I learned German at school for 5 years. I actually remember my teacher Mr. Mason telling me I was rather good. I studied, listened to tapes and considering the words “could do better” and “needs improvement” and “if he is not careful John will grow up to become a Cruise Director” were used to describe all my other classes it was German where at least I was not at the bottom of the class. However as I sit here typing this blog’s introduction I can only remember a few words. I can say:
Wo ist Das Strassenbahnhalterstella………………”Where is the bus stop?”
Ich hebe ein Kopfschmerzen……………”I have a headache”…………… something my wife can say in 15 languages.
Why am I saying this…..well…………..I really wanted to introduce our guest star in German but unless he has a headache or wants to go on a bus I will have to stick to English.
You are all aware of our sister companies. ……….Princess, Costa, Holland America, Cunard and Seabourn. However, we have a European sister as well and as you might have guessed…………..she is a schwester……….a German sister. Her name is Aida and my friends who have recently returned from a voyage on one of their ships told me quite simply that the ship, the atmosphere in fact the whole package was one of the most brilliant voyages they had ever taken.
I was therefore curious myself……………….I wanted to know more ……………. .so I thought I would go to the top and ask just why this brand is one of Carnival Corporation’s most successful.
Meinen Damen und Herren (Ladies and Gentlemen……Heidi speaks fluent German)…………..please welcome the President of AIDA Cruises….Michael Tamm.
1. Michael, please can you tell us about your career within the cruise industry so far leading up to your current position?
I started my career at the Deutsche Seereederei in Rostock in 1985. After occupying various positions in the shipping department of the DSR, I joined the cruise division in 1993. From 1994 until 2004 I oversaw the establishment and expansion of the AIDA fleet as Senior Vice President Operations of the company. In June 2004, I was appointed president of AIDA Cruises.
2. For those of us who are not aware of the AIDA’s amazing success, can you tell us about the company’s history.
The German cruise market in the early 1990s was over-aged and stagnating.
We felt that there must be something else beyond the traditional concepts, a product being able to refresh the appeal of cruise ships in Germany.
We had always in mind to build up a strong brand and excellent product for the masses.
With the AIDA concept we created a product that was dedicated to the younger and more active passenger, achievable for those who did not cruise before.
From the beginning the share of passengers without cruise experience – apart from AIDA repeaters – has been in excess of 90 percent. The concept was dedicated for those guests preferring shore based vacation so far – in hotels or resorts – to take them to the cruise market and it works!
AIDA is today the biggest and the best recognised cruise line in Germany.
3. Lets talk about the ships. How many vessels do you have and what does the future hold.
We introduced our first ship in 1996 followed by two sister vessels in 2002 and 2003.
The first ship of the second AIDA generation – AIDAdiva – has been delivered in April 2007. She has been christened in a public event in front of 350,000 spectators – it was just amazing! I think AIDA played a key role to a complete change of perception of the customers versus cruise products. We will keep on growing in the years to come. We have another five 2,500-berth ships on order at Meyer Yard in Papenburg to be delivered from 2008 to 2012.
Despite a significant growth in the past: I am confident that we will see by far more German cruise passengers in future. We counted less than one percent of the German population of 82 million on cruise ships last year – we can introduce many new ships in future!
4. Where do your ships sail to?
Our increasing fleet enables us to enrich the variety of AIDA products with new destinations. We have currently two ships in Caribbean sailing out of Aruba on two different 14-day cruises. AIDAdiva is sailing in the Canary Islands whilst AIDAcara is deployed in the Arabian Gulf.
In summer we will be sailing with three ships in the Western and Eastern Mediterranean
and with two ships in the north of Europe. In fall 2008 we will be sailing first time in our history out of New York to Montreal on a number of 10-day cruises. And in 2009, we will introduce a very exiting itinerary in Asia with destinations from Bangkok to Singapore.
New destinations keep our product fresh and vital and extend the variety of choice for our customers. I am confident we will see many new deployment areas and destinations on the AIDA map in future.
