THE Australian market is poised to reach a new status level at Silversea Cruises, as the line prepares to unveil a US$70 million overhaul of its Silver Spirit (TD yesterday).
In Sicily to witness the ship’s lengthening at the Fincantieri shipyards, Silversea chief marketing officer Barbara Muckermann (pictured) told Travel Daily the Australian market now rivalled the UK as the line’s most important source of passengers after the US.
“We’re waiting for the Australian market to overtake the Brits, they’re very close,” Muckermann said.
“Seventeen percent of our guests are from the Australian market, and the UK is 18%.
“In coming months we expect Australia to be equal at 18%.”
Muckermann said huge growth in cruising among Australians and the country’s world-leading market penetration rate of 5.6% had driven record numbers to Silversea, as repeat cruisers looked for higher levels of luxury.
She said Silversea was also drawing a strong demand from Australians with its seasonal deployment of Silver Discoverer to the Kimberley.
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Source: Travel Australia