Onboard, owned by LVMH, aims to make online travel chic, at least for cruises
This summer, Onboard, a website that’s all about cruise travel, will be launched by Onboard Media, whose parent company is LVMH Moët Hennessy Louis Vuitton, the posher-than-posh owner of many luxury brands.
Onboard Media plans to “evangelize” cruise travel with this new online site. It is a long-time custom publisher for magazines for major cruise lines. Its sister company Starboard Cruise Services is the world’s largest onboard retailer.
The website Onboard aims to create the largest online community of cruisegoers, pitting it directly against the established sites Cruise Critic (owned by TripAdvisor) and Cruisemates.
Early indications suggest that Onboard will be like Nowness, a two-year old LMVH-owned blog that profiles interesting professionals worldwide who work in travel, fashion, entertainment and other fields, in English and Chinese versions.