5. Is there such a thing as a typical AIDA guest?
The typical AIDA guest is active, easy-going, young at heart and German-speaking. They enjoy a relaxed atmosphere and a casual style for their holiday. Also we are appealing to families to a wide extent.
6. Let’s chat about the onboard experience. On days at sea what will your guests enjoy and how will they spend their time.
AIDA ships are renowned for their youthful style and casual service. As a seagoing “club resort,” AIDA ships incorporate the successful elements of upmarket clubs and resorts in the premium and four-star range, with a host of on-board amenities and facilities that attract younger, more active vacationers. With no formal dress codes, AIDA’s casual on-board style includes high quality buffet dining as well as full-service restaurants. By day, there is a big emphasis on wellness and fitness activities in the large and popular AIDA Spa & Sports area, and on the expansive open decks. At night, there’s lively entertainment in the theatre, and the well-patronized bars and lounges create a festive, easygoing atmosphere.
7. Can we talk about food and drink? Are there any typical German influences during dining and within the entertainment areas?
Variety is the keyword. Dishes from every corner of the world directly prepared before the eyes of the guest or arranged on varied extensively decorated buffets – on the AIDA ships, each guest’s wishes are satisfied. Our restaurants offer different, international specialities cooked according to German tastes. Italian cuisine and Caribbean food are very popular among or guests. On the last day of the cruise, our guests enjoy a special farewell dinner with lobster and “Kaiserschmarrn” (cut-up and sugared pancake with raisins), which is a very popular Austrian dish. On special occasions like Christmas we serve the traditional German dishes like goose roast or carp and for dessert a stolen.
8. I once had the privilege of hosting a German speaking charter on the Carnival Triumph. We had 3,000 German-speaking guests and German/Austrian entertainment with Karl Moik and Musikanten Stadl. It was fantastic, it was wunderbar and the people were so much fun. I have heard from colleagues who have sailed on your ships that this atmosphere is relevant every night on AIDA ships………………..is this true and if so can you describe the onboard feeling.
The entertainment on AIDA ships is virtually legendary. The shows are especially produced for AIDA and can be exclusively watched only on board the four AIDA ships. The dancers and singers awake emotions that are meant to last. Entertainers, singers, dancers, comedians and the club team, they feel all as hosts aboard the club ships.
The opportunities for entertainment are varied: Beside the shows, there are a lot of activities like workshops, courses and games. Two live-bands and one DJ are always on board to ensure high-quality entertainment. For kids and teens, special activities are provided by the Kids Crew.
With regards to entertainment we have introduced an industry-new concept – the Theatrium – on board AIDAdiva. Three decks high, the Theatrium provides passengers on decks 9 through 11 with the opportunity to watch the ongoing shows as they wish – and if they wish. The Theatrium is in use right through the day, which means passengers can either sit down for just a couple of minutes, or stay and watch an entire show. With a number of bars, restaurants and other public areas adjacent to the Theatrium, the bottom line is that the available space on board the ship is being used more effectively. Even the rehearsals are open to everyone.
9. For people who just love cruising many of which will read this interview will be asking “would I enjoy an AIDA cruise even if I do not speak German?” ………………. how would you answer that?
AIDA offers a cruise experience that appeals too many people, not only German-speaking. Our crew speaks English, so there is no problem in communication.
I think the ingredients of the AIDA concept work not only for Germans. It is less a matter of nationality but expectations on the product. If you are seeking a less formal cruise product with a young and active flavour – than you will be exited about your experience onboard an AIDA ship!
10. Finally and in keeping within tradition on the blog it is time to find out a little bit more about you Michael. You are hosting a table onboard one of the ships and therefore please can you fill in the blanks.
WHATS FOR DINNER – USING THE ONBOARD MENU PLEASE CAN YOU TELL US WHAT YOU WOULD SERVE, MAYBE WITH SOME TYPICAL GERMAN FAVORITES.
