Wow, cruises! We are struggling to send our clients to the most basic bucket and spade resorts and RCL are dreaming of a return to the floating incubation factories delivering 4000 clients from country to country on a daily basis. Ocean cruises resuming are at the bottom of a very long list of sorry parts of the tourism sector that need to resume before that.

Sad times.

Would it not make sense for CLIA to appoint a CMO to implement best practice and develop a standard for all cruises? Brands creating their own approaches is a incoherent approach to take and one that will add confusion when the industry needs to be delivering clarity.