In launching its "Concierge Class" concept last year, Celebrity Cruises offered a head-on solution to a common "big ship" cruise line conundrum. The service, now available fleetwide, offers enhanced accommodations, new priority services and exclusive amenities.
Celebrity's efforts are fairly revolutionary in the cruise industry but the line is not alone in placing a real emphasis on the creation of a small-ship-within-a-big-ship experience for passengers who are willing to pay a premium. The trend, we must note, is not just that big-suite high-ticket folks are getting extra amenities (those in penthouse accommodations generally always have been entitled to butler services and other features) but even those in slightly lower cabin categories can be treated like a king or queen for a week or two.
While many of the most interesting concierge-oriented programs are being launched by like-minded lines such as Holland America and Crystal, even more contemporary cruise companies, such as Royal Caribbean and Princess, are embracing the concept. And what's also intriguing is that some luxury lines, like Regent Seven Seas Cruises and Oceania Cruises, whose ships fall into more of a mid-size range than a small-size category, are jumping on the concierge program bandwagon.
If the trend toward offering more personalized service at higher cabin categories ultimately represents a 21st-century approach to multi-class cruising, cruise line executives will tell you that such programs are almost critical in attracting (and keeping) higher-paying passengers from straying to luxury lines. And there are other reasons, such as:
Ships, whether contemporary, classic or luxury in substance and style, are getting larger and that often means a diminished sense of personal service and intimacy, a cruise hallmark.
Passengers who might otherwise be drawn to a less amenity-filled small-ship experience are increasingly intrigued and attracted to big ship amenities -- huge atmospheric spas, recreational adventures such as rock-climbing walls and mini-golf, elaborate entertainment and multi-dining choices.
And cruise lines continue to emphasize that they are competing less with one another than with on-land hotels and resorts for whom concierge services are well-established.
Want to combine the best of the big-ship and small-ship experiences? Here are our editor's picks for the top concierge services on mainstream cruise lines (and even beyond).
Celebrity Cruises
Who Gets It: Folks who book a "Concierge Class" stateroom on any of Celebrity's ships, which is basically the largest standard balcony stateroom (they are not suites).
What's Included: While the cabins may, at first, look the same, Celebrity emphasizes luxury touches -- fresh flowers, afternoon canapes, pillow-top mattress, duvets, Egyptian cotton towels, Frette bathrobes. Balconies are outfitted with higher-quality furnishings, including a table big enough for dining alfresco.
What's Extra Special: We also loved the priority services -- on embarkation day we received priority check-in, our luggage got to the cabin almost before we did and a bottle of champagne was chilled on ice. Check out the pillow menu (we tried a different style, from isotonic to full-body sized) every day. And the in-cabin breakfast menu is far more elaborate than that of standard cabins.
Cunard Line's Queen Mary 2
Who Gets It? Those who book cabins in the Princess Grill and Queens Grill categories.
What's Included? These suites feature Frette linens, a bottle of Champagne upon boarding, plush terry robes, slippers, personalized stationery, daily fresh fruit and canapes delivered to the suite. In-cabin breakfast menus feature hot dishes (the hoi polloi otherwise must make do with continental-style room service fare). Staterooms are outfitted with a selection of spirits, wines and soft drinks. Concierge-style services are offered to help with spa and restaurant reservations.
Extra Special? Important on a ship of this size, all grill-level guests are entitled to the services of a specially dedicated shore excursion staffer.
Crystal Cruises
Who Gets It? Passengers who book any of the line's three penthouse-style cabins on Crystal's Harmony, Symphony and Serenity.
What's Included? Penthouse style cabins are the nicest and most luxurious onboard in the first place. Additional services include a butler who brings afternoon canapes, makes restaurant and spa reservations (and really does pull strings when there's high demand), replaces complimentary mini-bar beverages and serves meals on a course-by-course basis.
Extra Special? In these cabins you can order room service from the menus at Crystal's fabulous alternative restaurants.
Holland America Line
Who Gets It? Guests who book a deluxe suite (and beyond) on any HAL ship.
What's Included? Access to the Neptune Lounge, a "concierge club" which features a wide-screen television, all-day espresso and cappuccino, and cookies and small pastries served from 11 a.m until 5 p.m. Upgraded in-cabin amenities include balconies with dining tables, down duvets and velour bathrobes. Hors d'oeuvres are served each night upon request and passengers are entitled to priority embarkation/debarkation.
Extra Special? Complimentary laundry and pressing, which is a particularly fabulous perk on long trips.
Norwegian Cruise Line
Who Gets It? Guests who book suites on all ships; mini-suites are included on Norwegian Star, Dawn and Sun.
What's Included? Concierge service for reservations at specialty restaurants, spa services and shore excursions. Guests in the top level suites (Penthouse to Garden Villa) get extra services including a butler, preferred seating in the showrooms, special L'Occitaine bath products.
Extra Special? For guests in Penthouse and above, the concierge will make reservations for shore-side as well as onboard activities that are not on NCL's roster of excursions (such as on-land tee times, restaurant reservations, or spa appointments).
Ocean Village
Who Gets It? Passengers who book in the relaxed line's AA grade suites or BB grade mini suites on both Ocean Village ships.
What's Included? For £70 per person per week passengers can now opt to upgrade to use the 'Club Lounge' where they will be treated to sea views (the room is set under the ship's bridge), free internet access, continental breakfast, afternoon tea (which includes Whittards tea and Costa Coffee) plus pre-dinner canapés and champagne.
Extra Special? There will be two members of staff on hand for your every need -- booking excursions and spa and dining reservations.
Oceania Cruises
Who Gets It? Passengers in penthouse, vista or owner's suites onboard Oceania's 660-passenger Regatta and Insignia.
What's Included? Concierge assistance in making reservations or bookings, whether for the spa, shore excursions or dinner. Afternoon tea is served, upon request, en-suite (along with evening canapes and a milk and cookies turndown service.
Extra Special? You get a butler who can unpack (and repack) your suitcases, serve a full room-service meal from any of the ships' restaurants, stir -- or shake -- a martini, and even draw a lavender bath.
Regent Seven Seas Cruises
Who Gets It? RSSC cruise guests who book category B-level suites and above on Seven Seas Mariner, Navigator or Voyager; and owner, grand, and deluxe A and B-level suites on Paul Gauguin.
What's Included? Butler Service -- and these staffers will unpack, shine shoes, serve room-service meals course by course, arrange for private cocktail parties in-suite, serve afternoon canapes and 24-hour room service. Suites get an upgraded bar set-up, complimentary pressing on the voyage's first night, potpourri and bath salts in the bathrooms, as well as upgrades like heavy velour robes, and Egyptian cotton towels.
Extra Special? Grand, master and owner's suite guests get a complimentary cocktail party for as many as eight guests in their suite.
In launching its "Concierge Class" concept last year, Celebrity Cruises offered a head-on solution to a common "big ship" cruise line conundrum. The service, now available fleetwide, offers enhanced accommodations, new priority services and exclusive amenities.
Ships, whether contemporary, classic or luxury in substance and style, are getting larger and that often means a diminished sense of personal service and intimacy, a cruise hallmark.
Passengers who might otherwise be drawn to a less amenity-filled small-ship experience are increasingly intrigued and attracted to big ship amenities -- huge atmospheric spas, recreational adventures such as rock-climbing walls and mini-golf, elaborate entertainment and multi-dining choices.
