Page 34 - North American & Caribbean Cruise Traveller

3.1.1 PRE-TRIP RESEARCH SOURCES
The most important sources of information for cruise passengers prior to travel are cruise line websites, used by over half of American cruise travellers, particularly older travellers and those embarking on a long cruise (both 61%). This shows the extent to which cruise travellers rely on cruise line websites for information and presents a key opportunity for cruise lines to showcase their on-board cruise features which differentiate the service from others in the region.
Travel package booking websites such as Booking.com or Expedia are popular with almost 3 in 10 travellers, with under 40s and males significantly more likely to use these websites to research their trip. The same proportion, 28%, spoke to family or friends, showing the importance of word of mouth recommendation when cruise planning. Americans, younger travellers and short cruise travellers are significantly more likely to speak to friends and family.
Around a quarter of regional cruise travellers consult travel planning/ advice/ review websites such as TripAdvisor prior to travel, especially younger travellers (26%).
Social media is the third most important source of information for travellers under 40, with 36% consulting social media sites for information prior to their trip. This indicates that the reviews and opinions of people unknown to the passenger are almost as important as those of friends and family, if not more so in the case of younger travellers. This also illustrates the importance of a strong social media presence.
Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
RESEARCH SOURCES PRIOR TO TRAVEL
Base: Total travellers (812)
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