I would suggest a menu from our gourmet restaurant ROSSINI:
APPETIZER – Scallops on orange-couscous
MAIN COURSE – stewed veal on celery mash with thyme froth and Barolo sauce
DESSERT – Spicy cherries with polenta ice cream
WINE SERVED WITH DINNER – Silvaner, Q.b.A. dry, winery Hans Wirsching, Franken / Germany
OK, TIME TO CHOOSE YOUR DINNER COMPANIONS USING YOUR FAVORITES FROM PAST OR PRESENT
A MALE FILM OR TV PERSONALITY: Morgan Freeman
A FEMALE FILM OR TV PERSONALITY: Drew Barrymore
A POLITICIAN: Nelson Mandela
A COMEDIAN: Steve Martin
A SPORTS PERSONALITY: Juergen Klinsmann (German Football-Trainer)
SOMEONE FROM THE WORLD OF CRUISING: Pamela Conover
Danke Schoen Michael for that great insight to what sounds a fantastic product. So, when you see the AIDA ship alongside you will know that aboard are fun-loving people enjoying great food, entertainment and one day I hope Michael will invite me to sail so I can see for myself just why Aida is so successful…………….that would be wunderbar……………..and I can tell the crew that I have a headache.
Gute Nacht
Ihren Freunden
Johann und Heidi
Filed under: Tales from the Ship
hello real bloggers
we had a great time,,,,,,,,
those so-called blogger want to be”s,,
the ones that bitched about the cruise,,
hears a word for you,,,,
STAYTHEHELLOFFTHENEXTBLOGGERSCRUISE
Heißen Sie willkommen hinteren John und heidi von einer Wunder ful Rundfahrt
here is a pice from erica at cruise critic she writes….I’ve spent this past week not only enjoying a Caribbean cruise but experiencing a unique phenomenon. The effects of John Heald’s blog have gone beyond entertaining readers and informing the world about Carnival cruises. It’s actually had a profound effect on people’s lives.
The first thing I noticed was the camaraderie among the bloggers. Big Ed, a frequent commenter on John’s site, not only was the first person to suggest a bloggers cruise, but organized the Evil Crew to plan a surprise birthday party for John. He and his gang exchanged 600 to 800 emails a day prior to setting sail on the Carnival Freedom. By the time they met face to face, Ed said he felt so close to everyone it was like being on a family reunion.
That sentiment was echoed by many bloggers throughout the cruise. Laura (aka Dive Trash) said the other bloggers felt like old friends the first time they met. Even though she came solo on the cruise, she sat at a dinner table with blogger friends and was never really alone. Blogger Vance summed up everyone’s feelings when he said, “We started out as friends and ended up as family.”
I also heard again and again how the blogger community supported each other. When blogger Southern Dreams and John’s friend Alan became ill, the readers responded with outpourings of well wishes, prayers, and support. In one week, the Evil Crew raised $1,300 to give to the Crone’s Disease and Colitis Foundation in honor of bloggers touched by these illnesses.
Even John acknowledges how his life has changed since the blog began. He’s learned to express himself in writing as well as he presents himself on a stage. He claims that his first posts weren’t funny at all, but then he figured out how to just be himself and write about what’s on his mind. He says the blog has changed his wife Heidi, too. At first, she was shy and didn’t want people to know about her life. Now she’s up onstage with John during the blogger events and taking photos with cruisers wearing “Heidi’s Fan Club” T-shirts.
Though the blog gets raves all around, the first-ever bloggers cruise is getting mixed reviews. The number one complaint I’ve heard is that the bloggers wanted more one-on-one time with John. One of the Evil Crew’s Princesses put it eloquently: “I feel close to John because I’m with him every day. I start my morning with his blog. So I want him to hang out with us like a regular guy.” The bloggers acknowledged that John was stretched thin with his duties as cruise director and wished someone else could take over those responsibilities so he could spend more time with his fans. John’s blog touches on the simple aspects of life–celebrity crushes, intestinal discomfort, married life–so his fans don’t want him on stage being a persona. They want him in the real world, among his people, chatting about Aston Martins and junk food.
