LEARNING OUTCOMES

In this unit, you should be able to:

1. Identify and differentiate the major
sources of insight into a cruise
product’s personality;

2. Analyze how cruise brands

Unit 7: differentiate products, their key selling

points and create brand values; and
THE CRUISE PRODUCT 3. Illustrate a cruise experience
THE CRUISE PRODUCT

Can you imagine yourself going on a vacation that you have been dreaming about for a long
time? Where do you want to go? What do you want to experience? Is there any food in particular that
you would want to eat? Is there an activity that you would like to try while you’re traveling? These are
probably the same questions you would ask yourself if you were planning to go on a cruise. Think of a
cruise line you’ve heard about and would want to experience. What have you heard about it? What is
it about that cruise line that appealed to you?
Each cruise line has its own “branding”. Cruise ships have specific “personalities.”
Each cruise company or even vessel has its slogan or tagline that would help you remember what it
represents or what its culture is.
As cruises offer an experience rather than a tangible product, marketing should charm the
hearts of the cruising public to make them invest in the possibility of an enjoyable and unforgettable
escapade.

The cruise product has three economic features:

 Heterogeneity – product possess a broad mix of variable components that render the
experience unique for the individual tourist
 Inelasticity – “perishable” – it cannot be stored if it is not sold
 Complementarity – not one single service but a series of complementary services that
when taken together form the cruise experience

Hello! In unit 6, you have learned about the two major

cruise industry associations governing cruise companies sailing
the continents of the world. Are you excited to learn about their
member cruise lines in detail? But first, let’s tackle some general
guidelines so you can discover more about each cruise line. Let’s
explore the different sources of cruise brand information!
CRUISE BRAND INFORMATION SOURCES

The Cruise Lines Themselves

Cruise line promotional pieces, such as brochures, ads, commercials, videos, and websites are rich
sources of information and insights about what a cruise line has to offer. The aforementioned
marketing tools include a cruise ship’s itinerary, sailing schedules, activities, food choices, deck plans,
ship facilities, and even dress codes. The cruise brochure, for example, can either be in print or
downloaded online. There are five common types which you can request from cruise companies:
• The All-In-One Brochure – this type encompasses every itinerary each cruise line has. It may
be subdivided according to a geographic region or individual vessel.
• The Specific Ship Brochure – this brochure lists only those itineraries that a specific ship follows.
• The Specific Region Brochure – these types of brochures are often only done by larger cruise
lines. It explains what the line offers in a distinct geographic region like The Caribbean, Alaska,
Mexico, Europe, etc.
• The Seasonal Brochure – employed to ignite sales at a certain time of the year. It may highlight
winter cruises that the cruise line offers.
• The Targeted Brochure – a highly specialized brochure that emphasizes special promotional
sailing such as reduced price trips, an around-the-world cruise, a cruise targeted to a member of an
organization, etc.; it is a slightly customized version of a regular brochure

Trade Publications
These are cruise specific trade magazines that regularly offer in-depth information on cruise lines and
their fleet. Examples are the CLIA Cruise Manual and the Official Steamship Guide International.

Trade Shows
Trade show marketing refers to an exhibition where companies in a specific industry showcase
and demonstrate their new products and services. Trade shows are normally only open to those
people who register, company representatives or members of the press. With this type of audience,
these events facilitate meaningful conversations between companies, competitors and consumers
alike.

Consumer Publications
A consumer publication is a magazine or book intended for the general reading public which can be
purchased in bookstores and magazine retailers. Many of these magazines profile cruise lines,
interview passengers and rate cruise vessels.

Videos and the Internet

Although cruise lines themselves create videos and post them either on their cruise websites or on
online video sharing platforms like YouTube, there are a myriad of agencies or individuals who give
their opinions and feature cruise lines to showcase its product. A few reliable examples are Cruise
Critic and Cruisemates.
Sample Brochure: https://www.amawaterways.com/river-cruise-brochures
PROFILING THE LINES
Our next topic will be the most exciting yet. Let’s start profiling the lines! A cruise line is a company
that operates cruise ships or fleets and markets cruise travel to the public. A cruise line offers its own
personality and your task is to explore and discover the character of the different cruise brands
available in the marker. From here on, you will be introduced to the cruise lines with their logo, tag
line or slogan, a few interesting information, and their website. You will be doing your own cruise
brand profiling as an assessment activity later, so look forward to that too!

Because of mergers and consolidations, a cruise line may also be a brand of a

larger holding corporation. When cruises merge or combine, they have the
opportunity to offer an expanded product line through more vessels without
sacrificing each cruise line’s identity. You will learn more about these mergers
as we move along this unit.
CRUISE BRANDS
 Wasn’t that superb?! Did you enjoy reading about all
those cruise lines? We have just learned about 18 cruise
brands that are available for our cruisers to choose from.
Now as promised, you will have your own turn in
PROFILING THE LINES!

Instructions:
Among the cruise line members of CLIA and FCCA, choose 5 that have not been
discussed in this unit. Following the format of Carnival Cruise Line, Holland America
Line, Princess Cruises and Royal Caribbean International, make the cruise profiles and
insert them in the boxes found in the next pages.

