Page 9 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
1.2 METHODOLOGY
This report provides a comprehensive overview of the current performance of the cruise Duty and Tax Free Travel Retail channel among travellers within the North American and Caribbean region.
This channel comprises all Duty and Tax Free sales offered by cruise liners (or their affiliated concession holders) to passengers as part of their cruise. It includes Duty or Tax Free sales of goods at or in the vicinity of cruise ports at the start of the passenger’s trip, at a location port during the trip, or at a port at the end of the trip.
Convenience store sales of products such as newspapers, magazines and toiletries on-board the ship and at port stores are excluded from this definition, although a short section on the convenience store channel is also included in this report.
The report features information derived from both secondary and primary sources. Secondary sources include a review of the North American & Caribbean cruise market and analysis of on-board and on-land Duty and Tax Free offerings from leading operators undertaken by CiR in November 2015, along with published information, news and analysis.
1.2.1 PRIMARY RESEARCH
Primary research for this report was conducted during November 2015 and focused on generating data from a natural fallout of Duty & Tax Free Buyers, Browsers and Non-Users among recent North American & Caribbean cruise travellers from key nationalities:
• Research was conducted with the 2 key North American & Caribbean cruise travelling nationalities: American (US) and Canadian
• Questionnaires were completed online
• Respondents recruited from nationally representative online panels
• Minimum age of respondent was 21 years
• All respondents had travelled on a sea cruise within the past 6 months
• Total of 812 interviews
Surveys were completed by a random sample of recent sea cruise travellers within each nationality. The targets for each nationality were set to reflect the fact that certain nationalities are far more prevalent within the North American & Caribbean region, whilst ensuring that base sizes are sufficient for each individual nationality to be analysed separately.
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