Silversea Cruises is on a mission to be the “undisputed world leader in ultra-luxury cruising”, Chief Marketing Officer Barbara Muckermann announced at an event in Sydney last Friday [25 October, 2019].
Accompanied by her Australian Silversea team – including Managing Director Adam Armstrong – and special VIP guest, Adam Sachs, the Director of S.A.L.T. (Sea and Land Taste), Muckermann detailed the greater impetus the luxury line has had on ensuring champagne flutes are filled, caviar is on point, and both lobster and tenderloin are readily available across all restaurants within the Silversea fleet.
Since last year when Royal Caribbean took a vested interest in Silversea, budgets for champagne, caviar, lobster and tenderloin have all increased under Project Invictus, Muckermann said. They were all on the ‘wish list’ of Silversea’s CEO Roberto Martinoli, and have now been checked off.
Not only did Royal Caribbean’s massive investment in Silversea bring with it deep experience and shipbuilding skills, it came with heavy pockets ready to invest and to amplify the ultra-luxury inclusions.
According to Muckermann, Royal Caribbean Cruises’ Chairman and CEO Richard D. Fain increased food and beverage costs by over 30%. That included ensuring that champagne was readily available at ship arrival points and in all lounges throughout the day, along with caviar, and both hot and cold canapes were served.
No expense was also spared on ensuring Silversea’s ships were adorned in fresh flowers.
Muckermann said that one of the single most expensive items was actually the cost of berries for breakfast. “You can only imagine the cost of shipping fresh berries to Ushuaia,” she quipped.
Silversea also boasts the largest variety of grapes at sea, the visiting CMO said. “We average 55 different grape varieties per ship, and most are included.”
In addition to the greater focus on F&B, Muckermann discussed some of the changes planned for Silver Moon, a sister-ship to Silver Muse. She said rooms and suites will by and large remain the same, however the family suite on Muse won’t be replicated.
Silversea also have two prototype ships in the works being built in Germany, which will have a capacity of around 600 guests: Evolution I and Evolution II.
Lead image: Barbara Muckermann with Leanne Fonagy, Director Marketing, Asia-Pacific and Adam Sachs.
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