IO2 M7 - Cruise operations management

BLUe growth connects European Seas BLUES 2017-1-EL01-KA202-036307 IO2- Training Course on Costal and Cruise Tourism M7: Cruise operations management

Cruise operations management

Norway

Planning, organizing, monitoring and control of shipboard and land based operations as well managing the crew and staff Focus of cruise operations management are customer services from embarkation to disembarkation of the passengers and related to them operations.

The content of cruise operations management

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The content of cruise operations management

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Shipboard and shore side cruise operations – Operations related to customer services

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Customer services

Discussion: In which facilities are you interested in when you are about to travel with a cruise?

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Main goals are: 1. Customer satisfaction and “excellent, unique, unforgettable experience� for passengers 2. Motivated, delighted staff and crew 3. Good team work and communications 4. Discipline and strict following the board and land based regulations and rules 5. Sustainability: Profitable sales and effective operations, environment protection and social responsibility

Goals and priorities of cruise operations management

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Goals and priorities of cruise operations management

Main priorities are: 1. Orientation of staff and crew work so that all cruise operations reciprocate to desires, needs and interests of customers and their recreation and relax, entertainment, hobby, special interests 2. Maintaining good conditions for life on the board, respect to the employees rights, payment according the contract, career orientation and support 3. Developing good relations and communications between members of staff and crew 4. Training, information and control methods for regulations and rules on the board and shore side 5. Respect to diverse and local religion, culture and ethnic values and background 6. Applying the ecological standards 7. Efficient use of resources, utilities

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Key activities and tools of cruise operations management – managing staff and crew

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Socializing of staff and crew Team building Customer Care training Schedule and timesheets development Leading and stimulating Monitoring and assessing work of the staff and crew Promotion / fire / recruiting

Key activities and tools of cruise operations management

1. Logistic planning 2. Stock monitoring and control 3. Survey customer satisfaction 4. Developing system for customer complains and claims 5. Developing and applying indicators for monitoring of customer services 6. Developing and applying indicator for supervising the staff and crew performance 7. Tasks planning – chain chart and dissemination, and schedule 8. Staff and crew training 9. Motivation and promotion of personnel 10. Communications with staff and crew, including feed back and assessment reports 11. Reports developing and submitting - results, problems, work performance

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Management positions on a cruise ship

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There are 2 types of personnel on the ship: 1. Officers working in deck, engineering, hotel services and radio department 2. Non-officers constituting crew and staff

Management positions on a cruise ship

Crew members work in the same 4 departments as officers Staff - personnel for customer services – shop assistants, photographs, accommodation services, beauticians, entertainers, casino staff

Management structure on the cruise ship

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Management structure of hotel services department

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Managers in hotel services department

Administration Manager – Assistant Purser Front Office Front of House Managers – Assistant administration manager Junior Assistant Purser Manager – Front Office Manager Crew Assistant Manager Shore Excursion Manager Assistant Shore Excursion Manager

2. Accommodation Manager & Night Manager • Assistant Accommodation Manager – Accommodation Administration • Accommodation Supervisors • Public Areas (Deck & Lounge) Supervisors • Utility Steward • Cabin Steward • Butler • Laundry Master • Assistant Laundry Master

Managers in hotel services department

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F&B Manager Senior / Assistant F&B Manager Executive Chef Kitchen Brigade Bell box Chief Bar Steward Bar Supervisor Assistant Bar Manager Maitre d’ hotel Restaurant Manager Head Waiters Head Sommelier and Assistant Sommeliers Steward and Utility Steward Crew and Officers Mess Chef

• Executive Purser Hotel Director or Personal Services Director leads hotel services department and is responsible for quality of customer services (accommodation and F&B services), work performance of crew and staff in the department.

Manager’s roles and responsibilities on a cruise ship and land

• Cruise director is responsible for entertaining customers and crew on the ship and for employees as musicians, actors, comedians, singers, social hosts, sound, stage and light crew, health, fitness and sport instructors, children’s staff and special experts.

• Staff captain is responsible for all members of the crew and staff as well for customer training, safety and security, motivation, promotion, discipline, labor rights protection.

