Page 45 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
5 DUTY / TAX FREE AWARENESS & PERCEPTIONS
5.1 DUTY / TAX FREE SERVICE AWARENESS
The vast majority of North American & Caribbean cruise travellers (over 9 in 10), are aware of at least one Duty / Tax Free offering during their trip. This includes those that recall seeing the offers but did not necessarily engage with them. High levels of service awareness have also been the case in our other cruise research, with this not necessarily being surprising due to the length of time the traveller is on the cruise ship, as well as the vast majority of travellers travelling on services making at least one scheduled port call.
However, service awareness does differ between on-board and on-land stores, illustrating potential to increase awareness levels further, particularly for on-land stores.
Three quarters of North American & Caribbean cruise travellers recall a Duty / Tax Free offering on-board the cruise liner, compared to just under 3 in 5 travellers who recall Duty / Tax Free Retail opportunities via on-land port stores.
The recall of on-land stores in the region should be considered low given that almost all travellers visit at least one port during their cruise, thus presenting multiple opportunities to be aware of available offers. However, some of the Caribbean port stores are fairly small and can potentially be missed if activities are not undertaken to drive service awareness.
Driving overall awareness must be considered one of the key priorities going forward. Cruise travellers are generally relaxed and in ‘holiday mode’, increasing their likelihood of being open to retail opportunities. Therefore, those aware of Duty / Tax Free Retail services are likely to browse the offering and potentially also go on to make a purchase.
92%
Of North American & Caribbean cruise travellers recall a Duty / Tax Free service during their trip
75%
of travellers recall
a Duty / Tax Free service on- board the ship
59% of travellers recall a Duty / Tax Free service on-land
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