However, for the most part, the bloggers have enjoyed the ship and their cruise experience. The highlight for many has been simply meeting each other. Dozens have already signed up for the second Bloggers Cruise in February 2009. Until then, they’ll have John’s daily posts to keep them going when they get off the ship tomorrow and head back to their real lives.
DankeShoen Johann und Heidi
fur das wunderbar blogg mit Herr Tamm.
Whew John that took a lot of cobwebb sweeping in my brain I had 6 yrs of living in Germany but I loved it!
Sounds like A cruise I might want to try…
Take Care
Betty Boop
Good Afternoon John and Heidi,
Made it home to snow and 23 degrees! Now starting countdown to the next Bloggers Cruise. This one we are bringing our family.
Son, Daughter, Spouses and 5 Grandchildren!
We want you to know what a wonderful time we had and how great it was to meet and make new friends (Big Ed and the Evil Bloggers). It was so nice to put a face with everyone we had been “talking” to and planning with the last 9 months. Everyone I have talked to said how warm and funny you were and they didn’t lie! John you are everything and more. Thanks for some really great memories and see you soon. Please don’t let the people who complain get you down. There will always be people who can never be satisfied and there will be those who have unrealistic expectations. You are truly an asset to Carnival and the entire cruise industry! Here’s a big “ATTA BOY.”
Joan
GO PISTONS
Good for you Tom & Jane! I hate it when anyone complains, you make your cruise happy or you make yourself miserable that is my motto, for those complainers stay home and be miserable, whether it is a bloggers cruise or any cruise, right? Yeah! Life is what you make of it, Good or Bad! Linda
So , John does that mean that now AIDA is under the carnival corporation?
John -
As I read you rather mitfühlend attempt to reproduce your secondary school German, I am reminded of my pathétique ability to master High School French.
Perhaps, it was the English heritage in me, perhaps it was the fact that I am more mathematically (as opposed to humanities) inclined – or perhaps it was, as my mother used to say, I did not apply myself.
Regardless, the funny thing is that I can still remember the first conversation that I had to memorize in 7th grade, some 40+ years ago.
Bonjour, monsieur.
Bonjour, madame.
Êtes-vous Monsieur Hughes ??
Oui, madame, je suis Monsieur Hughes.
Comment-allez vous, Monsieur?
Tres bien, merci. Et toi, ça va?
Pas mal, merci.
Avez-vous une lettre pour moi?
Oui, monsieur. Voilà.
Merci beaucoup. Au revoir, madame.
Au revoir, Monsieur Hughes.
Now, I am certain that there are a few missing accent marks, but it still amazes me that I can remember this passage all these years later.
True story – in 1999, Kathy & I took our very first cruise. She had seen the last part of a CNN story of the inaugural cruise of the Smokefree Paradise out of New York, then waited an entire story cycle for the complete report to come around again to find out what line the ship was associated with. (Mind you, this woman does not watch anything news related).
Anyway, she called me all excited – we had wanted to go on a cruise, but her problem with smoke tempered the idea.
Our daughter, Stacy (whom I hope you will be meeting in July on the Carnival Splendor) was going to Europe that summer as part of the People to People Student Ambassador Program. I investigated our cruise options and ended up signing us up for a Western Caribbean cruise while she was in Europe (nothing like sending your kid overseas, then leaving the country).
Of course, we absolutely enjoyed the cruise – we only sailed on her (the Smokefree Paradise) four more times.
When we got home, we had a message that she had called all concerned. She thought she had overspent the debit card that she had with her.
They were in Rome that night, so I waited until midnight East Coast time to call the hotel. In the meantime, I was desperately trying to recall my high school French (I know, I was calling Italy) in hopes that I could communicate with the hotel sufficiently to get her room (Avez-vous une Stacy Ketcham avec votre hotel?).
Of course, when the phone was answered, the man spoke perfect English. He transferred me up to Stacy’s room – AND SHE PROMPTLY HUNG UP ON ME. Apparently, she had left a wake up call for the same time I called her. I had to call her back to tell her that the balance in her account was fine (she forgot to add a deposit into her check register).
