Page 47 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
5.1.1.1 EMAIL/ELECTRONIC MESSAGES PRIOR TO TRAVEL
Email / electronic messages prior to travel are the preferred method of awareness raising among cruise travellers who did not engage with the channel due to a lack of awareness.
Cruise line operators should therefore engage in electronic communication with travellers in advance of their cruise, providing general information on the Duty / Tax Free retail offer as well as specific information about on-board stores. Link this to online sources of information, allowing travellers to explore the retail offer further if they wish, and potentially pre-order.
On-land port stores should look to advertise on well-known travel websites, with the option for travellers to signing up to email alerts on Duty / Tax Free shopping. Drive uptake through providing additional services, tourist based information, such as weather and local sightseeing information
Table 3: Email / Electronic Messages Prior to Travel: Proposed Actions
Proposed Actions
 Cruise lines to provide general information on Duty and Tax Free retail offers in a welcome email sent out to all travellers after booking
 On-land stores to advertise on well-known travel website and offer opt-in email updates on Duty / Tax Free offer, along with other location based information
 Provide links to product ranges and information on promotional offers, Duty Free
exclusives and local produce on store websites. Support this with pre-ordering services
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