Each worksheet should contain these information:

• Cruise Line Name
• Cruise Line Logo
• Slogan or Tagline
• Tidbits of history
• Identify and explain two things that seem to set this cruise line apart from
other cruise lines
• Website, Pictures and Unique Facilities
You may choose to add more pages to accommodate your answers and pictures.
Review the grading factors below which will serve as your guide to achieve a perfect
score of 25 points for each cruise profile.

Grading
Element Excellent Very Good Good Needs
Factors 5 4-3 2 Improvement
1

Completeness: Does your response answer each part of the

question?
Knowledge: Have you made inferences based on personal
knowledge or modern-day applications?
Analysis: Does your response provide analysis to the larger
concept of the lesson?
Writing Skills: Do you write clearly in complete sentences
and minimum errors in grammar and spelling?
Aesthetic Quality: Do you engage with and reflect a work of
creative expression?
WORKSHEET 1
WORKSHEET 2
WORKSHEET 3
WORKSHEET 4
WORKSHEET 5
UNIT SEVEN REVIEW AND ASSESSMENT
Refer to your student syllabus for the schedule and manner of submission of your assessments.

Review/Assessment Questions:
Answer the questions below and write your answers on the space provided.
1. Identify the top ten world’s largest cruise ships ranked in terms of their gross tonnage and
passenger capacity. Discuss the highlights of each vessel including the year it was delivered to
set sail, ship routes, onboard activities, amenities, and facilities.

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2. Cruise line mergers and consolidations have transpired throughout the history of cruising.
Research and list down the cruise lines under the umbrella of Carnival Corporation & plc. and Royal
Caribbean Group by showing a collage of the cruise line logos under each of the mentioned parent
organization.

Carnival Corporation & plc.

Royal Caribbean Group

Activities/Exercises

ILLUSTRATING A CRUISE EXPERIENCE

This will be your last activity for this module, so let’s end this unit
with a bang and make this your most memorable output!
Let’s make your DREAM CRUISE EXPERIENCE!

Instructions:
Form a team composed of 5 members. Portray your “dream cruise experience” through a
travelogue or a cruise brand marketing tool in the form of a video, brochure or commercial.
Design it in a way that highlights the cruise experience from embarkation to disembarkation.
The final project should either be printed or burned to a DVD/CD.

It should show:
• Your own cruise brand name
• Your cruise line’s logo and slogan
• The cruise itinerary
• Facilities and activities onboard
• Offshore activities / excursion options
• Each member acting out a cruise employee role
• Documentation of members’ brain storming, discussion and division of tasks.

Criteria 9-10 points 6-8- points 3-5 points 0-2 points Points

Content/Organization Content includes a clear
statement of the theme
and is creative,
compelling and clearly
presented.
Content is logically Content does not present Content lacks a central
presented with obvious a clearly stated theme or theme, clear point of
connection to the theme. is vague and some view and logical
information included sequence of
does not fit the main idea information

Quality Project was completed Project was completed Project was submitted No project was
with all required elements with a few elements but needed more effort in submitted or lacked
missing terms of quality most elements

Use of Media The use of graphics, Graphics, sounds or Some of the graphics, Graphics, sounds or
sounds or animation was animation was utilized and sounds or animation animations are
maximized to create a assisted to the seem unrelated to the unrelated to & created
high impact to the key understanding to the flow topic or theme and did a distraction rather than
points of the project of information or content not enhance concepts enhance content

Teamwork The group was able to The group was able to Poor communication and Few people contributed
document the whole document the division of collaboration resulting to their fair share of work
preparation process tasks & some discussion conflict within the group or the project was
highlighting the efforts of about the compliance of that required teacher’s created by one student
each member. the project. assistance to resolve. doing most of the work.

Timeliness Project was submitted on Project deadline was

or before the indicated missed
deadline.
Unit References and Online Resources
Textbooks:
Mancini, Marc (2015) The CLIA Guide to Today’s Cruise Industry
Dervaes, Claudine (2010) Selling Cruises Everything You Need to Know

Web links and Online Journals:

https://cruising.org/
https://www.ncl.com/in/en/cruise-destinations/
https://www.americanrivers.org/
https://www.oceaniacruises.com/
https://disneycruise.disney.go.com/
https://www.azamara.com/
https://www.amawaterways.com/
https://www.emeraldwaterways.com/
https://www.avalonwaterways.com/
https://www.whatsinport.com/
https://cruises.lovetoknow.com/
https://cruiseshipopportunities.ca/
https://www.princess.com/
https://www.ges.com/everything-you-need-to-know-about-trade-show-marketing
https://cruiseweb.com/
https://www.slideshare.net/felixtbunagan/rubric-video

You’ve completed your ITSCSM

Learning Module! You’ve won this
Photo Credits: battle and I applaud you for fighting
https://cruising.org/ hard to get this far.
https://cruiseweb.com/ You are a warrior! You are a champion!
https://www.travelweekly.com/ And I’m so PROUD of you!