Episode 8
The Retail Wave Makers | Captain Eric Barhorst, Holland America Line
Have you ever wondered what a Captain of a cruise ship does on a day to day basis and how they are involved with each department onboard?
This week, Nadine is joined by Captain Eric Barhorst, of Holland America Line who joined the podcast from onboard the MS Nieuw Statendam in Iceland!
Listen in to hear more about the responsibilities of a Captain from navigating the ship, ensuring efficient operations to overseeing the business side of things onboard.
In particular, Eric shares how he works with his team to oversee retail initiatives onboard and shares some of the new initiatives curated by his team which capture lasting memories of itineraries for guests to take home!
Transcript
Hello to everybody from around the world. Welcome to the Retail Wave Maker, Seatrade Cruise Talks podcast. My name is Nadine Heubel. I'm the Global SVP revenue at Reklaim. Yes, I do have a new job. But today I'm talking to you as the retail ambassador for Seatrade. Retail has been going from strength to strength in the cruise industry. And I'm grateful for seatrade to have acknowledged this development by creating a retail Ambassador role, which I am very honored to have been appointed to. Part of my responsibility has been to create further awareness for this exciting sector amongst cruise industry peers. And what better way to do it and creating our own podcast, the retail WaveMaker podcast was supposed to be a mini series ended up being much more than this. We are now already in our third season. This season is all about the heroes on partnerships and their interaction directly or indirectly. With retail. We have a lineup of amazing guests. And we will hear from them firsthand about life on board their interaction with retail and their view on cruise retail. And we also get a little personal as we always do with our rapid fire questions at the end of the podcast. And what better way to start this season with the most senior person on board a ship the captain Captain Eric Barhorst, grew up near the sea in the southwest of the Netherlands. Despite no particular nautical collection his family. He spent his spare time sailing small boats and decided at a young age he wanted to pursue a career at sea. He attended nautical college at the Maritime Academy they returned in fleecing where he graduated with a bachelor's degree in navigation and Marine Engineering. After spending his cadetship with Holland America Line on the Statendam and Amsterdam Eric joined the master as a first officer. Eric can say that a number of different whole American shifts why rising solar arrays. He was promoted to staff captain in 2009 and earned his
Nadine Heubel:first command in February 2018 as master of MS Rotterdam and is currently assigned as master of MS Nieuw Statendam. When not at sea, Eric spent his time back home in England where he lives in Oxfordshire with his wife Farah, whom he met in 2009 on board Westerdam being assigned there as a first officer, and the two of them live together with their two cats, Alfie and noodles. Eric, welcome to the show.
Nadine Heubel:Captain Eric Barhorst: Hi, good morning, or good afternoon, Nadine. It's great to be here. Thank you.
Nadine Heubel:And now it's absolutely great to have you for our listeners. Eric, I think you and me we have something very very important in common. I don't know if you know what it is. Your wife Farah actually told me about....
Nadine Heubel:Captain Eric Barhorst: No, I'm not sure what that is.
Nadine Heubel:So actually, you and me we share the same birthday.
Nadine Heubel:Captain Eric Barhorst: Oh, great. Oh, happy birthday.
Nadine Heubel:Happy birthday to you as well! Or did you celebrate it on the ship? Or were you on at sea on your birthday?
Nadine Heubel:Captain Eric Barhorst: Yeah, I did. With the birthday cake on the bridge. And then nice dinner out.
Nadine Heubel:Very, very nice. I had no birthday cake on the underbridge. But I had a nice birthday as well. So yeah, so fellow Leo. But before we start actually talking about your role as the captain, I have one like intro question, because I'm sure everybody's super interested to know. Where are you currently? Where are you today?
Nadine Heubel:Captain Eric Barhorst: Today we are actually in Iceland in Akureyri. This is a 14 day cruise that started in Copenhagen. We went to Queensferry, Edinburgh in Scotland and to Lerwick in the Shetland Islands. And today's our first port in Iceland. We're doing five more Icelandic ports. And then on the way back, we go to the Faroe islands. And then back to Copenhagen.
