What The Luxe
98. Space and Choice: Selling Ultra-Luxury at Sea with Caroline Smith, Group CMO of Regent Seven Seas Cruises
Caroline Smith cut her teeth on brands from Glenfiddich and Sailor Jerry to Hendrick's and Balvenie, followed by a stint in brand licensing for character brands, before finding herself in the cruise category. A coffee her husband talked her into with Regent Seven Seas Cruises turned into more than a decade at the company, where she rose from EMEA lead to Chief Marketing Officer and has just taken on group responsibility for Oceania as well. In this episode, Anant sits down with Caroline to unpack the business of selling luxury at sea. They discuss what it means to market a perishable product, where every unsold sailing is gone for good, and how that shapes a role split between building brand demand ten years out and spinning up campaigns in a matter of days. Caroline explains why discounting is a trap for an ultra-luxury brand, and why Regent spent years avoiding the word "all-inclusive" before leaning into it. They also get into the Seven Seas Prestige, a ship 40% larger than its predecessors carrying only 10% more guests, its 9,000-square-foot Skyview Regent Suite, and the moment former Formula One driver Pedro de la Rosa looked out from his balcony at the old Valencia circuit and was visibly moved.
