Phil Hoffmann AM, Founder and Executive Director of Phil Hoffman Travel talks to Karryon Luxury ahead of CLIA Australasia’s starry awards event next month – discussing luxury cruise trends, his enduring love of the industry and all who sail within it – and the importance of giving back.
As everyone in the cruise business knows, CLIA Australasia’s 22nd Cruise Industry Awards will be making a spectacular splash at Sydney’s Star Event Centre on 8 March – we’re looking forward to seeing many of our good friends at the popular event.
One of these is long-time industry stalwart Phil Hoffmann, whose several dozen impressive accolades include an Order of Australia (AM) and membership of the CLIA Hall of Fame.
This year, the company he founded in 1990, Phil Hoffmann Travel, is nominated for the Cruise Agency of the Year award. However, as we discover in our interview with the proud South Australian, while awards are very much honoured and appreciated, family values, education, philanthropic projects and an extraordinary dedication to the people in the cruise industry are what really makes Phil Hoffmann tick. And let’s not forget that big sense of humour …
In the beginning
Phil started his working life as a teacher. Following his first year of teaching, he took his first overseas trip – a seven-week cruise holiday through Asia, which sparked his enduring love of cruising. He moved out of teaching and spent 10 years working at Stewart Moffat Travel before establishing Phil Hoffmann Travel.
He says he was inspired by a passion for travel and a strong desire to own his own business. “Running a travel business was the perfect combination, allowing me to turn both dreams into reality.”
After that first cruise, Phil continued to monitor the growth of the cruise industry worldwide, confident that its popularity would expand to Australia. “In 1996, I decided that Phil Hoffmann Travel would establish a dedicated cruise office in Glenelg. This vision later evolved into the creation of Cruiseco in 2000, in partnership with Kevin Dale and Steve Lloyd.”
Over the 50 years Phil has been in the travel industry, he has sailed on more than 80 ships.
“Each year, I typically escort three to four groups, spending about 12 to 15 weeks travelling. I genuinely enjoy this part of my work – exploring new destinations and experiencing different cultures.
“I’ve been fortunate to build lasting friendships, which is one of the things that makes this industry so unique. The cruise industry, at its core, is all about relationships – something we should always value and never forget.”
Cruise trends
When asked what’s changed the most in the luxury sector of the cruise industry, Phil says, “I’ve witnessed significant changes, particularly in the sophistication of luxury cruise products across all areas, from onboard experiences to great service standards.
“There has also been a remarkable improvement in training support and marketing within this sector, helping travel professionals better promote and sell these experiences. Additionally, the introduction of innovative onboard venues and products has elevated the overall cruise experience, offering guests more diverse and enriching options than ever before – and so many more exotic destination and itineraries.”
As for key trends, Phil sees cruise continuing to evolve as a unique holiday experience that caters to travellers of all ages and interests.
“There is a growing focus on inclusivity, with cruise lines offering products tailored for multi-generational families, ensuring that everyone – from young children to grandparents – can enjoy meaningful experiences together. There’s also an increasing emphasis on personalised services, sustainable practices and immersive destination experiences, all designed to meet the changing expectations of today’s travellers.”
South Australia: best-kept secret
Born, bred and educated in Adelaide, Phil built his business from his first agency with two staff members into a major company now comprising 10 offices around South Australia.
“South Australia is probably one of the world’s best-kept secrets regarding quality of life, good opportunities for your business and great people who support local businesses,” he says.
Phil is a Life Member of several organisations, including the Australian Federation of Travel Agents (AFTA), Port Adelaide Football Club (PAFC), and the Grange Lawn Tennis Club; an active member of the Rotary Club of Adelaide and the Naval, Military & Air Force Club of South Australia; and “honoured to be a Paul Harris Fellow of Rotary”.
Phil also supports many philanthropic projects, including Minda and Cystic Fibrosis South Australia. “For me, the most rewarding aspect is the ability to give back to organisations that genuinely need support in so many ways.
“My father instilled in me the belief that if you’re able to help, you should, and that principle has stayed with me throughout my life. What’s even more fulfilling is seeing this spirit of giving reflected in my team, many of whom share this vision through their own acts of kindness, generosity and time.”
When he’s not working, travelling or busy with community projects, Phil likes to stay active with daily swimming, gym workouts and Pilates. “I also love to read a new book or two each week, always looking for something fresh and inspiring. And, of course, I’m always planning my next exciting adventure!”
Cruise career highlights
Although Phil says being asked to nominate his three top cruise experiences is a bit like being asked to choose his favourite daughter, he offers the following:
“Fully chartering ships in the Mediterranean for unique 35-day itineraries was an incredible experience, especially as we managed four charters within just two years.
“Our very first corporate charter for an Adelaide-based company, hosting 2,200 passengers was another standout. It was such a success that it was repeated five years later, this time cruising the Mexican Riviera.
“And I’d add having the extraordinary opportunity to take travellers to breathtaking destinations like Antarctica, the Galapagos Islands, Lapland and the stunning Norwegian Fjords.
“Each experience is unique, beautiful, and memorable in its own way. That’s the true magic of cruising: every journey offers something special.”
And while you might think he has been everywhere, man, Phil says his wish list includes a world cruise, a Spice Route sailing between Singapore and Dubai, and a return visit to the Norwegian coastline with his “favourite captain, Johannes Tysse”, who has just moved to Silversea after 15 years with Azamara.
On a personal note
“I truly believe we’ve had the privilege of living and working through a remarkable era for the cruise industry (excluding the challenges of COVID),” Phil concludes. “It has provided all of us involved in developing and selling cruises with incredible opportunities and a life enriched by countless unforgettable experiences across the globe.
“The connections we’ve made, the destinations we’ve explored and the memories we’ve created are what make this industry so special.”
