A Cruise
Company Reflecting Generations Of Maritime And Travel Experience
In the early 1990s, the Lefebvre family of Rome, former owners of Sitmar Cruises,
conceived and organized a unique cruise company pledging to build and operate the highest quality
ships in the ultra-luxury segment. John Bland, former president of Sitmar and one of the industry's
most respected executives, was appointed as Silversea's founding president. Bland worked with a
small but select group of professionals crafting what was to become one of the world's preeminent
cruise lines. The name "Silversea" was chosen because it connotes quality and luxury as well as
capturing the romance and special sensations of the sea.
Silversea's ships were designed to incorporate the very best elements of the world's favorite
cruise ships: an open, single seating dining room; an elaborate show lounge for nightly entertainment-an
element missing on other small luxury ships; an Italian crew and European staff; exquisite decor;
superb service and cuisine; and luxurious all suite accommodations, 75 percent featuring private
verandas. At 16,800 grt, these exceptional ships would accommodate a mere 296 guests providing
one of the highest passenger space ratios (56.75) of any ship at sea.
Sister ships Silver Cloud and Silver Wind would be wrapped-up in one truly all-inclusive price
featuring: all suite accommodations; roundtrip economy air transportation; deluxe pre-cruise
hotel stay; all gratuities; all beverages, including select wines and spirits; all port charges;
all transfers and porterage; and The Silversea Experience, a complimentary shore event offered on
select sailings.
When industry skeptics said an all-inclusive luxury product could never succeed, or when
competitors said there wasn't any room in the luxury market for another cruise line, Bland and his
team would simply respond: "We'll let the market decide."
Following two years of planning and preparation, Silver Cloud debuted in April 1994, followed by
Silver Wind in February 1995. Each ship received rave reviews from travel agents, press, and most
importantly, the guests. It appeared to all that a star was born.
With the product philosophy firmly in place, it became time to look at the future management and
growth of the company. In March 1995, Bill Smith joined Silversea as Senior Vice President of Sales
and Marketing. In November of that same year, Smith, a protÈgÈ of Bland since the days of Sitmar
(arguably one of the most popular cruise lines of all time), was tapped as Silversea's President
and Chief Operating Officer. His mission: to consolidate the worldwide functions of Silversea,
maintain and even exceed its excellent service standards, and guide the company into a successful
and profitable future.
During his first two years as President, Smith made final appointments to his management team
(see attached roster) and guided the company on a successful course as it grew from about 25
employees to its current roster of more than 100 in the Ft. Lauderdale headquarters, and an office
in London that handles sales and marketing in the UK and Europe. Silversea also has a worldwide
network of General Sales Agents (GSAs) representing the company internationally.
When Silversea began promoting cruises in 1993 for its inaugural cruise in April 1994, only the
Sales and Marketing division was based in Ft. Lauderdale. Under Smith's direction, the line
consolidated all of its functions in the corporate office in Ft. Lauderdale: Finance and Hotel
departments relocated from Monaco in Spring of 1995; Reservations came in-house in September
1995 (formerly handled by Certified Vacations); and finally, in April 1997, all Vessel/Marine
Operations relocated to Ft. Lauderdale as well.
With the creation of the Vessel Operations Division all marine, deck and engine, manning, and
hotel operations are now managed from Ft. Lauderdale. As a result of this expansion, Silversea
no longer required the services of V. Ships of Monaco. In only its second full year of operation
(1996), Silversea's ultra-luxury sister ships Silver Cloud and Silver Wind sailed at near
capacity often exceeding an 85 percent load factor and the line ended 1997 with equally impressive
results.
The readers of Conde Nast Traveler magazine echoed the sentiments of the agent community when
they voted Silversea "World's Best Cruise Line" in 1996. Never before in the nine year history
of the Readers' Choice Awards has a cruise line received as high a rating (93.7) and topped the
list of 100 best travel companies in the world. And this was only the first year of Silversea's
eligibility.
The list of accolades continues to grow: Silversea was again voted "World's Best" by the readers
of Conde Nast Traveler in 1997 and again in 1998; and, the readers of Travel & Leisure consider
Silversea to be the very best small ship cruise line as well (1997 and 1998). The line's
exceptional product has consistently garnered the highest possible accolades from leading guide
books including: Six Stars, Fielding's Guide to Worldwide Cruises (1996, 1997, 1998, 1999);
Five-plus Ribbons, Stern's Cruise Guide (1997, 1998); Six Stars, Access Cruise Guide (1997-debut
year); "Number One Cruise Line" and "Number One Cruise Ship Cuisine", America Online (1997); and
"Best of the Best" Suites, Travel Holiday (1995).
Not one to rest on its laurels, Silversea is always searching for new and innovative ways to
develop and perfect its product. Strategic marketing alliances with prominent world names such as
Relais & Chateaux - Relais Gourmands and National Geographic provide an enrichment aspect to Silversea cruises not found
on other lines. In 1997, the very first designer jewelry boutique at sea debuted aboard Silver
Cloud and aboard Silver Wind in 1998, to date, sales in the Bvlgari shop have exceeded expectations. And in 1998, the line's
"Silver Links" golf program and fly-fishing cruises will debut. All said, it provides a nice balance
of culture, cuisine, history, fashion and activity.
They say imitation is the best form of flattery and in mid-1997 some of Silversea's competitors
began including complimentary beverages in their cruise product. It is well understood that
clientele at this end of the market can afford the fine wines and beverages that have always been
offered complimentary on Silversea. Cost to the guest wasn't the concern when it was decided this
would be part of Silversea's all-inclusive product. Rather, a sociable and friendly atmosphere
was the goal. It obviously worked as Silversea has always been described as a friendly ship with
a relaxed, casual elegance.
Silversea's product concept and delivery is validated by its guests. After just three years of
both ships in full operation, the line boasts a repeat guest rate over 35 percent. And membership
in its Venetian Society (repeat guest program) is growing steadily. Travel agents and guests alike
appreciate Silversea's no-discounting business philosophy and all-inclusive product delivery.
And they love the verandas, too!
Silversea is bullish on the future of the ultra-luxury market, and is
expanding its fleet with the addition of two slightly larger vessels that will be of similar
design and style as Silver Cloud and Silver Wind.
Today, Silversea Cruises has set a new cruise industry standard in the ultra-luxury market by
bridging the gap between ocean-liner and small-ship cruising. The line is distinguished by its
all-suite ships, all-inclusive pricing, imaginative global itineraries and genuine hospitality.
As the line prepares for the future, it is quite clear that the market has decided: Silversea is
an undisputed success.
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