---

July 1, 2025

We are delighted to invite Gabriella Fonzo, Senior Director of Sales EMEA for Oceania Cruises and Regent Seven Seas Cruises, to share her insights through an in-depth interview focusing on the marketing strategies, brand positioning, and evolving consumer expectations in the luxury cruise sector.

Given her unique experience across two of the industry’s most refined cruise lines, her perspective would be invaluable to our readers and professional audience. I also believe it’s quite uncommon to have the opportunity to speak with a professional who is directly responsible for the development of two distinct brands. This makes it even more interesting to explore certain aspects together, as it allows us to better understand both the differences and the common ground between them.

Gabriella, thanks so much for being here and for your availability. Before we talk about your current role — which, by the way, was recently renewed — tell us about your previous experiences and how you first came into contact with the cruise industry. Did you actively seek to work in this field, or did your career begin without a particular focus on this specific area of the tourism sector?

My journey into the cruise industry was quite a natural progression, rooted in a lifelong passion for travel and discovering new cultures. I began my career in a small travel agency, followed by a role at a tour operator based in Naples. Around that time, MSC Cruises was expanding its fleet and establishing new offices internationally. I applied, was fortunate to be selected, and that marked my first steps into the cruise world.

However, it was in 2007, when I transitioned into the ultra-luxury sector, that I truly found my passion. A few years later, I joined Regent, and I’ve been incredibly proud to be part of a brand that sets the benchmark for ultra-luxury cruising.

You oversee marketing for two highly distinctive luxury cruise brands. How do you maintain the unique identity of each while leveraging synergies where appropriate? Can you give us examples of how the tone, visuals, or channels may differ—or overlap—between the two?

Both Oceania Cruises and Regent Seven Seas Cruises are luxury brands, but they have very distinct personalities and value propositions, which is essential to preserve in all our marketing efforts.

Oceania Cruises is the cruise line for true food lovers — it was created by foodies, for foodies. Our messaging highlights the onboard culinary excellence, immersive destination experiences, and the luxury of choice that comes with our small, elegant ships and award-winning itineraries. The tone is curious, inspired, and refined — designed to speak to travellers who are passionate about gastronomy and culture.

In contrast, Regent Seven Seas Cruises is positioned as the world’s most inclusive ultra-luxury cruise experience. The brand is grounded in elegance, timeless luxury, and truly personalised service. Our visuals and messaging emphasise spacious all-suite accommodations, elevated inclusions, and a level of service that is genuinely unrivaled at sea. The tone is warm, sophisticated, and confident, always underscored by heartfelt hospitality.

Of course, there are synergies — particularly when it comes to media planning, trade partnerships, and certain shared audiences who are simply at different points in their luxury travel journey. But from a creative and messaging perspective, we’re careful to ensure each brand remains true to its core promise — because that’s what resonates most with our guests.

The concept of “luxury” in cruising has evolved significantly over the past decade. From your perspective, what defines true luxury today for your clientele, and how do your brands translate that into consistent and tangible marketing messages?

Luxury in cruising has undoubtedly evolved over the past decade, and both Oceania Cruises and Regent Seven Seas Cruises have adapted and led that evolution in different but complementary ways. Today, true luxury is no longer defined by formality or extravagance alone — it’s about space, choice, and personalisation.

Across both brands, we’ve seen a growing desire for space — not just in terms of physical room, but also the feeling of freedom it brings. Guests value the absence of crowds, the lack of queues, and the ability to choose whether to engage socially or retreat into solitude. Our smaller ships deliver that effortlessly, offering an intimate onboard experience without compromise.

We’re also seeing strong demand for bespoke itineraries — our guests are curious, seasoned travellers who often see cruises as a way to check off once-in-a-lifetime destinations. They want to go beyond the beaten path, and both brands cater to that, with deeply thought-out voyages that reflect a growing appetite for meaningful discovery.

Finally, we’re seeing a rise in interest for themed or specialty sailings. Oceania Cruises offers food focused sailings featuring culinary icons like Claudine Pépin and Sara Moulton, or our two Master Chefs of France, our executive culinary directors Chefs Alex Quaretti and Eric Barale. Regent’s Spotlight Voyages, meanwhile, offer guests enriching experiences tied to artistry and heritage — from Fabergé to the Roux culinary legacy.