Nadine Heubel:Sounds wonderful. And always interesting for me to know. Is the sea very rough right now or is it okay?
Nadine Heubel:Captain Eric Barhorst: We had a very calm crossing from Scotland over to Iceland yesterday, which I'm sure all the guests appreciate it. It is not always the North Atlantic, but if we were lucky.
Nadine Heubel:Great. Okay, so now let's talk a little bit about your role as the captain as the most senior person onboard the ship. So tell us a little bit about the scope of responsibility as captain for big ocean cruise liner of Holland America. We already talked a little bit about the ship the ship you are currently on but maybe you can tell us a little bit more as I said about responsibility also how many crew members you have how many guests you have on board, or anything else you want to share with us?
Nadine Heubel:Captain Eric Barhorst: Yeah, I never really liked to be called the most senior person on the ship, but still feel young at heart, the captain of the ship, of course, ultimately responsible for the safe operation of the ship and for the safety of all the passengers and all the crew members, new started on has about 2600 guests, and just under 1000 crew members. So of course, my number one priority is the safety of the ship and the safety of everyone on board. But what makes the job of a captain so interesting is the variety of all the different aspects that are part of the job as a captain, from the navigation of the ship, to the efficient operation, the business sides. The human resources with the 1000 crew members on board, the multitude of different aspects of the job is what what in the end makes the job. So interesting.
Nadine Heubel:Yeah, I can imagine, you know, I always went when I think about the responsibility of a captain, I always also think I come from a very small little town in this in southern Germany with about 1800 inhabitants. And you are responsible for double this the size of my of my village every day of the year. And I think that's really, really amazing. If you're thinking about it like this, as well.
Nadine Heubel:Captain Eric Barhorst: Yeah, the ship's captain, of course, is the captain of the ship. But you're also kind of the mayor of this small city, and then also the CEO of this small company that the cruise ship is just a business. Yeah, that you are responsible for.
Nadine Heubel:Yeah. Very, very fascinating. So how does the typical day of a captain look like? And another question I have also do the guests regard you as the kind of celebrity on board as well.
Nadine Heubel:Captain Eric Barhorst: A typical day normally starts with early wake up call to be on the bridge for arrival. Then we arrive into port. And what's the shipper safely alongside that might be so meeting staff meeting or another meeting? We might be doing a drill, fire and abandoned ship drill for the crew, for example. There might be some conference calls and say most people's jobs nowadays. That might be an event like a asked to Captain question and answer session in the main theater that I host once a cruise. So a lot of different things. But my working day is really determined by the rhythm of the ship, depending on whether the ship is in Poland or at sea, that decides my work hours has to be on the bridge for arrivals and departures. And in between that we fit everything else that is going on on board. And your second part of it. Am I a celebrity? I have requests for autographs and selfies and pictures. So in a way, I suppose
Nadine Heubel:Oh, great. So you actually also you're my first celebrity on a podcast. I love it. So you you mentioned that you do Captain meet guests. How does this event look like? Maybe you can just share a little bit about what does this mean?
Nadine Heubel:Captain Eric Barhorst: Yeah, so once a cruise I host a after Captain event to question and answer session where I tried to give an insight into the life behind the scenes on board. And where it guests get to ask any question that they have. Preferably not about their toilet, not flushing. Questions about navigation or about the inner workings of the ship or behind the scenes?
Nadine Heubel:Wow, that's it very interesting. And people are very active. People ask a lot of questions.
Nadine Heubel:Captain Eric Barhorst: Yeah, we normally have the main show lounge theater, full, full house, and lots of questions. So we could easily fill an hour without trying to!
Nadine Heubel:That sounds great. And so Eric, what is your interaction with the retail teams on board? Are you getting involved in any retail initiatives? So for example, do you show up as the guest of honor as you as is destined celebrity on board to shape your derivative cutting? So tell us a little bit more about this?
