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May 9, 2024

During the Cruise Week organized by CLIA last March in Genoa, we had the pleasure of meeting Wybcke Meier, CEO of TUI Cruises, for an enjoyable conversation about the Mein Schiff brand and the company’s development prospects. 

Wybcke Meier has been with the company for nearly a decade, making her the best person to explain TUI Cruises’ and the characteristics of the Mein Schiff fleet and future initiatives which include, among other things, the launching of new ships that will expand the fleet.

Wybcke, first of all, so many thanks for your time. I know this event is very intensive and you are so busy in this moment for the innovations awaiting the Mein Schiff fleet. How did you first come to TUI Cruises? What were your previous experiences in the tourism and cruise industries?

I started as a tour guide, thus establishing a connection with the tourism industry from the very beginning. I worked in Majorca, and in the 1980s, I began exploring other opportunities with a desire for change. I transitioned into a Marketing Sales specialist and worked for three other cruise brands before joining TUI Cruises, gaining experience in the sector along the way.

Mein Schiff: What are the distinctive features of the Mein Schiff brand and the concepts underlying the company’s philosophy? Personally, I’ve always associated the company with true relaxation, both from an organizational standpoint and in terms of amenities. I’m referring to the concept of all-inclusive, one of the most extensive and valuable offerings aboard cruise lines, as well as the use of onboard services such as the complimentary spa, extensive gym, and a variety of restaurants, all of which are also free of charge.

What we offer the Mein Schiff guests first and foremost is an atmosphere of relaxation, stemming from the various services we provide onboard and the structure of our ships. We have an exceptionally high space ratio, with very large ships where guests never feel crowded or confused. The relaxing atmosphere permeates every environment, thanks to attentive service, ample space, and dedicated wellness amenities such as the spa, one of the largest onboard cruise ships, and dedicated gastronomic offerings, among others. Undoubtedly, the two main pillars are “Wohlfühlen” (comfort) and the “Mein Schiff Premium-Inklusivleistungen” (All-Inclusive), allowing our guests to relax even before boarding.

Who are your typical Mein Schiff guests? Which market does Mein Shiff target? What attracts passengers to Mein Schiff? In your opinion, is the vessel or the itinerary more important?

Of course, the majority of our guests are German-speaking, and this is our primary marketing focus. However, we also have a percentage of customers from Northern Europe, particularly Belgium, the Netherlands, and Scandinavian countries. In the summer, we have approximately 50% families with children, making the Mein Schiff fleet well-suited for a family audience. Despite the attractiveness of our vessels, itineraries are crucial in the cruise selection process. Especially in Europe, 70% of our guests choose their cruise based on the proposed itinerary. Therefore, this is a critical component on which we diligently work to offer innovative and relaxation-oriented itineraries.

Are there any prospects for TUI Cruises and its Mein Schiff fleet to expand into a more international market? I’m asking not just because the company is partly owned by international brands, but because I believe it has a lot of potential and value to be appreciated by an even broader audience.

In fact, today Mein Schiff vessels are already available to an international audience. All staff members speak English, and onboard information is presented in a way that English-speaking guests can understand. The menus are diverse and international. Expanding into new markets is not the primary goal of the company, but certainly, the trend towards openness is a natural phenomenon that is also developing onboard our ships.

TUI Cruises is currently in a phase of expansion concerning the Mein Schiff fleet. In past years, it has retired older ships, despite their excellence in my experience, and introduced a series of new constructions. We are now ready to learn about Mein Schiff 7 and, a bit later, the revolutionary Mein Schiff Relax. What can you tell us about these new vessels?

Mein Schiff 7 will join the fleet as early as this summer, offering a vessel that fully embodies our characteristics, following in the footsteps of vessels produced in recent years at Meyer Turku. The introduction of methanol propulsion also advances us in terms of sustainability and environmental conservation. On the other hand, Mein Schiff Relax will bring even more innovations in terms of vessel structure. It will be even more spacious and cater to different types of passengers to meet all their diverse needs. There will be new venues, more space for common areas, and even greater dedication to providing services, dining options, etc.

How will you attract new customers with the expansion of the Mein Schiff fleet?

On average, we have about 50% repeat customers, depending on the itineraries we offer. Periodically, we organize event cruises that allow customers to experience our vessels for just a few days, providing a showcase for those who are unfamiliar with us or have never traveled on a cruise before. Additionally, we work diligently to offer constantly changing itineraries with new port stops. Similarly, onboard entertainment is regularly updated to cater to different tastes and to provide novelty for repeat customers. Our entire offering is dynamic, aiming to provide a product based on strong points but also on constant innovation and initiative in terms of itineraries, vessels, and onboard services.

Wybcke, returning to your role, what is your work philosophy within TUI Cruises? What can you tell us about your position and your team? There are CEOs who have held their positions longer than you, but we are also witnessing a trend of frequent job changes. I believe you have found a stimulating and welcoming environment to continue your work for the past 10 years.

I truly believe that the key to success and the ability to work well lies within the team. Throughout my tenure at the company, I have always been surrounded by valuable individuals with whom we have been able to drive forward new projects and foster an atmosphere of collaboration and affinity. Alone, we can accomplish nothing; we necessarily need people who perform their duties well, each in their own position, because ours is inevitably a team effort.

Thank you, Wybcke, for my experiences onboard. I can certainly confirm how the Mein Schiff fleet truly distinguishes itself for the sense of relaxation and the high value of the services offered, many of which are included in the overall cost of the cruise. It’s no coincidence that the upcoming vessel Mein Schiff Relax, will embody this cornerstone concept of the fleet, bringing further innovations to a company that currently boasts some of the most modern vessel in the world. But for now, it’s time to discover Mein Schiff 7, operational as early as next month. I sincerely thank you for your availability, and… see you soon onboard!

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Gabriele Bassi

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