In marketing terms, we translate all of this into messaging that focuses less on material luxury and more on emotional richness, personal freedom, and transformative travel — which is what modern luxury really means to our guests.

In a highly competitive market, differentiation is key. How do your companies position themselves against other luxury cruise providers? What are the core pillars of your brand narratives that make them stand out?

As mentioned earlier, differentiation begins with knowing exactly what our guests value — and ensuring our brands deliver on those expectations with absolute consistency.

For Oceania Cruises, it’s all about culinary excellence, destination depth, and the luxury of choice — delivered on eight elegant ships. Oceania Cruises’ ships rarely repeat an itinerary, meaning guests enjoy an unparalleled choice in where to sail and for how long, from a seven-day Caribbean getaway to a 244-day world odyssey; from iconic cities to place you never knew you wanted to visit and everywhere in between.

For Regent Seven Seas Cruises, we lead with the most inclusive ultra-luxury experience at sea, paired with truly unrivaled space, service, and personalisation. By staying true to what matters most to our guests, and not trying to be everything to everyone, both brands stand out clearly in a crowded market.

Customer expectations are becoming increasingly sophisticated. How do you gather and integrate feedback from guests to inform marketing strategies? Can you speak about any specific campaign or initiative that was born from direct customer insight?

Guest feedback is absolutely central to our marketing strategy — and to our business as a whole. We draw on a wide range of data sources, including periodic marketing surveys, focus groups, social media sentiment, booking trends, and shipboard guest experience feedback. Together, these insights help us build a clear and evolving picture of what our guests truly value.

This feedback doesn’t just shape our messaging — it influences everything from itinerary planning to ship design. A great example of this is seen in our newest ships: Oceania Allura for Oceania Cruises launching in July this year, and Seven Seas Prestige for Regent.

By truly listening to our guests, we ensure that every campaign and offering is grounded in what they actually want — not just what we think they might like. That’s what keeps our brands relevant, resonant, and ahead of the curve.

Sustainability and conscious travel are now essential to high-end travelers. How are these values incorporated into your marketing communication? Do you see this as a growing decision driver in the luxury segment?

Sustainability is something we take very seriously across both brands. As part of Norwegian Cruise Line Holdings, we’re guided by our Sail & Sustain program — a comprehensive global sustainability strategy built around five core pillars: caring for nature, sailing safely, empowering people, strengthening communities, and operating with integrity and accountability.

We recently released our 2024 Sail & Sustain report, which outlines the meaningful steps we’re taking — from reducing emissions to investing in sustainable destinations and community engagement.

Digital transformation continues to reshape how brands engage with their audience. How do your marketing teams balance high-touch personalization typical of luxury with the scalability and reach of digital channels?

Digital transformation has opened up incredible opportunities to connect with our guests in more personalised and meaningful ways.

Luxury travellers over 50 are now more digitally engaged than ever. In fact, recent studies show that over 80% of US adults aged 50+ use smartphones, and the majority are active on platforms like Facebook and Instagram. This makes digital marketing not only viable, but essential for reaching and engaging our audience.

Both Oceania Cruises and Regent Seven Seas Cruises have cultivated passionate, highly engaged social media communities, and we use these platforms to tell rich brand stories and showcase guest experiences.

On board, we’re also integrating digital in thoughtful ways — such as immersive art tour apps — that enhance the guest experience without compromising the personal, human touch our brands are known for.

It’s all about striking the right balance between innovation and intimacy — and using technology to elevate, not replace, the luxury experience.

Luxury consumers often expect exclusivity, yet you operate in a global marketplace. How do you tailor marketing approaches for different regions, cultures, or language groups while staying faithful to a unified brand identity?

Both Oceania Cruises and Regent Seven Seas Cruises welcome guests from around the globe, with a truly international reach.

Luxury is a universal language, and the core offerings of our brands resonate with travellers regardless of nationality.

