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"Neo Collection": Costa Cruises launches a concept more suited to the French market

The 1st “Neo Collection” to leave Toulon on April 12th


Launching from Toulon on April 12th the Neo Costa Riviera for its first "Neo Collection" cruise, Costa Cruises is showing particular attention to the French market.



This new concept more suited to the French market results in boats of smaller capacity (780 cabins for Neo Romantica and 650 for Neo Riviera), longer cruises with itineraries of 12 to 14 days and with stops giving time for exploration and excursions - DR
This new concept more suited to the French market results in boats of smaller capacity (780 cabins for Neo Romantica and 650 for Neo Riviera), longer cruises with itineraries of 12 to 14 days and with stops giving time for exploration and excursions - DR
This new concept launched by Costa Cruises responds to the request and specificities of the French market both loyal and potential.

This is essentially what was said this morning by Norbert Stiekema, Vice President of Executive Sales and Marketing of Costa Crociere during his time in Paris.

Already a leader in France, the company does not intend to just settle on that. Its objective is to strengthen and especially develop its market share.

And lines of progression are important. The entrance of cruise tourism in France, the second transmitter country for Costa, represents only 0.8%.

An entrance level of only 0.8 % ...

That of Italy, the first historical and traditional market is of 1.4 %. In Spain, it is 1.2 % and in Germany, 2% ...

Did you know that the 3rd Costa market is Chinese. This is new. Established in China in 2006, the company is now a leader with its two units, the Costa Victoria and Costa Atlantica.

With renewed means, new employees dedicated to travel agencies, itineraries, redesigned products and onboard services were implemented to create this new "Made in France" concept.

"Our strategy is beginning to show results and become profitable. France must remain our primary market to then, possibly reach Italy’s. Many French travels are not yet familiar with the cruise concept.

They do not even realize that this is an actual journey"
notes Norbert Stiekema.

This new concept more suited to the French market results in boats of smaller capacity (780 cabins for Neo Romantica and 650 for Neo Riviera), longer cruises with itineraries of 12 to 14 days and with stops giving time for exploration and excursions

Time for stops, on board silence and butter croissants for breakfast

The concept of " Neo Collection" responds to the request and specificities of the French market, says Norbert Stiekema, Vice President of Executive Sales and Marketing of Costa Crociere - DR: Costa Crociere
The concept of " Neo Collection" responds to the request and specificities of the French market, says Norbert Stiekema, Vice President of Executive Sales and Marketing of Costa Crociere - DR: Costa Crociere
A third ship will enter the Costa Nova Collection. After a technical refurbishing, the Costa Classica will become the Costa Neo Classica.

Its programming will take it to the Indian Ocean at the start of the 2014/2015 winter season.

Costa neo Collection also means more freedom, privacy and the right amount of chic and casual onboard.

An open food service, carefully designed menus, a revisited traditional cuisine, real butter croissants, non-intrusive entertainment activities, quiet beaches, silence....

As we see it, the Costa Neo Collection wants to veer away from the cliche "big floating holiday village" concept.

Alongside a major international programming - 650 departures ranging from around the world 120 days cruises to short three days journeys - this exclusive concept is adapting to new type of clientele. Demand exists, it just needs to be grasped.

CEXTRA, the new community B2B website

An extension of the B2B website CostaClick, the company is launching a community site: CEXTRA.

Currently in its pilot phase with a volunteer network, Afat Selectour, and an integrated network, Leclerc Voyages.

Beyond reservations, this website will offer many services to travel agents. An editorial platform will inform on destinations, formalities, excursion contents etc.

They will also find the dates of roadshows and workshops, along with documents to download.

Vendors will be informed about promotions, and can book cabins at the travel agent fare.

"Our goal is to be as close as possible to our partners," said Georges Azouze president of Costa Cruises France.

After a first ad campaign aired for 4 weeks on 15 January, the company will launch on Monday, March 31 a new wave of TV advertising.

The Costa brand will be featured for the second time in three months on screens. "Our brand reflects our reputation. This is the brand that has saved the company in times of crisis.

The reputation of the company reassures the public and our travel agent partners” concluded Norbert Stiekema.

Written by Michèle SANI translated by Joséphine Foucher the 29/03/2014
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