Page 40 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
4 CRUISE TRAVELLERS: PURCHASE INCIDENCE
Through our research into cruise travellers within the North American &
Caribbean region, we are able to analyse the relationship between
Duty / Tax Free service awareness, browsing and purchasing on-board
and on-land. From this, we are able to determine levels of service
conversion and the extent to which certain offerings are achieving greater success.
In addition, we are able to determine key differences between the different demographic groups. For example, older travellers are more likely to recall, visit and purchase from Duty / Tax Free stores on-board than younger travellers, who are more likely to recall, visit and purchase from Duty / Tax Free stores on-land.
92%
ARE AWARE OF DUTY / TAX FREE OFFERINGS
81%
BROWSE THE DUTY / TAX FREE
OFFERINGS (88% of aware)
71%
PURCHASE FROM THE DUTY /
TAX FREE OFFERINGS (88% of browsers)
PURCHASE ON-BOARD: 53% PURCHASE ON-LAND: 36%
AWARENESS
Overall, the vast majority (92%) of North American & Caribbean cruise travellers recall Duty / Tax Free offerings during their voyage. Recall is higher on- board (75%) than on-land (59%). Recall of Duty / Tax Free stores on-land is higher amongst younger travellers (67%) and Americans (61%).
BROWSING
A very high rate of travellers aware of a Duty / Tax Free service go onto browse the offering (88%). Of those who recall Duty / Tax Free stores, browsing is higher on-board (69%) compared to on-land (47%), potentially driven by the increased time spent on board compared to in a port.
PURCHASING
Purchase conversion is high among North American & Caribbean cruise travellers with 88% of those browsing the offer going on to make a purchase. Overall purchasing is more popular on-board the ship (53% vs. 36% on-land), driven by over 40s preferring the on-board channel.
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