On The Deck: Kevin O’Regan

Disney Cruise Line is a brand which needs no introduction, although hypercritically that’s exactly what we’re doing here. Founded as an extension of the Walt Disney empire – the line espouses all of the traits for which the brand has become renowned – fundamentally: a child’s paradise. And, of course, it has an appeal for big kids too. We met Kevin O’Regan head of commercial for Disney Cruise Lines to discuss the business.

In your marketing message you talk about ‘The Disney Difference’. Can you please elaborate on this message and point out the main points of difference between a Disney Cruise experience and other contemporary cruise lines?

We’ve built the success of our cruise business upon the legacy and heritage of the Walt Disney Company’s most known assets – master storytelling, world-class entertainment and legendary guest service. No one knows families like Disney, and nowhere else within the cruise industry can you find a cruise holiday experience where the magic of Disney storytelling comes to life (beloved Disney characters, themed restaurants, Castaway Cay island in the Bahamas, entertainment, Enchanted Art and more).

Other key Disney differentiators are:

• the spectacular Disney shows performed

• innovative rotational dining, where guests rotate to one of three differently themed restaurants each evening,

followed by their personal service team

• Movie premieres at sea at the same time as the US box office

• the only cruise line that presents a fireworks display at sea;

• specially designed family-friendly staterooms

Disney Cruise Line is a relative newcomer to the UK cruise space. What level of support have you had from UK’s retailers to your product thus far?

Disney Cruise Line’s first UK brochure was printed in 2009 and the interest since then from the UK trade has been excellent, especially from the cruise specialist sector. Part of the appeal of a Disney holiday Cruises is being able to combine a cruise with a stay at the Walt Disney World Resort, and several partners have been able to create tailored itineraries for their guests. As we grow our range of Mediterranean itineraries, we’re further developing our booking systems to make it easy for all agents to book with Disney Cruise Line.

What would be a typical client profile you are targeting in the UK?

The obvious answer is families, and of course we offer an exceptional holiday to families with children of all ages. But there is something for everyone aboard a Disney cruise, and adults have their own dedicated areas and activities as well.

With the Disney Magic in Europe in 2013 how important is the UK as a feed market for this vessel?

When Disney last sailed in the Mediterranean, the itineraries were hugely popular with the UK, and that will be the same again for next year. In fact, we’ve specifically designed some of the itineraries for the UK, with both 4 and 7 night cruises over the school holiday period to appeal to families in particular. We’ve also added new ports of call, including Venice, Italy; Croatia’s Dalmatian Coast; Ephesus, Turkey and the Greek Isles including Athens.

Is your target in the UK the Disney Magic in Europe in 2013 or are you also targeting clients for other Disney ships from US ports?

Most definitely both. The itineraries out of Florida particularly appeal, with our newest ships and the proximity to Walt Disney World to make up the ’Ultimate Disney Holiday‘. The Mediterranean itineraries though are expected to be popular, and with flghts now on sale to Barcelona from many airlines, we expect to see high interest for these cruises.

Would passengers who have previously visited one of your Disney Parks be an obvious target market?

We have found that many guests who have a high affi nity for Disney want to explore worldwide destinations with their families, and Disney Cruise Line gives them a way to do that with a brand that they trust.

Disney Cruises has always been perceived to be more expensive than other cruise lines. With the capacity increase that has come with the Disney Fantasy and the Disney Dream, is it still the case?

We feel that our pricing is competitive for what we offer in the market, and we’ve received high guest ratings over the years that support that. At Disney Cruise Line, we also focus on ensuring that all-inclusive means all-inclusive. We don’t charge additional rates for things like a good steak; we are the only cruise line to offer free kids drinks; and we don’t charge for children’s activities.

For agents not fully familiar with the Disney Cruise product, what training aids/ facilities are available to them?

The best way to learn more about Disney Cruise Line is by visiting Disneytravelagents.co.uk. Agents are able to register on learn more through our online training. In addition, our account managers and field reps can support this training with face-to-face meetings.

Some of your competitors have reduced commissions in the UK from 2012. What base commissions can agents expect to earn selling Disney Cruises?

Our standard commission rates start at 10%, but we offer incentive programmes to earn more than his based on performance. We can offer support through marketing and training too.