SilverSea Cruise in strategic shift to events sector

Singapore Silversea cruises is realigning its marketing strategy to cater to more corporate events in the Asia Pacific. Asian voyages are now shorter, lasting from three to six nights instead of the former nine to 12 nights, fitting the busy schedules of corporate event executives and the usual duration of such events, the cruise line said. Its Meeting@Sea presentation for corporate event organisers and companies explains the possibilities and cost effectiveness of organising events on board. Silver Shadow will be cruising south-east Asia during November and December this year and Australia and New Zealand in 2004. For the first time, the Silver Shadow will also be operating from China to Japan in Spring 2004. Silversea Cruises regional manager Mr Melvyn Yap said the ships are popular with more multi-national companies, and an increasing number of local companies. "Corporate or board meetings can range from between five to ten suites," he said. "Incentive travel groups can range from five to 20 suites but there are also companies which charter the whole ship for private functions, such as product launches, holding conference, seminars or incentive travel programmes."