Whether you are a Taylor Swift superfan or a travel advisor serving a “Swiftie,” chances are you have heard about the “In My Cruise Era” Taylor Swift-themed cruise and want to know more. Details about the fall 2024 Royal Caribbean International sailing — such as how to get on the waitlist and what cruisers can expect — are available here, but there’s much less information out about who is behind the cruise.
An experience created for fans by fans, the group sailing was organized by three travel advisors at Marvelous Mouse Travels named Jessica Malerman, Nicole Rivera and Shelby Reyes. The cruise has zero affiliation with Taylor Swift or her team — and Marvelous Mouse has been careful to clearly explain this in its marketing materials.
Here, we talk to Kari Dillon, CEO and founder of Marvelous Mouse, who shares more about the genesis of the cruise, what goes into planning an affinity group trip and more.
What sparked the idea for the now waitlisted “In My Cruise Era” Taylor Swift-themed cruise?
The advisors coordinating this were on Royal Caribbean’s Wonder of the Seas for a training and started discussing putting together an affinity group. They were brainstorming things that they have an affinity for, and Jessica happened to be wearing a Taylor Swift t-shirt — and the rest is history.
They were brainstorming things that they have an affinity for, and Jessica happened to be wearing a Taylor Swift t-shirt — and the rest is history.
Can you tell us a little about what cruisers can expect during the voyage?
The details are still being put together with Royal Caribbean, but they plan to have fun Swift-themed events, including friendship bracelet trading, trivia, karaoke and dance parties.
What goes into planning a cruise of this nature and, more specifically, working with a partner cruise line to execute it?
There are a lot of moving pieces to it. The first part is securing the cabins. The advisors held cabins and have now secured some more.
They are currently working on getting their guests booked and then the focus will shift to planning the full event. The advisors have already started working closely with Royal Caribbean to secure dedicated space onboard the ship to host their events.
The news of this theme cruise blew up in the media — and you’ve mentioned that you didn’t expect so much buzz around it. What impact has that had on your business?
This has driven a ton of interest to Jessica, Shelby and Nicole. Our company’s name, Marvelous Mouse Travels, has been shared throughout the articles, as well, but we have not had a huge uptick [in business] as a whole. The focus has been on this event.
Why do you think affinity/themed cruises are so popular with fan communities?
When you take a group of superfans or those who have similar interests, they want to gather and celebrate their shared interests. We see it even in our Disney affinity community.
You’ve also made it clear that although it’s a Taylor Swift-themed cruise, you are not affiliated with her team. Are there any legal considerations that advisors should consider when putting on a celebrity-themed cruise?
You have to make sure that you are toe-ing a clear line to avoid any brand infringements. You need to make sure you are not using images or trademarks.
The difficult part is in the way that others — such as the mainstream media — portray it.
The difficult part is in the way that others — such as the mainstream media — portray it. Our travel advisors have been very careful to be clear that this is not a Taylor Swift cruise. However, with it blowing up all over national news sites, all the headlines are positioning it in a way that is exactly how we are avoiding.
What advice do you have for travel advisors who are looking to plan themed cruises?
Organization is the No. 1 most important thing when planning large group trips. It is so important to have a systematic workflow and all your ducks in a row before jumping into something of this nature.
What else has been exciting to you about all this coverage?
Even though the cruise has garnered so much attention for our specific agency, it has been great to see the travel agency community be featured so prominently, and watch the support our advisors are providing to their three remarkable colleagues.
