Discovering the Value of Meetings and Incentive Programs at Sea
- Incentives At Sea & Beyond
- Feb 19
- 3 min read
Updated: Feb 24
For more than two decades, Team Horner, the Fort Lauderdale, FL-based manufacturer and distributor of swimming pool and spa equipment, has regularly conducted incentive programs on cruise ships. The company’s events director, Maria de la Peña Hoff, CMEM, is unequivocal in acknowledging the financial advantages of holding incentive programs at sea, rather than at traditional resorts.
“Time and time again, the value received from a cruise event surpasses all others,” de la Peña Hoff says. “The value you will receive versus a land-based event will offer experiences for your customers that will set you apart from your competitors. We can offer amenities and experiences at a much-reduced cost, or even no cost, that are often very pricey on land.”
Team Horner is not the only company sold on cruises for MICE programs. “The self-contained nature of a cruise ship is extremely beneficial,” says Tara Carpenter, charter and group account manager with Worldwide Cruise Associates. “Essentially, it’s one-stop shopping, as food, beverage, entertainment and excursions are all in one place. It makes planning significantly easier.”
Kathy Fitzgibbons, director of sourcing and contracting with 3D Cruise Partners, suggests cruising offers convenience compared to traditional land travel in a place like Europe. “It’s such a unique experience for the attendees, being able to visit multiple destinations and unpacking only once,” she says.
A Bright Future
With the pandemic safely in the rear-view mirror, the cruise industry is sailing into a bright future. An estimated 35.7 million passengers cruised in 2024 — a more than 17% increase over pre-pandemic 2019 numbers — and industry trade group Cruise Lines International Association (CLIA) is forecasting 37.1 million passengers in 2025. Sixteen new ships are scheduled to debut this year, ranging from the 130-passenger Douglas Mawson, an expedition vessel from Aurora Expeditions, to Royal Caribbean’s 5,610-passenger Star of the Seas.
Cruise lines anticipate the ships will increasingly be filled through growing interest from Millennials and Gen Z, many of whom are sailing for the first time, belying the notion that cruises are primarily for retirees. CLIA reports that 27% of passengers during the past two years are new to cruising, confirming that the industry is attracting plenty of first-time cruisers.
What’s in it for companies looking for new and different options for their annual meetings or incentive programs? Dalene Oroni, operations director of South African event planner Incentives at Sea and Beyond, counts off the advantages meetings at sea hold over a land-based event.
“Depending on the voyage chosen, one can literally visit a different country every day, but you only unpack once,” suggests Oroni. “The public spaces on ships are sanitized daily or weekly, and conference and meeting space with AV equipment is usually made available to groups at little to no cost. You have ample complimentary dining options available, or for a more exclusive experience, there are specialty restaurants with a cover charge, and beverage packages are available.”
Oroni notes that bad weather won’t necessarily affect the group experience, as ample indoor activities are available. “I have yet to do a sailing of five to seven nights where I can say I experienced the entire ship’s offering,” she says.
Last summer, Oroni had a group of 31 aboard the 606-passenger Crystal Symphony for a seven-night incentive trip hosted by an international beverage company. The ship was lavishly upgraded in 2023, while guest capacity was reduced by about one quarter (many cabins were combined to create suites).
“Crystal is a premium luxury brand with immaculate accommodation,” notes Oroni. “This group took Saphire Oceanview staterooms, which come with their own separate living area.” Butler service was provided throughout and meeting space onboard was ample and complimentary. “We pride ourselves on taking the time to create, as best we can, the perfect bond between guest and vessel. This group’s dynamics were a good fit because the delegates were all at senior executive level, they were well-traveled and they wanted something high-end, personal and exclusive.”
Oroni continues: “The client requested private shore excursions and transfers, and with Crystal now part of Abercrombie & Kent, one of the world’s largest and most accomplished land operators, they were able to offer the most incredible shore excursions, with the support staff to suit. Nothing that I asked for was not met or exceeded.”
In all, Oroni says, Crystal was a perfect fit for the group. “They loved it so much that they rebooked Crystal again for the Monaco Grand Prix, sailing in May.”