That said, we tailor our marketing approaches to specific regions by adapting language, imagery, and messaging to reflect local preferences and cultural nuances. With global offices spanning Miami, the UK, Sydney, and Brazil, we’re able to develop targeted campaigns that speak directly to different markets while maintaining a consistent voice which define both brands worldwide.

On a personal note: what do you find most rewarding about working in the luxury cruise industry? How has your own vision of luxury evolved during your career, and how does that influence the way you lead your marketing efforts today?

What I find most rewarding about working in the luxury cruise industry is being part of a passionate team dedicated to delivering truly unforgettable experiences. From the moment a guest makes a reservation to the moment they step on board, it takes a tremendous amount of hard work and attention to detail. Seeing my team share their enthusiasm and knowing we’re winning together is incredibly fulfilling.

Over the years, my own vision of luxury has evolved significantly. Today, luxury is less about formality and more about creating meaningful, experiential moments that resonate personally with each guest.

Without going into detailed figures and percentages, as this is not the place for a statistical analysis, could you give us a general overview of how your markets are performing for both brands?

We’re seeing growing demand for luxury travel as consumers place increasing value on their time and seek enriching, high-quality experiences.

Both brands are well-positioned internationally — Oceania Cruises appeals to discerning travellers who prioritise exceptional cuisine and immersive destination experience, while Regent stands out for delivering the most inclusive, ultra-luxury experience with unparalleled service and spacious accommodations.

Looking ahead, our growth ambitions focus on expanding our global presence and enhancing personalised offerings that meet evolving guest expectations. We believe the future of luxury cruise marketing lies in authentic storytelling, all while maintaining the personal, human touch that defines true luxury.

In essence, luxury travellers want to invest in transformative journeys that offer meaningful connections and lasting memories — and that’s what our marketing will continue to focus on.

Both Regent and Oceania are currently undergoing a period of fleet expansion. Are there any particular aspects of the new ships that you’d like to highlight—whether from a technical standpoint, in terms of interior design and onboard services, or even, why not, regarding the upcoming itineraries they will explore?

We’re thrilled about the fleet expansion for both Regent Seven Seas Cruises and Oceania Cruises, marking an exciting new chapter for both brands.

Launching this July, Oceania Allurais our eighth elegant small ship, following the success of her sister Oceania Vista which launched to global acclaim in 2023. Foodies will be delighted as Oceania Allura boasts four gourmet speciality restaurants – including our much-loved signature French restaurant, Jacques, and, a brand new venue The Creperie serving crepes, waffles and gelato throughout the day. The talented culinary team has been busy creating almost 300 new recipes debuting in The Grand Dining Room this year. Plus, our beautiful new ship, Oceania Allura, offers the most spacious standard staterooms at sea, all with verandas, and a guest-to-crew ratio of nearly 3:2, so the onboard service is always personal and attentive.

Regent’s Seven Seas Prestige™ will redefine ultra-luxury with 12 suite categories, including four remarkable new types — among them, the nearly 9,000-square-foot Skyview Regent Suite, and striking two-level Skyview Suites with private terraces and in-suite elevators. The ship is 40% larger but accommodates just 10% more guests, ensuring unrivaled space and comfort.

Prestige’s inaugural season spans 13 voyages across Europe and the Caribbean, reflecting our commitment to offering the most luxurious experiences at sea.

Gabriella, thank you very much for your insights and for sharing so much about both your prominent role and the philosophy and strategies behind the brands you represent. I believe it is increasingly important for an audience that pays close attention to what lies behind a product to understand the roles that make those products visible, accessible, and constantly evolving.

“It was also very interesting to get a glimpse—albeit brief—of the markets you closely follow. This is indicative of a broader trend that spans across different nationalities and can be compared with other brands within the cruise segment. It’s a complex vision, perhaps, but one we always strive to offer our readers—thanks also to the availability and clarity of professionals like yourself.

So once again, thank you sincerely for your time and generosity. We look forward to bringing our readers aboard the new Regent and Oceania ships soon, through the pages of Cruising Journal.

Don’t miss updates, mews and reviews about the world of cruises on Cruising Journal.

Gabriele Bassi

Comments