Niche Cruises Take Share of Tourism Market.

• Author: ORR, VANESSA

Smaller ships provide quality cruising for selective clientele.

Imagine sailing through a secluded fjord, watching a pair of frolicking humpback whales from less than 100 feet away. The air is crisp, the boat is quiet, and the magic that is Alaska surrounds you, immersing you in a feeling as inspiring as the land itself. Later in the day, you might take a hike on an uninhabited island, or spend the afternoon sea kayaking, watching brown bears as they meander along the beach. This is Alaska off the beaten path, and it's quickly becoming one of the preferred experiences of travelers coming to the Last Frontier.

According to Gordon Thorne, public relations consultant to American Safari Cruises, small ship and yacht cruises are enjoying a renaissance as travelers opt for a more personal tour of what the Great Land has to offer. "We're dramatically ahead of last year's bookings--I estimate that we're about 20 percent higher than last year," he said of the company's 2001 season. "We're seeing a strong increase from last year, and that year's bookings were better than the years before."

Cruise West, formerly Alaska Sightseeing Cruise West, also reported a significant increase in bookings, with this season showing a 23 percent increase over the same booking period for 2000. Last year, the company showed a 17 percent increase from the year 1999. Glacier Bay Tours and Cruises has added two new ships and an additional destination since 1996, and The Boat Company now runs three boats during the season, and is in the process of moving its headquarters from Seattle to Sitka.

Still, not all cruise lines are seeing such growth. While the larger cruise lines are still attracting passengers, the North West CruiseShip Association, which represents nine major cruise lines serving Southeast and Southcentral Alaska, reports more modest increases in their members' growth. In 1997, cruise traffic grew by 17 percent, in 1998, 10 percent, and in 1999, 6 percent. Overall, the visitor industry itself experienced a slowdown, which the association credits to less tourism advertising.

So why, in a time when statistics show only modest increases in the number of travelers coming to Alaska, are niche cruises seeing such an influx of customers?

An Intimate Experience

"While I think there are a variety of factors in why customers choose smaller cruises, I think one of the reasons is that customers want to feel unique instead of being one of the teeming multitude," explained...