Silversea occupies a space in the cruise and luxury travel markets. And with both sectors booming right now, the company has every reason to feel confident about its short and long-term future.
At a recent Silversea event in Sydney, a banner reads: 900+ destinations, 10 intimate ships, one new ship every year. But at the rate the brand is expanding, those numbers will soon be redundant.
Indeed, the luxury and expedition cruise company is the fastest-growing Royal Caribbean-owned brand, says Silversea president and chief executive officer Barbara Muckermann.
At an intimate lunch at Crown Sydney’s a’Mare restaurant, Muckermann says the company had taken on four new ships in the last 12 months, including former Crystal Cruises ship Silver Endeavour, which the brand calls the world’s most luxurious expedition ship.
According to Muckermann, the cruise line now accounts for an impressive 21 per cent of global market share in the luxury expedition cruise space (the most of any cruise line) and by 2027 expects to have a whopping 31 per cent market share.
“So one guest out of three will sail with us,” she states.
Within reach
It also has the largest reach, covering more than 900 destinations.
“When you think about it, 75 per cent of our planet is covered by water, so actually we have a much broader reach than the traditional tour operator,” Muckermann says, flagging the potential for even more business. For instance, Silversea’s “safaris at sea” could tempt travellers away from African safaris.
In addition to this, Silversea vessels are one-class ships, meaning each guest receives the same level of exceptional service, she adds.
This includes top-notch cuisine – especially around the company’s S.A.L.T. (Sea And Land Taste) dining experience – wellness programs where “you’re not going to lose weight” (on account of said dining), luxurious spa treatments, curated shore trips, and much more.
But a Silversea journey isn’t just about decadence. From (northern) summer 2024, the cruise line will launch the hybrid Silver Ray, “the most sustainable ship” in the luxury market and one that omits 40 per cent less greenhouse gas emissions.
Class reunion
Energetic and passionate, Muckermann has only been in the CEO role since January 2023. But she’s found her feet quickly. And is hands-on too. In October next year, the Silversea boss will host a new Venetian Society Reunion Voyage from Tokyo to Singapore aboard the new Silver Nova ship.
“It is always special for me to spend time on board our ships with our guests,” Muckermann says.
“Our Venetian Society Reunion Voyages provide the perfect opportunity to reconnect with the most loyal members of our extended family, while also meeting new guests.
“This particular sailing will be especially unique, as it will mark the very first reunion aboard Silver Nova – offering guests the chance to experience our newest class of ship, which, for the first time in Silversea’s history, will incorporate an asymmetrical design and a horizontal layout, and will be among the most spacious ultra-luxury ships ever built.”
Silversea Asia-Pacific Marketing Director Philippa Walker is a new recruit to the cruise line. And she is excited about the upcoming Silver Nova visiting Australia in the 2024/25 season.
“In the meantime, we will have Silver Muse and Whisper here this coming 23/24 season and Silver Cloud in the Kimberly in 2024,” she tells Karryon.
The cruise line has also unveiled its new brochure, or as Walker calls it “a book” that “truly captures what Silversea is all about it – the destination”.
Silversea returned to ocean cruising in Australia in December 2022 after almost three years away.
