Hamburg - Every generation needs something to make it feel special. TUI Cruises has decided to offer a special cruise liner to cater to the needs of baby boomers. "It's a ship for the baby boomers," said Richard Vogel, head of TUI cruises, in Hamburg, adding, "We are going to offer relaxed vacations in first class settings.
To that end, the four-star-plus ship MS Galaxy, currently operated by US Celebrity Cruises, will be renovated. Afterwards, the MS Galaxy, built in Papenburg in 1996, will have space for 1,960 passengers - who will not be part of an exclusive club.
"There's no event planning and no dress code," said Vogel, adding this is bound to fill a market niche. "Our target group would like to get on a ship, but hasn't realized it yet. Our potential guest comes from the country."
In other words, guests won't have to be lured away from the competition. German will be the main language aboard the ship.
"Our guests like to travel to foreign countries, but think it's nice to be able to speak their own language when they are on board." The trip will cost an average of 140 to 250 euros (216 to 385 dollars) per person per day.
To this end, the ship will position itself in the contemporary market - the German answer to competitors like MSC, Costa or Norwegian Cruise Lines.
"This is a growing middle that is occupied by international competitors, but no Germans," said Vogel.
And this comes in an era of continuous growth for the German cruise ship industry at 10 per cent annually since 1995. By 2009, the number of German cruise line guests is expected to rise to 824,000. At the same time, the baby boom generation is growing older.
"Baby boomers like taste and comfort, nature and culture. They want to do something nice for themselves," said Vogel.
But a two-month overhaul of the ship is necessary before the liner can head out. Afterwards, the MS Galaxy will have 980 cabins, 45 per cent of those with balconies. They will have enough space for a guest to stretch out on a hammock. That option will be available on other parts of the ship as part of TUI's "relax" concept.
"It meets the needs of baby boomers," said Vogel.
The ship will also have quiet zones, similar to a concept being tested on Aida Cruises' Aidabella, which also has expansive lounge areas.
The pool deck and casino will also be renovated and expanded. The spa area alone will have 1,750 square metres, with an ocean view from the sauna, gym and exercise rooms. This also hearkens back to the latest generation Aida ship.
The relaxation concept would not work with long queues at the buffet or two dinner shifts. Instead, there are several restaurants on board, including a steak house, a pasta restaurant and a sushi bar.
A "one-dining" concept means there will be lengthy serving hours, even out on deck.
As baby boomers are often watching their figures, TUI has special menus on offer which include plenty of water, omega-3 fats, minerals, vegetables and fish.
"Of course, there's also pizza," said Vogel. "But we also have a clearly defined nutritional concept for anyone who wants to spend a week doing something for their body and soul."
From May to September, cruises will go to northern Europe and the Baltic Sea.
"Our target group has so far been reluctant to visit these areas," said Vogel. But expressed optimism that cities "like St Petersburg and, above all, Tallinn, will meet with greater acceptance than a few years ago."
The Galaxy will visit the Mediterranean in autumn and then cruise the Caribbean from November 2009 through March 2010. TUI Cruises is a relatively new brand, created on April 22 by a joint venture between the US-based Royal Caribbean Cruises and TUI.
But TUI does not intend limiting itself to a single ship. Two other new ships are being planned, which does not mean the Galaxy will be mothballed right away, as the company will have invested 50 million euros in renovations.
"We expect to use it for eight to ten years." Internet: www.tui-cruises.com
