Cruising Along: Consumer Research Survey Shows Reassuring Outlook for Cruise Industry
Cruise Lines International Association, the association of major cruise
lines, unveiled its annual consumer market research – and the news was
surprisingly positive. The big headline was that in the next 12 months
roughly the same number of people anticipate traveling more than less
(17% vs. 18%) – but cruisers have more robust expectations of traveling
more (19%) especially destination and luxury cruisers
Special Interest highlights for Luxury Cruise marketers -
The more expensive types of cruises tend to host more repeaters; for
example, 77% of Destination, Luxury and Premium cruisers have sailed
more than once. Contemporary lines attract the largest share of first
timers (40 %.)
Cruisers agree that cruise vacations are a good way to sample
destinations they may wish to visit again (80%). The more
experienced/seasoned Destinations and Luxury cruisers are most likely
to have returned to a port for a non-cruise vacation and are more
likely to add on a couple of days (43% -- 2 days) in the
embarkation/debarkation port city as well.
Cruisers spend considerably more (almost 50%) on vacations than
non-cruise vacationers on their trips ($1,770 vs. $1,200). By cruise
type, passengers on Luxury Lines ($3,650) spend the most, followed by
the Destination/Specialty/Niche ($2,940), Premium ($2,180), and
Contemporary ($1,720).
Consumer interest in cruising continues to be strong, despite the
economy and fuel costs; 77% of past cruisers and 55% of those who have
yet to take a cruise expressed interest in doing so within the next
three years.
(The research was conducted online by TNS, using a nationally
representative panel (1 million+ households) of the U.S. household
population. It was done March 25 to April 9 when higher gas prices and
bad economic news was already taking hold and included interviews with
2,426 U.S. residents.)
* Median age of cruisers is now 46, down from 49 in 2006; cruises continue to attract younger travelers.
* The Caribbean was named as the top cruise destination by 43% of
respondents; Alaska, Bahamas, Hawaii and the Mediterranean Greek Island
were also top choices.
* Cruisers are the premier leisure travelers; they take 39% more
vacations per year than non-cruisers and take more types of vacations
with nearly one in four being a cruise.
* Travel agents continue to dominate cruise sales – especially at the
higher end. 88% of luxury cruisers use a travel agent while just 75% of
contemporary cruisers do so. Even when not cruising, cruisers use
agents at higher rates than non-cruisers.
Of particular interest to luxury marketers:
* The more expensive types of cruises tend to host more repeaters; for
example, 77% of Destination, Luxury and Premium cruisers have sailed
more than once. Contemporary lines attract the largest share of first
timers (40%.)
* Cruisers agree that cruise vacations are a good way to sample
destinations they may wish to visit again (80%). The more
experienced/seasoned Destinations and Luxury cruisers are most likely
to have returned to a port for a non-cruise vacation and are more
likely to add on a couple of days (43% -- 2 days) in the
embarkation/debarkation port city as well.
* Cruisers spend considerably more (almost 50%) on vacations than
non-cruise vacationers on their trips ($1,770 vs. $1,200). By cruise
type, passengers on Luxury Lines ($3,650) spend the most, followed by
the Destination/ Specialty/Niche ($2,940), Premium ($2,180), and
Contemporary ($1,720).
Box: Categorizing The Cruise Lines
CLIA breaks down its members lines into four categories; criteria are
not rigid but more like guidelines; the categories are as follows:
* Luxury: Includes Crystal, Seabourn, Regent Seven Seas, etc.
* Destination (lines where the focus is on expedition and exploration
rather than onboard services and amenities): Includes Hurtigruten, a
Norwegian line specializing in expedition sailings.
* Premium: Upscale lines like Princess, Celebrity and Holland America Line
* Contemporary: Broadest base of passengers; Includes Royal Caribbean, NCL, Carnival
Melissa Bradley’s On My Mind message in the Sept-Oct issue of Indagare—family focused travel--just happened to be what was on my mind as I reviewed some of the most recent surveys on consumer travel behavior in a struggling economy.
