Ocean breezes. Exotic ports of call. Endless activities. Cruising is a vacation like no other. Yet are cruise companies Targeting their unique value proposition to The Right Travelers in the right ways? Not always.
We asked 2,500 travelers in five countries about their attitudes toward cruising. 58% OF PEOPLE ARE OPEN TO A CRUISE VACATION. This is good news for the industry.
The catch? Although most people open to a cruise vacation are concerned about pricing and cost transparency, one-size-fits-all strategies to capture interest and grow share of wallet do not work.
“I live to cruise—it’s my favorite vacation.”
“I enjoy cruising, but it’s not my first choice.”
“I don’t typically cruise, but I’d think about it.”
“From what I know now, cruising isn’t for me.”
“Forget it. I wouldn’t take a cruise if my life depended on it.”
The cruise industry has untapped opportunities to get even more travelers on board with cruising. Maximizing return on investment means focusing efforts on the massive persuadable market: The open-minded cruiser.
The goal is to Turn The Open-minded Into Cruise Enthusiasts With Education And Targeted Marketing Messages to understand and influence attitudes, consideration, and vacation planning and booking preferences.
What would get open-minded travelers to consider going on a cruise?
want better pricing.
want better choices for off-shore excursions/activities.
want better ports of departure and return.
When booking a cruise, open-minded cruisers—like cruise enthusiasts—care most about ADVANCED CUSTOMIZATION and TRANSPARENT PAYMENT OPTIONS.
want to customize cruising options at the time of booking.
want to pre-pay for the cruise to avoid hidden or extra charges.
Cruise companies that focus marketing, education and the cruise experience— from booking through debarkation—on baby boomers as the stereotypical cruisers are missing the boat.
Millennials are more than mildly interested in cruising. 68% are open to a cruise vacation. Yet only 27% of them are cruise enthusiasts—a small fraction of millennial cruisers.
What would get the 63% of open-minded millennial cruisers to consider going on a cruise?
51% Want better pricing options
25% Want better off-shore excursions/activities
25% Want unique on-board experiences/activities
25% Want better on-board entertainment
24% Want better cabin space
Cruisers want better pricing and pre-pay options. Beyond this, views of cruising differ by country—reflecting consumer behaviors, cultures, availability and geography. Country-specific strategies are key to expand the cruise market.
Cruise companies are well positioned to grow bookings among open-minded cruisers. It’s about the right marketing messages and education—and the right products and services on and off the ship.