Nadine Heubel:Captain Eric Barhorst: Yeah, of course we have. In the case of Holland America Line, we have an assistant hotel general manager that oversees all of the retail areas onboard the ship. But I do like to keep involved and at least keep my finger on the pulse and know what's going on. I think it's important to be visible to the team on board, show my support to the team to the retail teams, as well as trying to celebrate whenever we have strong results, to share that with the ship's company on board to try and keep everyone motivated and Yeah, as the onboard celebrity, as you say, I have been invited to events like ribbon cuttings when we have reconfigured an onboard shop or coming out of drydock, where we've reopened the shops in a different format than I had the honor of opening the shop and cutting the ribbon. And it's important to show up as the captain of the ship for those events, to show your support to the onboard team, and also to show the guests that you are present and to show the support of the younger team to work.
Nadine Heubel:Understand, and I think it's great that you're doing this. So thank you on behalf of the retail community. So in in your years as a captain, in your other functions you were holding on partnerships, have you seen any retail initiatives which stood out and which you would like to share with our listeners?
Nadine Heubel:Captain Eric Barhorst: Yeah, actually, at the moment, I setting up a new initiative with the shop manager on board, the retail shop manager and the photo team. We're kind of doing a cross promotion, where guests can buy a package that includes a picture with the captain, and a ship's model from our shop on board that I then autograph at the bottom of the ships and have my picture taken with the guests. And they can buy that as one packet. So it kind of cross promotes the photo department and retail shops on board.
Nadine Heubel:Oh, that's pretty cool. This is already live. Are you already doing this? Now? It's just been in the making?
Nadine Heubel:Captain Eric Barhorst: Yeah, we actually started doing that this current cruise. So I can't share anything.
Nadine Heubel:No, I understand. But that's that's it. That is super, super cool. So you definitely need to keep us posted on on this one. Yes. And in your opinion, as I can see that you're really involved with retail and with your partners on board. What what makes a good retail partner? What is the secret to success on board a cruise ship.
Nadine Heubel:Captain Eric Barhorst: So as a captain, I don't directly work with our external retail partners unless they happen to be on board the ship and I get to interact with them. But I think as with any business or personal partnership, I think the important part is that you are working towards the same goal, you have a shared goal in order to be successful partners. And I think that the foundation's to a good partnership with the external vendor, in this case is having that shared goal and working for mutual success. And case, in this case, the onboard concessionaire business, their success is our success. We share that goal. And when we do not perform to expectations, then we both lose. Another important aspect of that partnership is communication. It's important for both sides to understand the expectations, which in this case means to us the cruise line clearly communicating the brand direction, and the guest feedback that we collect from, for example, our cruise ratings, and our guest comments, as well as the retail partner providing creative direction. And things like making delivery times etc. Player, which is especially important given the today's procurement climate where sometimes not everything gets delivered as fast as we would like in where we've seen quite some logistical challenges.
Nadine Heubel:Yeah, thank you for sharing. Yeah, I think it's important, as you say, to have this mutual goal and, and work together as partners, because I like what you say if if one side wins, everybody wins. And you can only win together. I think that's that's great. But now after we talked about all the great things happening, as the captain, again, if you had the chance to change one or maybe even more things about retail on board, what would it be? What would you change?
Nadine Heubel:Captain Eric Barhorst: I think getting a stronger selection of itinerary specific merchandise on board the ship would be nice. A good example of that is for Holland America Line. We do that in Alaska, where we have a strong selection of local merchandise and itinerary specific merchandise in our onboard shops. But it would be nice to also see that in other areas of the world and other trades. People like to purchase items to remember their special occasions or in this case their their crucification. That gives them the opportunity to bring that memory of the cruise back home. And if that can be itinerary specific. That means so much more.
Nadine Heubel:Thank you so to all the retailers and concessionaires and vendors out there who are currently listening yes get get more destination specific products. I do agree with you, Eric. Thank you for sharing is now we would like to learn a little bit about you personally as well. And therefore as on all our podcasts, we have a little rapid fire questions for you. Are you ready?
