Page 132 - North American & Caribbean Cruise Traveller

6.4 AWARE NON-VISITORS
Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
Non-Visitors of the cruise Duty / Tax Free channel include travellers that recall seeing available on-board or on-land offers during their last trip but chose not to visit any store. Of our North American & Caribbean cruise traveller sample, just 11% fall into this category,
Around half of Non-Visitors are resistant to visiting Duty / Tax Free stores which is being potentially driven by existing negative perceptions of the Duty / Tax Free offering or due to a negative past experience of the offer. However, there remains a sizeable proportion of those aware of the service but not visiting on their last trip who do not reject the possibility of visiting Duty / Tax Free stores in the future.
Whilst factors discouraging visiting are apparent, there is clear potential to drive footfall among this Non-Visitor group through the implementation of appropriate strategies and mechanisms to drive interest in the retail offer.
6.4.1 BARRIERS TO DUTY / TAX FREE STORE VISITING: NON-VISITORS
Although a range of potential barriers are currently discouraging usage of the cruise Duty / Tax Free retail channel among those aware of a store but not visiting two areas stand out as the most prominent areas to address when looking to drive footfall among those cruising in the North American & Caribbean region:
 Travellers preferring to spend their money on something else
 Travellers preferring to spend their time on something else
Other barriers causing cruisers in the North American & Caribbean region to reject the Duty / Tax Free offers available include not being interested in the products being sold, the perception that they never use the products sold in Duty / Tax Free stores and the perception that the service is not good value for money.
BARRIERS TO VISITING
Base: Aware non-visitors (90)
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