Boutique cruise line Azamara has announced the launch of a new curated retail concept that will showcase local products and artisans from each cruise ship's specific destinations. According to the company, the new program is designed to complement the ship's evening activities and overnight port stays.
Providing guests with access to products made by local artists and craftsman is not only a luxury experience for travelers but an ethical method for promoting the unique cultural offerings of the places visited by each cruise ship. When sailing through New Zealand, for example, passengers will be provided access to one-of-a-kind Maori carvings, while in Norway, they may be presented the opportunity to purchase local handspun wool knitwear.
The president of Azamara, Carol Cabezas, intends for the new retail program to present passengers with a uniquely "integrated layer to amplify meaningful memories across the cruise journey."
Locally Sourced Cruise Retail Concepts
Azamara Launches a Destination-Tailored Shopping Program
Trend Themes
1. Local Artisanal Retail Concept - Providing guests with access to locally-sourced products & crafts is an ethical luxury experience that enhances cultural offerings.
2. Curated Destination-specific Products - Offering destination-tailored products to passengers is a unique way to enhance the luxury travel experience and promote local cultures.
3. Ethical Luxury Market - Promoting the ethical and sustainable sourcing of products for luxury markets appeals to consumers’ sense of social responsibility.
Industry Implications
1. Cruise Industry - Cruise lines offering unique, locally-sourced retail experiences can differentiate themselves in the crowded travel industry while promoting local cultures.
2. Artisanal Retail Industry - Local artisans can benefit from partnerships with the travel industry to promote their products and tap into luxury markets.
3. Ethical Consumer Products Industry - Providing ethical and sustainable products enhances the luxury appeal of a brand and appeals to the social responsibility of high-end consumers.