Uniworld unifies message by showing consumers Joie de Vivre

Uniworld Joie de Vivre ship

Boutique cruise line Uniworld is showing its patrons the joy of life with its latest cruise ship.

The super ship, fittingly named the S.S. Joie de Vivre, will have its maiden voyage in early 2017, sailing along France’s Seine River from Northern France into Paris. A cruise is frequently more about the time spent onboard than the time spent exploring or the destination, so unifying amenities, décor and service as distinguishing joys of life help the brand position itself to consumers.

“She will have similar exterior as her sister ships, the S.S. Catherine and S.S. Maria Theresa, but like all Uniworld ships she will have her own unique design inspired by the destination in which she travels,” Guy Young, president of Uniworld Boutique River Cruise Collection, Los Angeles. “Each of our ships is approached as a one-of-a-kind project with design led by Mrs. Beatrice Tollman, the President and Founder of our sister company Red Carnation Hotels.

“The S.S. Joie de Vivre will use the very finest furnishing and fabrics and will house an impressive collection of original artwork,” she said. “The beautiful design, superb service, world-class cuisine and all-inclusive offering are hallmarks of the Uniworld brand and sets us apart from our competitors.”

The joy of life
The S.S. Joie de Vivre is 410 feet long, a decision made with being able to easily dock in Paris in mind. It will sail the “Paris & Normandy” itinerary, one of Uniworld’s most popular.

The eight-day Paris & Normandy trip takes riders to Claude Monet’s garden in Giverny and to Van Gogh’s Auvers-sur-Oise. Those with an interest in history will get to see the D-Day memorial sites in Normandy and Rouen, where Joan of Arc was burnt at the stake.

Paris & Normandy promotional image

The ship is designed by Red Carnation Hotels, Uniworld’s sister company. It will feature handcrafted furniture with a variety of rich fabrics and antiques that will blend in with more modern conveniences.

Also on board the ship is an arts lounge, which will have a hand-picked selection of fine art culled from international auction houses Sotheby’s and Christie’s, as well as smaller auction houses and private collection. The lounge helps to position the brand as a high-end cruise liner for cultured and more affluent consumers.

The ship will accommodate no more than 128 guests across two Royal Suites, eight Junior Suites and 54 staterooms. Keeping the capacity low allows Uniworld to highlight the namesake philosophy via higher quality dining, guided shore excursions and better all-around service, including trained butlers.

S.S. Joie de Vivre

Each room includes custom-made-to-order Savoir beds, uniquely designed headboards and colored marble bathrooms.

Additionally, Joie de Vivre will be equipped with a movie theater and a surrounding pool with a hydraulic floor. At night, it can turn into a dance floor or outdoor movie theater.

Cuisine is described as “farm-to-table” and will include local wines, craft beers and spirits such as Grey Goose and Glenfiddich. A spot onboard includes all meals and unlimited beverages, as well as concierge service, 24-hour room service, WiFi, gratuity, airport transfers and guided tours.

Such services and amenities could not necessarily be sustained on a large scale. The excitement generated by a new ship is an opportunity for Uniworld to show off these differentiating points and make itself the preferred cruise line of more affluent or tougher-to-please consumers.

Uniworld ship suite

The focus on food, art and entertainment on-board, all without having to worry about small but significant considerations such as gratuity and WiFi, bring to life the brand’s “joy of life ethos” and help it create a distinct ethos in a crowded sector. Uniting its services all under the service of one name, such as Joie de Vivre, clarifies and amplifies the brand’s message.

Something in the water
Cruise lines often rely on partnerships to help promote their values and align themselves with a lifestyle.

For example, global cruise line Cunard is showing off its creativity with a pair of recently announced event programs.

“Transatlantic Fashion Week” will put patrons in touch with industry members in the lead up to New York Fashion Week, while “British Isles Culinary Discovery” will do the same with gastronomical celebrities. Creative “event” cruises help differentiate Cunard from other cruise lines and foster a reputation of “luxury” because of its ties to other sectors, events and people (see story).

It can be difficult for a cruise line to sell uninitiated consumers on its differences, so they often work extra hard to develop unique brand voices or promote distinct services.

In December, Monacan-Italian cruise line Silversea Cruises began rebranding itself as an option for consumers to “adventure with style.”

With the help of brand consultancy The Partners, the cruise liner has created a wittier, more unified brand identity to stand out in a competitive field. With luxury cruising on the rise, pivoting to a unique voice and emphasizing personality could help Silversea resonate with patrons looking for their first luxury cruise (see story).

“Uniworld invests more in our ships than any of our competitors and the S.S. Joie de Vivre is truly unique in her design and décor,” Mr. Young said.  “She will have spacious public areas – restaurant, lounge, lobby – and alternate social/bar areas – Bistrot Saint Germaine, an outdoor terrace, and the intimate La Cave de Vins for wine tastings and small group dining.

We are mindful that guests want both spacious and beautifully designed staterooms and public areas that deliver the comfort and convenience they expect from Uniworld, which includes award-winning dining, complimentary drinks (including select brands of spirits and quality wines and beers throughout the day) and gratuities for onboard staff as well as local guides and drivers,” she said. “Daily shore excursions with exclusive programs and activities are also included, and our legendary service makes for an exceptional guest experience unique to the Uniworld brand.”

from Luxury Daily » Travel and hospitality http://www.luxurydaily.com/uniworld-unifies-message-by-showing-consumers-joie-de-vivre/
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