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Videos

Day in the Life of a Guest Services Manager - Disney Cruise Line Jobs (4:39) https://www.youtube.com/watch?v=PPEnl0NlVAM

Cruise staff management

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Job market in cruise tourism • A big scale from supply side – approximately 1.000.000 total jobs (direct jobs on a board – 500.000 worldwide and 200.000 in Europe)

Job market, competitive skills in a cruise tourism

• Limited from demand side because there is a need for skilled and experienced personnel in customer/ passenger services, with foreign language knowledge (at least English), living on the board away from home country, working in multicultural environment, long-hours and keeping very strict rules of discipline at the sea • Skilled chefs and cooks, accommodation stewards, waiters, sommeliers, bar tenders, public services stewards, shop assistants, photographers, artists and entertainers, beauticians, medical staff, massage therapists and fitness instructors, bakers, shore excursion staff – high professional, excellent intercultural communication and team work skills

• Very important highly complex socio-cultural skills that underpin the customer-service relationships or interpersonal communications

Job market, competitive skills in a cruise tourism

• Abilities to work in multinational, very diverse environment – personnel from at least 40 nationalities, diverse cultures and backgrounds, workforce with different age, education, religion, race, ethnicity • Abilities to work in isolated working environment, physically constrained, limited time for off-duty and ready for call back during the break

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Crew and staff organizing and supervising

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Long or short contract Rotating “watch keeping” 24 hours – watch duties with 4 hours duration - 8.00-12.00, 12.00-16.00, 16.00-20.00, 20.00-24.00, 00.004.00, 4.00-8.00 Organizing chart for personnel in Hotel services and Entertainment departments

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Career development in cruise tourism

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Waiter – Head Waiter – Restaurant manager Cabin Steward – Accommodation Supervisor – Accommodation Manager Cooks – Executive Chef - Food & beverages assistant manager Bar tender – Assistant bar manager – Bar manager Receptionist – Front Office Manager

Videos

Jobs Available On Board - Royal Caribbean Cruises Ltd. (10:39) https://www.youtube.com/watch?v=iCvlZRG0dXc

The reality that emerges to define the cruise industry in a global sense is the way the industry capitalizes on sourcing and utilizing its human resource.

Summarizing:

Career development in cruise tourism problems

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lowest ranking employees (e.g., waiters and cabin stewards) are usually from Eastern Europe, Central America and Southeast Asia (mainly Philippines) • Middle ranking staff (such as supervisors and head waiters) are frequently from Eastern or Western Europe, while • highest echelons (officers, hotel managers, Cruise directors and pursers), usually originate from wealthy countries such as the United Kingdom, Germany, USA or Australia Norway

• Company /brand / ship practice, standards, regulations and directive, organization structure and hierarchy • Values and rules of behavior and conduct • Customer Care • Job/profession related practice on a board • Environment protection standards

Training – subject of training sessions

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References

1.

Airey, D. and Frontistis, A., 1997. Attitudes to careers in tourism: An Anglo Greek comparison. Tourism management, 18(3), pp.149-158.

2.

Chen, J.M. and Nijkamp, P., 2018. Itinerary planning: Modelling cruise lines’ lengths of stay in ports. International Journal of Hospitality Management, 73, pp.55-63.

3.

Figueroa-Domecq, C., Pritchard, A., Segovia-Pérez, M., Morgan, N. and Villacé-Molinero, T., 2015. Tourism gender research: A critical accounting. Annals of Tourism Research, 52, pp.87-103.

4.

Gibson, P., 2008. Cruising in the 21st century: Who works while others play?. International Journal of Hospitality Management, 27(1), pp.42-52.

5.

John Portelli (2015) Cruise Tourism in the Mediterranean: Challenges and Opportunities, Roma Cruise Terminal

6.

Lee, S., 2013. Cruise Operations Management: Hospitality Perspectives.

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Luković, T., Asić, A. and Šperanda, I., 2015, October. Destination development for cruising tourism.

In DIEM: Dubrovnik International Economic Meeting (Vol. 2, No. 1, pp. 839-850). Sveučilište u Dubrovniku.

8.

OECD (2016) Cruise Shipping and Urban Development: The Case of Venice, International Transport Forum

9.

Paoli, C., Vassallo, P., Dapueto, G., Fanciulli, G., Massa, F., Venturini, S. and Povero, P., 2017. The economic revenues and the emergy costs of cruise tourism. Journal of Cleaner Production, 166, pp.1462-1478.

10. Philip Gibson, Richard Parkman (2012). ‘Cruise Operations Management: Hospitality Perspectives’. Taylor & Francis 11. Richardson, S., 2009. Undergraduates’ perceptions of tourism and hospitality as a career choice. International Journal of Hospitality Management, 28(3), pp.382-388.

12. Vogel, M., Papathanassis, A. and Wolber, B., 2012. The business and management of ocean cruises. CABI. Norway

60 minutes

Quiz

Now you can go ahead and answer the questions at the quiz for Module 7, that you can find on the BLUES portal at www.bluesgrowth.eu In case you fail the first time, don’t worry.

You have a second chance to pass the test.

Good luck!

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