Travel Track On Sirk TV Print Feature: Chris Prelog Of Windstar Cruises [Miami Office Opening - FL]

Making a move from one coast to another provides a sense of perspective but also an expansion of possibilities. With the opening of the new Windstar Cruises HQ office in Doral, not far from Miami International Airport and Port Of Miami, Windstar celebrated its new digs. For Chris Prelog, President of Windstar Cruises, that movement represents the continuing burgeoning of the brand

“There's so many reasons why Miami, Florida is a great location for this company. First of all, the suppliers have endless departments here. There are the travel agents. I mean, so many of the networks the cruising industry is dependent on are just here.” The ships too are closer. Also, he explains, flying to Europe, going to the Caribbean or making your way to Central America is just simpler from Miami. It is also, he says helps with officers placement because it is a different flight if someone has to come from Europe to Miami versus going through Seattle via New York then coming back to Miami. So logistically it makes sense.

“And the competition is here too, and that's good, right? Because I mean, you stay in touch and you work with other cruise lines, executives.” Prelog points that even within just this new office building, Starboard has their HQ as well. “So we are around other cruise lines. It's really a hub of all things cruise here in Miami.”

One of the aspects Prelog presented in the opening event at the new office was the inclusion of Miami art collective Fountainhead including some of their artists on future Windstar cruises. Local artist Typoe even did an integrated mural within the actual office. It is that balance of art, hospitality and commerce that makes Windstar unique. This also reflects, of course, in local excursions on some of the routes and, of course, culinary experiences.

“We always pride ourselves to be in touch with the local communities, whether we sail to them or whether we live there. And actually, this is something we're really proud of and really focused on. Our James Beard Foundation with the culinary cruises we're doing and how we enhance the culinary experience is just one example. But Fountainhead with the art is a different kind of example.” Prelog says that the culinary role is always a connector. “People love to talk about food. But people also love to talk about art as well.”

But like all creative endeavors, appreciation is subjective which allows for a effective amount of discussion.. “Subjective too [of course]. But with the 'Oh, I love this! No, I don't like it!' It's still going to be a conversation starter. Doing that on the ships and supporting local artists, I think it's the right thing and it's totally on brand with Windstar. And doing it in our office [with the art], it's just really cool because that's also an extension of what we do on the ships. So the employees who work for us have the same sort of experience as to what our product sort of core DNA is all about. And that's why we did it.”

This frame of mind also is key to expanding operations. With their core brilliant cruises in the South Seas in Tahiti, doing more expanding routes in the Caribbean region is part of the plan too.

“Tahiti is our core program. We have a bigger ship coming there in 2024 because we want to grow that market. But Windstar, [in terms of] an evolution came with the Star Class, where we increased the capacity by 100 people for guests and 50 suites” It is that aspect of capacity, he says, and that the ships can go to very small ports that also sets Windstar apart. “That's one of the big features of Windstar Cruises is that we are off the beaten path. Our new ships allow us to go further because they're now slightly larger, so you can have a greater distance and get guests to our new destination and in an all-suite environment.” It is about balance but it continues to build the brand. The Star Class, Prelog explains, was “a pretty big change for Windstar with all suites, and yet we still have our traditional Mint product. So we offer really two products under one brand.”

The Caribbean, he says, will be a perfect example in that same approach. “Windstar gives you access to local businesses, islands and whatever. All of our ships have a marina watersports platform, so we can just anchor in a bay, drop the stern of the ship, and guests can swim off the back. It doesn't get more local than that. I mean, it's truly a immersive experience.”

In this way, Prelog concludes, Windstar offers an intimate experience with that sense of luxury and connectedness. “It's small ships which allow you to have that and guests love it. When we first came out of Miami, we started with a cruise programme in the Caribbean called 'Beaches & Bays'. All we were doing is going to bays and beaches. So the ship becomes the center and the enjoyment and vacation and guests are thrilled to just not be home sitting in the house. That was very successful and we'll being doing more of that in the future.”

By Tim Wassberg