• Destination Led Retail Growth: Exclusive, location-specific products now generate over half of all onboard retail sales on Alaskan cruise itineraries, signaling a major consumer shift toward place-based shopping.
• Artisan and Local Partnerships: The program highlights authentic regional businesses, introducing passengers to high-quality Alaskan brands spanning local photography, sea salts, skincare, and gourmet chocolates.
• Onboard Personalisation Experiences: Interactive retail spaces allow cruise guests to customize everyday accessories like bags and hats with specialized destination patches and charms to create unique vacation keepsakes.
• Strategic Fleetwide Deployment: Starboard’s innovative merchandising program is launching onboard Virgin Voyages’ new Brilliant Lady and extending across prominent regional operators like Princess Cruises

The cruise retail landscape is reaching an inspiring new milestone as Starboard Cruise Services rolls out its brilliant destination-led retail strategy across Alaska itineraries. Capturing the growing traveler demand for experiential and place-based shopping at sea, Starboard has curated a beautiful array of regional keepsakes. This fresh approach is debuting spectacularly during the inaugural Alaska season of Virgin Voyages’ Brilliant Lady and is expanding across other major cruise line partners, including Princess Cruises.

The strategy beautifully connects guests with the spirit of the Great Land through highly localized partnerships. More than half of all onboard retail sales on Alaska sailings now come from destination-specific merchandise, demonstrating that passengers deeply value meaningful, authentic mementos. Starboard’s thoughtfully selected assortment highlights an array of Alaskan-based artisan brands, showcasing regional specialties like sustainable wooden postcards from M&W Design Co., locally sourced kelp seasonings from Barnacle Foods, and delicious artisan treats from Chugach Chocolates.

To cater to every type of traveler, the program features tailored apparel lines, including Dreamy Alaska for women, Happy Camper for men, and Little Scouts for children. Guests can also enjoy unique customization stations where they can personalize hats and bags with Alaska-themed patches, pins, and charms to build a one-of-a-kind memory of their voyage. Furthermore, travelers can explore hand-painted ornaments celebrating iconic ports of call and exclusive jewelry collaborations, such as the Virgin Voyages x Salty Sisters Red Collection. By shifting the focus toward local craftsmanship, regional flavors, and customizable souvenirs, Starboard is beautifully transforming cruise ship boutiques into vibrant cultural extensions of the destination itself, ensuring that guests return home with authentic treasures that tell a story.