All the evidence—whether you are looking at the Amex-Harrison Group study we reviewed in our last issue, or the Ipsos Mendelsohn Affluence Report completed in September,--shows Family First when it comes to disposable dollars.
For travel in particular, Bradley says, ” More than just being inspired by reading about beautiful places, Indagare’s members have expressed a desire for guidance, especially when it comes to life’s most cherished journeys: those with their families”
“ What’s important on such trips,” she adds, “ is spending uninterrupted quality time with loved ones.”
We believe family focus is going to be front of mind for a long time to come, long after the punishing economic climate has subsided. Provider brands will be hard pressed to provide much more than kiddie or junior, or young adult activities. Smart travel agents will have to rise to higher levels of creativity and performance on the family front to sustain customer loyalty and earn the benefits of word of mouth in the neighborhood.
At the American Express Publishing –HarrisonGroup presentation last month Cara David, co-director of the study and Senior Vice-President, Strategic Insights, Marketing and Sales, American Express Publishing said, ”We will see significant reductions in intended spending for jewelry, fashion, accessories and other personal items.”
At the same time, spending for the family – automobiles, travel, children’s clothing and home décor – are trending up, even over June numbers, according to David.
We’ll be tracking the trend carefully, and we are seeing evidence of some smart marketing in that direction—including Indagare, of course—that will be featured in upcoming hospitality brand interviews Hershel Sarbin
Our lead story in this issue, covering the Latest Quarterly Survey from American Express Publishing/Harrison Group on Affluence and Wealth in America, is a most informative visit to spending in a troubled economy.
One thing that struck us, as we listened to the October 2 presentation, was how the term affluent covered so much territory - There is “ Bedrocks” Affluent, “Upper Middle Class” Affluent, “Pinnacle” Affluent, “Super” Affluent and finally, just plain Wealthy – all together, some 20 million households.
Karen Weiner Escalera, a veteran luxury marketing and public relations executive who heads up KWE Group in Coral Gables, recently took a look at the current economic situation and offered her outlook and advice; here’s a summary:
AVOID DISCOUNTING:
• As former Ritz-Carlton executive Joseph Freni, famously said in a previous downturn, “When times are tough, raise your rates.” Instead, highlight ways to save by traveling smart (off- season and midweek for resorts; weekend and holidays for urban hotels).
• A recent survey of millionaires by the authors of the book, “Middle Class Millionaire” revealed that close to 90% of U.S. millionaires with household incomes of $1 million to $10 million say they would increase their spending if offered a special value add.
UP THE SERVICE ANTE:
• Seek to elicit the “wow factor” among consumers. According to an Accenture study, more than half of consumers reported their expectations for better service increased over the past five years. One third said they were higher than a year ago. Guests require their every desire – expressed or unspoken – be met.
• Gather all the information you can about guests’ likes and dislikes and add to the database – down to packets of gum for the gum chewer and up to a crib from Neiman Marcus to the loyal guest/expectant mother. But beware of overly attentive service, which can become obtrusive or overbearing – a “no-no” for younger travelers in particular.
A new report, The NEXT gen Traveler—co-authored by PhoCusWright and Ypartnership—declares that "next generation" travelers, heavy users of the latest technology, are highly educated, affluent, and are equally likely to be Echo Boomers (18-28) as Baby Boomers (43 to 61), thereby debunking the belief that the usage of new technology is concentrated among younger travelers. They have a zest for travel and spend, on average, over 50% more on travel services annually than their less tech-savvy.
Nat Ives, in Ad Age Online Sept 6, cites new data from Ipsos MMR which assures that well-off readers read print publications just as much now as they did 5 years ago.
Also, survey respondents making more than $100,000 annually said their average hours online had grown to 22.1 each week from 10.7, while the time they said they spent watching TV sunk to 18.6 hours from 23.7 in the 2003 survey. Read the full Ives story at http://adage.com/mediaworks/article?article_id=130685. Lux 360 attended the client briefing this week and will provide additional perspective in our Sept. 30 issue, interviewing Ipsos MMR President Bob Shullman.
Issues & Insights 
