USA. Carnival Cruise Line plans to transform its onboard shopping with renovations and the introduction of brands such as Victoria’s Secret, Swarovski, Pandora and TAG Heuer.  A new vessel deploying in 2018 – Horizon – will offer the “most elaborate” shopping offer in the fleet, the company said.

Carnival is aiming to better meet customers needs with the retail upgrade, says Vice President William Butler

Vice President of Retail William Butler said that the retail upgrade and expansion should be a better match for passengers based on extensive research and data gathering. Butler said: “We’re committed to enhancing every aspect of our operations – which includes, of course, onboard shopping.”

Swarowski, Invicta and Victoria’s Secret will have the widest presence across the Carnival fleet. Other brands, mainly jewellery, will also be expanded as follows:

Effy (12 ships) – US fine jewellery retailer offering coloured gemstones, diamonds and tanzanite. Its travel retail items feature a lifetime guarantee.

Los Cincos Soles (four ships) – the Mexican-themed retailer sells sterling-silver jewellery, souvenirs, T-shirts and arts and crafts created by local artisans. Its Cherry on Top confectionery shops offer bulk confectionery, novelty items and apparel on 20 ships.

Pandora (ten ships) – fashion jewellery brand selling custom bracelets, rings, necklaces and charms.

Invicta (25 ships) – premium fashion watches.

Swarovski (25 ships) – fashion jewellery brand offering custom jewellery, pearls and sterling silver.

TAG Heuer  –  the luxury timepiece brand will be featured on 24 ships

Victoria’s Secret (22 ships) – beauty products including mists, lotions and perfumes divided into Prestige, VS Fantasies and Rollerballs.

Some ships also have standalone kiosks selling ‘wearable tech’ such as fitness trackers, pedometers and heart rate monitors from brands including Fossil.

The Carnival Horizon will have the most elaborate shopping experience across its fleet

Sailing to a new Horizon

Carnival has renovated the shopping offer on four vessels in the past 12 months: Carnival Sensation, Carnival Elation, Carnival Conquest and Carnival Valor. Another four – Carnival Victory, Carnival Fascination, Carnival Legend and Carnival Paradise – are scheduled for retail refurbishments in the coming year.

The new Carnival Horizon, set to debut in spring 2018, will take retail “to the next level”, the company said. It promises the largest, most elaborate and diverse shopping experience across Carnival’s 24-strong fleet, with two decks of shops, boutiques and displays (mezzanine and promenade decks). 

The opening of the Pandora boutique onboard the Carnival Breeze

Spending up but concession revenue down

Carnival – the biggest cruise brand in the world – is the flagship line of Carnival Corporation whose other lines include: Fathom, Holland America, Princess Cruises, Seabourn, AIDA Cruises, Costa Cruises, Cunard, P&O Cruises (Australia) and P&O Cruises (UK).

Last year the group’s onboard and other cruise revenue increased by +US$181 million, or +4.7% to US$4.1 billion. Higher onboard passenger spending contributed US$55 million, but concession revenue decreased by US$43 million, or -4.0%, to US$1.0 billion.