It’s been more than eight months – eight long months – since the first cruise companies suspended sailings in the face of the global coronavirus pandemic.
Others followed like dominoes and, aside from a handful of exceptions, have remained in limbo while clinging on to hopes of a slow return to service next year.
Yet while cruise devotees have been deprived of their regular dose of vitamin sea, they haven’t been completely marooned.
Behind the scenes, cruise life has continued apace as leading lines have channelled their energies into building and nurturing online communities brought together by interests as diverse as live musical recitals, Zumba classes and even a sprinkling of Disney magic.
Holland America Line (HAL), Silversea, Seabourn and Regent Seven Seas Cruises are among those which have targeted regular guests with dedicated programmes of activities and pastimes.
But leading the field has been the ambitious initiative of ocean and river cruise operator Viking. It’s digital Viking TV channel evolved from a kitchen table idea and has taken on a life of its own with a daily schedule of insightful topics and themes – even winning a 2020 Silver Travel Award for product innovation.
In March, Viking was the world’s first cruise line to suspend global sailings, but making such a momentous decision spurred the line’s Norwegian founder and chairman Torstein Hagen and his daughter Karine, who is vice-president, into action.
“It was an idea that was conceived fast and delivered fast,” Karine told Telegraph Travel.
“My father and I felt that if we cannot bring our guests to the world, let’s bring the world to our guests. So within two weeks of suspending operation of our ships, with a small team and budget, we had a platform ready to livestream every day at the same time.”
Each day was given its own theme with Museum Mondays bringing privileged access to leading institutions that included the British Museum and the priceless collections of St Petersburg’s Hermitage; At Home Fridays where guests tuned in for a behind-the-scenes peek at various locations including Highclere Castle (setting of Downton Abbey) with the Countess of Carnarvon; and Wellness Weekends comprising mind and body yoga sessions.
Since its inception, there have been more than 230 Viking TV livestreams, which Karine says have attracted 1.5 million unique users, mostly from the US and UK, who either watch live broadcasts, view them on demand the following morning or choose from the archive. As the service is freely available, viewers are a mix of past Viking guests and those who have never cruised with the line.
Broadcast journalist Anne Diamond is one of the channel’s stalwarts who has interviewed luminaries such as explorer Robin Hanbury-Tenison, NASA astronaut Dr Anna Fisher, the Duke of Devonshire and young gifted classical musicians, and sisters, Alma and Helen Deutscher.
A recent highlight was the guest appearance of world-renowned cellist Yo-Yo Ma, when viewers were able to submit questions, while on another occasion a Viking Privileged Access experience was brought to life when aristocrat William Lobkowicz and his son recorded an exclusive tour of the family’s Lobkowicz Palace in Prague.
“We have been able to carry a daily dose of positive enriching programming in line with what we do on our ships,” explained Karine, who has been very much the driving force of this initiative.
“For me personally, the highlight has been the knowledge that Viking TV has and will continue to help people get through a very difficult time.”
Such has been its success, that what may have started life as a short-term project now looks to continue and evolve even as the world returns to normal.
But while Viking TV has been the most extensive initiative, other lines have developed their own online offerings. Holland America’s HAL@Home series started at the onset of the pandemic with musical performances, destination videos and recipes, while luxury line Silversea has promoted its To the Curious series that includes guest speaker virtual lectures and assorted blogs on topics such as photography and recommended reads.
Regent Seven Seas Cruises launched its Regent Connects programme of blog posts and videos earlier this year with special recipes from the line’s chefs, a teatime piano concert by one of the line’s onboard pianists and virtual tours that have featured the Uffizi Galleries in Florence.
Royal Caribbean International has attracted audiences of 100,000-plus for virtual concerts and its own online “Very Virtual Variety” shows featuring regular performers who make up the 5,000 artistes who perform on the line’s ships each year.
River cruise lines Scenic and Emerald Waterways engaged with viewers through interactive quizzes, while Disney Cruise Line has injected family fun with virtual viewings of some of its stage shows such as Beauty and the Beast.
Cunard’s chefs scored an appetising success when their recipe video on how to make Cunard Bakewell Muffins became their most engaged hit of the year with hundreds of enthusiasts posting tips and images on social media.
The line’s entertainment director Neil Kelly also proved popular with his Facebook Zumba classes attracting guests from across the world – including one elderly couple, who credited the sessions with not only getting them through the first lockdown but also keeping their marriage intact, too.
