Page 43 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
4.3 AGE
Although recall is the same for both age groups, browsing and purchasing from the Cruise Duty & Tax Free Retail channel is much more popular among younger North American & Caribbean cruise travellers compared to those aged over 40.
Older shoppers are potentially more likely to have a higher degree of spending power and a greater potential to make higher value purchases. Therefore, increasing the appeal of cruise channel Duty & Tax Free shopping amongst older travellers should be considered a leading priority going forward,
AWARENESS
More than 9 in 10 travellers recall seeing Duty / Tax Free Services during their cruise. Over 40s have a much greater recall of on-board services, whereas younger travellers are more likely to recall services on-land.
BROWSING
86% of younger travellers visited Duty / Tax Free shops, equivalent to 94% of those aware. On-land stores are especially popular amongst Americans under 40. Although fewer over 40s visit Duty / Tax Free stores overall, they are significantly more likely than younger travellers to visit stores on-board.
PURCHASING
On-board services are preferred to on-land stores by older cruise travellers. Three quarters of all purchases made by Canadian cruise travellers over 40 are on-board. Younger travellers, Americans in particular, are almost as likely to buy on-land as on- board.
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