Stuart Perl
Regional Director of Marketing (EMEA),
Cunard Line Seaborne Cruise Line.

How do you set your budgets?

That is a scientific process and it’s obviously based on the revenue forecast and revenue targets for the coming year. It’s based on the split of passengers between offices, who is responsible for achieving the number of passengers on various sailings, and that is dependent upon the deployment of the ship, because if the ship’s sailing round trip New York, we’re not, from the UK, going to put significant numbers on that, and the US will be expected… and then from there one looks at the standard, well actually it’s not the standard, but we belong to Carnival Corporation, who are a very, very successful corporation and who own over 50% of the world’s cruise lines and they have their own bench marks and we have to achieve the bench marks they set us in terms of percentage of budget to net ticket revenue, revenue if you like.