefore must work together so the experience is consistent from arrival. “Destinations need to work as a collective, speaking as one voice,” says Gelineau. “That really is attractive to cruise lines because they know they’re truly welcome.” He also suggests that, while attractive, dedicated terminals aren’t necessarily a requirement for all ports. Off-site check-in facilities or temporary structures can offer similar services, and expedition ships don’t require the same infrastructure because they use Zodiacs and tenders. “People often say, ‘We don’t have a terminal,’ but that’s not necessarily a problem,” says Gelineau. “It’s great if you want to invest and you have the funds, but you do not necessarily need a terminal to attract ships, as long as you’ve got the facilities, whether it be a marquee or an off-site check-in.” Gelineau also stresses the importance of destinations communicating what they have to offer. While digital channels can help build awareness, he believes industry events remain an important opportunity to establish relationships directly with cruise lines and itinerary planners. “You can’t sell a secret,” he says. “Nothing beats meeting people in person at events. Panels, expos and networking events create opportunities for meaningful conversations.” Ports looking to attract luxury and expedition brands should shift their focus from adding infrastructure to developing distinctive experiences, recommends Gelineau. “They want to know that they can do something or experience something they couldn’t book on their own,” says Gelineau. “Exclusivity has a price, and being able to provide creative and unique experiences is very important.” He uses the example of a call at Western Australia, where a ship calling at Fremantle could offer a trip to Uluru. “You could disembark the ship at 7am, be at the airport by 8am, get on a charter flight and fly to Uluru in just two hours,” says Gelineau. “You could be there before Photo: Jason Gelineau
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