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WHO CRUISES---AND WHY

LEARNING OBJECTIVES:
Describe the typical clients onboard cruises of different lengths. Explain reasons why people are drawn to cruising. Identify what is typically included in the cruise price Explain how cruises are priced. Explain the most common roadblocks to cruise purchase.

FACTS
27% of cruisers are under 40 yrs old, 42% are between 40-59 yrs old, and 31% are over 60 yrs old. 40% of the people on board are taking their first cruise. 3 out of 4 cruisers are married. People who cruise earn 15% more than non-cruisers. 10% of all cruisers bring a child or children along.

SHORT CRUISE VS. LONG CRUISE


SHORT CRUISE Younger passengers Have more modest incomes Have less education Working full time Interested in mass market destination New to cruising
LONG CRUISE o Older passengers o Have higher incomes o More educated o likely to be retired or semi-retired o Interested in exotic destination o Have already experienced cruising

WHY PEOPLE CRUISE


1. A cruise is a hassle free vacation
2. A cruise takes you away from it all. 3. Youre pampered like nowhere else. 4. You can do it all or nothing at all.

5.

You can sample a broad geographic area.

6.
7.

A cruise is something new.


Cruises offer a huge variety of events, activities and meals. A cruise facilitates shopping.

8.

9. Its easy to make friends on a cruise.

10. Cruises lends themselves to groups. 11. A cruise is a romantic experience. 12. A cruise is a learning experience. 13. Theres a cruise that can satisfy virtually

anyone.

14. Its a great way to celebrate a special

event.

15. Everybodys talking about how wonderful cruises are.


16. Cruises represent a safe travel experience.

17. Its a fabulous value for the money.

18. You know what youre paying for in advance.

DEGREE OF INCLUSIVENESS
ALWAYS OR ALMOST ALWAYS INCLUDED Stateroom accommodations Stateroom amenities (e.g. shampoo) Meals Entertainment Onboard activities Ship transportation Supervised onboard childrens program Access to the exercise facility Port charges

SOMETIMES INCLUDED, SOMETIMES NOT.


Airfares Government fees

USUALLY NOT INCLUDED.

Shore excursion

Taxes
Transfers Laundry &

Gratuities
Alcoholic

Pressing

beverages Optional activities

Insurance

Never included
Cost of meals ashore Parking at the departure port Shopping Gambling Phone calls & internet Medical Services Babysitting services Personal services (e.g. massage )

CRUISE PRICES
The higher the deck the stateroom is on, the higher the price. Outside staterooms are more expensive than inside staterooms. Larger staterooms are expensive than smaller ones. Outside staterooms whose views are obstructed often cost less than those with unobstructed views.

FACTORS THAT AFFECT CRUISE PRICES


Booking 6 to 9 months in advance yields a savings. A last minute sale when the ship is not fully booked also results in lower prices. Special promotions If theres a 3rd or 4th person sharing the stateroom, their per person price is often much less than for the 1st and 2nd person. Seasonality Repositioning cruises Alumni or past passengers rate

ROADBLOCKS TO PURCHASE
1. 2. 3. 4. 5. 6. 7. 8.

Cruises are too expensive. Cruises are boring Cruises are for older people. Cruises are stuffy and too formal. Cruises are too regimented. Theres not enough time in ports. The ship is too confining. Arent you forced to socialize with people.

9. Ill eat too much and put on

weight. 10. Are ships really safe? 11. Im worried about terrorism. 12. Its too far to fly to the port. 13. Im worried about getting sick. 14. I dont know enough about cruises.

DRESS CODE
Formal: Appropriate formal evening wear for women is an evening gown or cocktail dress; men wear tuxedos, dinner jackets or dark suits. Informal: Ladies usually wear dresses or pantsuits; men wear jackets (tie optional) Casual: Open neck shirts, slacks, and sports outfits are appropriate.

Needs of Cruise Market Segment


Families come in all sorts of configuration today. Ex. Grandchild with grandparents, blended families, etc Cruises can be of great value, an important factor for three or more people who are traveling together. Cruise ships provide facilities and activities tailored to different childrens age group. Kids on a cruise can have fun and learn at the same time.

Needs of Cruise Market Segment


Culture Seekers sees travel as a way to learn about history , people, and cultures, to grow intellectually, and to enrich their lives. Spend considerable time in ports and visit unusual or prehistoric places They favor cruises that offer educational seminars and programs. Single travelers Favor smaller ships Respect nature and are sensitive to the ecology of the places they visit.

Needs of Cruise Market Segment


Adventurers want to do exciting, adventurous things at the places they visit. They want a cruise with plenty of choices. Very energetic and are participative to any activities. Favor exotic itineraries and smaller ships They expect that what they do will requires at least some level of fitness.

Needs of Cruise Market Segment


Romantics Includes all sorts of people: Honeymooners, anniversary couple, etc Favor tropical cruises or cultural one. They want minimal logistics and minimized stress Pampering and spas are very appealing to them.

Needs of Cruise Market Segment


The Upscale They want the best but also want the best deal. Favor the most expensive cruise lines. Quality cruising is vital for them A sophisticated environment is important Fine cuisine is an important part of their travel experience Port that are not known to tourists.