Page 37 - IAADFS Summit 2023 Special Edition

INSIDER

One on One with Lisa Bauer, Starboard Cruise Services President and CEO
Keeping cruise retail vibrant, fun and relevant

Travel Markets Insider’s Lois Pasternak had an opportunity to sit down with Lisa Bauer, Starboard Cruise Services President and CEO,
during the recent Seatrade Cruise Global, just days after the cruise retailer announced the news of its extensive “refresh.” From its new
guiding North Star emblem to its vibrant color palette, every element is geared to keeping the industry leader going forward.

TMI: How did you come to decide how we are curating and less about how we
to refresh and what are the various are presenting our branding—because we
components? are not a (consumer facing) brand. But they
are really relying on us for how we deliver
The idea started when we created our on our concept, how we curate, how we
new North Star so that our employees, show up more playful, how we bring that
cruise lines and vendors really understood vibrancy—that’s what the cruise lines are
what Starboard stands for. looking for from us.
And that is where we landed on
“Curate a Vibrant World.” This really TMI: How are your brands responding?
revolved around the idea of “curate,”
meaning hand-selected and being very The brands are very excited. Some of
thoughtful around everything that we the things that we are doing – like pop-
were doing and not having it be any more ups and the pop-ins – and the beautiful
about the category, whether it be leather new products we are launching, this is
handbags, or alcohol, or apparel. But resonating.
rather “how do you curate by cruise line, Lisa Bauer, President and CEO of Starboard
by itinerary something that would really TMI: How are you using this vibrant new
resonate with the guests.” It goes back to the idea of wanderlust, image?
If you look at the color palette as part and the fact that the guests are looking for
of the rebranding, you see the vibrancy experiences and traveling the world and It is everywhere. It is in the new
of “curate a vibrant world” – it screams fulfilling their bucket list. signage in our offices, in our email
Caribbean, it screams Mediterranean, it signature, it is in all of our collateral – we
screams Palm trees and fun. It illustrates TMI: So why now? are using the new North Star starburst
this idea that I am on vacation, I am on with our employees, with our shore-side
holiday, I want to be relaxed, I want to This was just a natural evolution. people. And we gave out stickers to all
have a great time. We were playful with it, During COVID was when we created the the crew to use. Look at this one: “I’m
honestly. North Star and as we started coming back an Alchemist.” Alchemy is all about
And then we really had fun with to the office and started revamping, it was a change and transformation, and this is the
some of our core values around things natural time to relaunch the color palettes, transformation of the brand. And we have a
like curiosity, transparency, grit, and we and all the playful things we have done to whole new website.
created stickers for all of our employees to bring the branding and North Star to life. I think our people did an incredible
put on their luggage and their laptops. It is We are all post-COVID. What better time job. It’s bold. It’s vibrant. It’s fun.
creating a great way of engaging with our to refresh? Let’s look out of the windshield
employees and it’s fun! and not the rear mirror. That is the TMI: Does Starboard have any new cruise
Introducing our new Star icon has direction we want to go – forward. And we partners coming into the portfolio?
been quite a lot of fun too. What do you think the timing could not have been more
see when you look at the star? A star? perfect. We have Virgin Voyages, as already
The bows of ships? A figure with its arms announced, and on the luxury side we have
outstretched? We are all excited about TMI: What has been the response from the three new partners: Ponant, Scenic, and
it. We like that different people see it cruise partners? Emerald. We expect another announcement
differently. It stands for diversity. Diversity soon, as well.
of thought, for example. Our cruise partners are more about

37 April 2023 Summit of the Americas