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INTERNATIONAL MARKETS

t’s not only maritime technology that has changed over the cater their products to different tastes and interests. FAR LEFT: A souvenir photo shows
course of the last 127 years. With the advent of the Internet, While the Internet may have revolutionized how the Tom Escher (left) posing with China’s
Ithe course of tourism—the company’s main source of company is able to do business, this rate of change is hardly Consulate General (right) and his
business—has also changed forever. Gone are the days when slowing down. “Traveler behavior is changing,” explains wife before boarding for a private
charter cruise.
customers would have to walk up to the historic ticket booth Winsnes. Where travel agencies were once the company’s main
on Pier 43½ to purchase tickets for the day’s sail. Gone also form of access to international travelers, the recent influx of LEFT: A group photo taken onboard
are the decades where most passengers would learn about the book-it-yourself websites has slowly reduced the importance during the private cruise. China
Bay Cruise from a large print ad in their morning newspaper. of large tour groups. Individuals, even those living abroad, now represents one of the major new
Instead, thanks to the Internet, it is now possible for routinely use travel websites to discover and book their own international markets that Red and
White Fleet has been able to connect
customers from all over the world to learn about Bay Cruises San Francisco vacation activities. This means that the company with over the last few decades.
from travel websites and to purchase their tickets online. has had to reorient itself to make sure it reaches individual
“Eighty percent of [customers] see us online,” says Louise consumers, and not just the travel agencies and large tour groups OPPOSITE: With the advent of
Winsnes, director of sales and marketing. The Red and White that have dominated business over the last several decades. the Internet, the customer base for
Fleet also stays in touch with travel agencies around the globe While international business offers an exciting expansion Red and White tours has expanded
to promote their tours, working with local marketing firms to of the company’s markets, it comes with its ups and downs. greatly, as people from all over the In an international economy, everything is connected. When There is also the local market of Bay Area residents—
world go online to find the best
way to view the Bay during their airline ticket prices go down, sales for cruises often go up, and often their family and friends who come to visit. While
trip to San Francisco, and can even as more tourists are able to visit San Francisco. On the other tourism dominates the company’s ticket sales, the Red
book their tickets far in advance. hand, if the dollar is strong, tour sales may slump, as fewer and White Fleet is committed to building their market
To help develop these international visitors choose to travel to the United States that year. Just locally as well, reminding residents to be tourists in their
relationships and make their tours as Tom Crowley always planned in advance and adapted to own backyard. “When locals take our cruises, they love it,”
accessible to as many people as
possible, the Fleet has made their changes in San Francisco’s landscape—whether that meant says Winsnes. “They shouldn’t shy away from coming to
audio tour available in sixteen building new tour boats in anticipation of an influx of tourists Fisherman’s Wharf.” To this end, the marketing department
different languages. • The Chinese for the world’s fair or opening a 128-acre amusement park is always thinking of new products, and new ways to use
characters for “safe voyage” hang on Paradise Cove for local residents when that tourism later the company’s unique boats to their best advantage. Special
on the wall of the Red and White dried up—the Red and White Fleet must constantly assess the holiday cruises, sunset cruises, and private event options
Fleet offices.
shifting landscape of the global economy when planning how provide an ever-changing look at the beautiful Bay the
to market their tours. company calls home.

124 • Red and White Fleet Evolution • 125