We Americans are so self-centered that we believe everyone should speak English. I have made it a point on all our cruises to ask our servers how to say thank you in their native tongue. Sometimes it is easy – other times, not.
Anyway, merci de lire ce conte. Voir vous (et le Heidi) en 157 jours.
Votre ami,
Jean
We docked next to AIDAaura last year in Limon, Costa Rica when we were sailing Carnival Liberty. I wasn’t crazy about the funky hull paint (giant red lips), but her promenade deck looked like a lot of fun (Liberty towered over her). It’s nice to learn more about this cruise line.
Ditto Tom and Jane, I agree whole heartedly.
We’re home safe and sound. I hope all of our fellow bloggers have made the trip safely.
I can not express how much fun we had. I am working diligently on the washing and unpacking. But when I get caught up I have promised John that I will tell him of the compliment that my hubby gave him.
Oh and BTW John, don’t get any ideas about signing on with this sister ship Aida, you’re our Cruise Director and we won’t share…….
right bloggers?
John your bloggers cruise sounded wonderful,we are going aboard the Freedom on Feb.9 cant wait to meet you. I have a rather delicate question I wonder if you might have the answer. A friend of ours who has been on the past 3 cruises with us passed in August. She is booked for this one also,her sons are going to take her cabin. John what is the policy if we want to bring some of Kathy with us and let her go off the bow or back of the ship? We know that is what she would want because she said so. Any info would be great,we look forward to meeting you on the Freedom and Heidi too. Thanks Rhonda
A very fun interview with Herr Michael.
I am fascinated by cruise lines’ marketing campaigns. Most American-focused lines seem to put a lot of effort into welcoming back previous passengers, with parties and special recognitions/gifts, etc. AIDA is working on converting the German masses to cruising, so most of their clientele are first-time cruisers. (Surely, in time, they will have a good percentage of repeat cruisers.) And I am curious about how their first-timer focus changes how they market the cruises, and how they welcome people on-board the ship and get them settled in.
I can understand how returning customers want to be welcomed as part of the “family”, and that it is a very good business decision to do so. Someone on their 10th cruise with you will keep returning and will be a huge income stream for the corporation over the years. Very good customer to keep, so invite them to a special party, give a discount or a bottle of champagne.
But for someone on their first cruise, who is a bit unsure about it all, and doesn’t know the ropes, i.e. how to have the most fun and take advantage of all the offerings: why don’t cruise lines do a bit of hand-holding here? Once you have someone on-board for their first cruise with you, you are either going to have someone happy who may return again and again and be like the repeat cruiser described above; or you are going to have someone who is disappointed somehow (feeling left out of the jollity of the repeat cruisers, or unhappy to have missed a great adventure because they didn’t know you have to sign up immediately on boarding, etc.) who will never cruise with you again.
Once your marketing program has done its work to get someone on-board, isn’t it a good business decision to convert them to repeat customers? It seems you’d want a new cruiser to feel just as special and valued as a repeat customer, because a new repeat cruiser represents a new long-term income stream.
Undoubtedly I’m very naive about this, but I’d love to hear a bit from the marketing side about their strategies to get someone on-board the first time – _and_ get them to come back. What are the tricks?
Thanks for reading and maybe replying,
Cassie
Hello John,
the onboard experience AIDA / Carnival Freedom is in deed a little different: we sailed on AIDA two times with enthusiasm and equally we enjoyed last year in May our Mediterrean tour with Carnival “John” Freedom. For us (a german couple) the Carnival – Concept was amazing – just as well we appreciated AIDA with more sporting concepts on board. Carnival could improve the feeling for their guests with “face to face” – entertaining on sea days (Lido-Deck) for example with setting up theme / country-buffets for lunch time with national dishes, colours, music etc. like AIDA.
