Page 172 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
9 SUMMARY & RECOMMENDATIONS
As the cruise sector’s largest individual region in terms of passenger traffic, the North American & Caribbean region continues to present significant opportunity for cruise channel Duty & Tax Free retailers and brands alike. This is particularly the case when considering the very high levels of purchasing, and therefore openness to the available offering, among cruise travellers within the region.
Based on our findings, we have presented various recommendations for enhancing the Duty & Tax Free offering in the North American & Caribbean cruise channel.
 Increasing footfall
 Channel differentiation and
 Shaping shopper behaviour
The overall themes we have highlighted here are similar to how we suggest enhancing the Duty & Tax Free offering in other cruising regions, such as Asia. However, whilst this may be case, the way in which retailers and brands approach these themes, must be tailored by region due to the clear variance between traveller types cruising in different global areas.
In addition, whilst often categorised as part of the same channel, we continue to assess the on-board and on-land Duty / Tax Free retail offers as separate sub-channels offering different shopper experiences and driving separate shopper missions.
As the leading cruise region in terms of passenger traffic, the North American & Caribbean region presents significant potential for cruise Duty & Tax Free retailers and brands alike
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