Page 26 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
2.2 CRUISING DRIVERS, SATISFACTION & FUTURE CRUISE LIKELIHOOD
2.2.1 CRUISING DRIVERS
Our research illustrates how various factors drive a travellers decision to take a cruise in the North American & Caribbean region. However, two stand out as the most prominent and should therefore be prioritised in service advertising going forward.
A positive previous experience of cruising is the most prominent reason for taking a cruise, cited by 3 in 5 cruise travellers, though this is a significantly larger driver among older travellers (69%). Testimonials and reviews from repeat cruise travellers in marketing materials can provide potential cruisers a firsthand account of the many advantages of cruise travel. The prominence of this as a key factor is also supported by independent review sites being a leading source of information among those researching their trip online.
Good value for money is the second most important motivator when booking a cruise amongst cruise travellers and, as with a previous good experience, is a significantly stronger driver among older travellers (57%). The value for money aspect of cruising can be promoted through, for example, ‘all- inclusive’ drinks packages, which can help travellers budget more effectively for their holiday and potentially allowing more spend for shopping, among other activities.
The ease of planning a cruise is a key driver for 2 in 5 travellers, while the chance to visit multiple locations is key for 37%. Other key drivers include recommendations, and the range of on-board activities/facilities, which should be highlighted on websites and in promotional brochures.
REASONS TO TAKE A RECREATIONAL SEA CRUISE
Base: Total travellers (812)
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