We are bloggers from the beginning – keep going : “Johann, Hans oder John: Mach bitte weiter so”!
greetings from Germany
Charlie and Renate
Thanks to all for raising money for the “Crohn’s (not Crones) and colitis foundation. My daughter has Crohn’s and it’s any ugly disease. She is 43 and about to undergo her second surgery to remove a large section of colon. She is beautiful and newly married and it’s devastating for her. I see you said some other blogger’s have it. God bless you all. Jan Johnson
I’m sorry but I must have missed something in the 1000’s of emails before the bloggers cruise. John, I thought you WEREN’T going to be the cruise director because it would take time away from everyone if you had CD duties. I had thought that Todd would be the CD as to free your time up. Hopefully next cruise you won’t be CD so that you have more time to socialize with everyone.
I didn’t realize that there would be anyone going solo on the cruise (Hi Laura). If I had known that I would have booked the bloggers cruise anyway. Oh well, I’m going away on Friday on the Fascination (by myself) and looking forward to it. Good thing I like my own company LOL
Cindy
Hi John,
It’s Pete from the Nottingham Evening Post. I’ve been doing some research and I can’t find a record of your Degree in Political Science at all. In fact I can’t even find what years you attended. I’m guessing we’re talking around the mid 80’s so maybe it’s no surprise no one remembers you; though there are still a few old faces around. If you give me the dates maybe we can put the record straight and perhaps we can get your name in gilt in the hallway where it should be.
Hi John & Heidi!
Love this blog. John, you certainly have a unique way of telling stories and describing details.
I was wondering, how and when did you and Heidi meet? And when did you guys realize you were in love with eachother?
Kind regards,
Violeta from Stockholm
Welcome back from the Bloggers Cruise 2008!!! Sounds like most everyone had a great time….again sorry that I was not able to join this time around……Next year…..
I didn’t take German in high school and never learned Dutch but instead took Latin. Quid agis hodie? (about the only thing I remember)…
Looking forward to your thingy from Imagination and that Fantasy Class ship transformation.
Guten Tag Johann!
Bist du ein Grossenfarter?
Vie gates!
RG
Hi John/Heidi:
Thanks for the great interview with Mr. Tamm.
My wife is extremely jealous and would love to travel on one of their vessels soon. She would fit in quite well since she is so fluent in Germany. The time she spent living in Austria for a year sure doesn’t hurt either.
I have heard nothing but wonderful things about the AIDA line, so its nice to hear the same sentiments from many other people.
Thank you again for another wonderful interview,
David
Guten Abend, John. Wundervolles Interview!!
No I don’t Deutsches sprechen, but my sissy lives in Holland and she does… Her sweetie is German!
I love the formal and dress up of Carnival’s dining room. I love the non-free-style and dining room assigned tables… BUT, Germans like what they like — and there should be choices for everyone!
I knew nothing about Aida — thank you!!
Bravo!!! I wish Aida much success and CCL’s stock to go up!
Kirsten
It’s great to read about the sister companies of Carnival Corp. When I first saw a picture of an AIDA ship it was with the red lips on the front that made me smile.
Hi Rleegirl/Rhonda,
I tried to respond to your question via email, but for some reason they keep getting returned as undeliverable.
Please see the information below in regards to your question.
The guest must contact the Purser’s Information Desk once onboard the ship. The Pursers Staff and the Environmental Officer will coordinate the burial at sea.
•Depending on the ship’s itinerary, a date and time will be selected for the ceremony.
•The Purser’s Information Desk will notify the guest of the scheduled ceremony.
•The ceremony must be performed beyond twelve nautical miles from land and any restricted areas noted on the nautical charts and notices to mariners.
•Ashes and flowers may be dispersed but not plastic materials such as plastic ribbons, plastic flowers, plastic urns, balloons, etc.
If you have any additional questions please feel free to leave them on the blog or email them to socialnetworking@carnival.com
Thanks and our condolences on the passing of your friend.
Stef thanks for the reply I think I capitalized some of my e=mail it should work now.Her sons are thinking of shaking some of her in St.Marteen but first we have her in a wine bottle that we must (very small wine bottle)bring to the piano bar and the cigar jazz club those were her favorites, no one will know and she will probably spend some time in my beach bag at the pool. Thanks Rhonda
muito boa a entrevista!
parabens..