Nadine Heubel:Captain Eric Barhorst: I think so. But before we do that, can I also just say to a fellow, Leo, that we also have a new mascot coming up at Holland America. And we talked about retail initiatives earlier. And one of our upcoming retail initiatives is that we're going to have a new mascot at Holland America Line, which happens to be a lion, Leo.
Nadine Heubel:Oh, cool!
Nadine Heubel:Captain Eric Barhorst: Louis. And he's coming to our workshop soon. And we're going to have different versions with different outfits. And also celebrating for example, a world cruise going to have a specific mascot, this big version of that lion. And I think that's a great initiative which also brings a bit of fun to the retail space.
Nadine Heubel:Absolutely. I love it it's a Leo! Yay! He's name is Louis.
Nadine Heubel:Captain Eric Barhorst: Louis the lion Yes.
Nadine Heubel:And is there also a Louie the lion Captain version?
Nadine Heubel:Captain Eric Barhorst: I believe there will also be a captain version. Yes. And that will be used to do photoshoots with guests on the pier for example.
Nadine Heubel:super cool. No thank you for for sharing this as well. I think that that's an important one to know. Before we get to know more about you. So Eric, first Rapid Fire question for you. What is your favorite cruise destination?
Nadine Heubel:Captain Eric Barhorst: If I had to pick one, I would probably say the Australia and New Zealand itineraries that I have done a couple of seasons. And some of our New Zealand's is one of my favorite countries in the world to visit.
Nadine Heubel:Love it. What is your favorite location onboard the ship to unwind?
Nadine Heubel:Captain Eric Barhorst: to unwind? Probably the spinning bike up in the gym? That's how you have to work get rid of some extra energy or frustration. And I sometimes host in classes for the crew on board.
Nadine Heubel:Are you do you host spinning classes?
Nadine Heubel:Captain Eric Barhorst: Yes.
Nadine Heubel:Oh my god. Wow. That's That's amazing. And actually you are the first one because I asked a question as as you might know in all my episodes and you're the first one to actually mentioned as a sports activity or the gym in general. So you're not only the captain you're also a spinning instructor in in your in your spare time as a passion.... Next one, buffet or a la carte breakfast?
Nadine Heubel:Captain Eric Barhorst: Kind of depends on what's going on on the ship. But I would probably say my typical breakfast would be a ham and cheese croissants after arrival on the bridge.
Nadine Heubel:Bigno or trivia?
Nadine Heubel:Captain Eric Barhorst: Trivia! We host a guest versus crew trivia once a cruise on the ship. But you're always trying and participating. And during my captain's Announcements, my daily update announcements. I always try and include the little trivia facts and nautical trivia about where port or starboard come from. How do we measure the height of the wave, or the winds... something nautical every day
Nadine Heubel:and who normally winds guests or crew?
Nadine Heubel:Captain Eric Barhorst: normally the guests win to be honest.
Nadine Heubel:My last question for you which cruise ship of a competitor cruise line Have you always wanted to visit?
Nadine Heubel:Captain Eric Barhorst: not one specific ship but that I've been for a while been very interested to visit one of the mega cruise ships, just from professional curiosity to see their logistical operation. It's amazing to think how much happens on board the cruise ship to keep everything going. If you just for example, think about a linen chains for all the guest cabins or turned around port where all the cabins need to be serviced and the logistics of loading all the stores. So just to see that on a big scale, like like one of the mega cruise ships would be for me, Interesting.
Nadine Heubel:Oh, yes. If you go and visit, please take me with you. I would love to see this too. I think this is what you just mentioned. It's really fascinating to understand all the logistics behind to make this super smooth experience for the guests.
Nadine Heubel:Captain Eric Barhorst: Yeah, that was just impressive.
Nadine Heubel:Eric, thank you so much. This was really insightful and fascinating. And thank you for joining us from Iceland. And talking to us about your day and your life as a captain and also how you interact with retail was great. Thank you, Eric.
Nadine Heubel:Captain Eric Barhorst: Thank you so much, Nadine. And good luck with the podcast series.
