Page 163 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
8.1 ON-BOARD DUTY & TAX FREE RETAIL
8.1.1 INCREASING AWARENESS
Overall awareness of on-board and on-land cruise Duty / Tax Free services is high among Asian cruise travellers. However, the level of awareness for on-board services in isolation decreases, illustrating a clear potential for improvement.
The level of awareness should be considered a key factor in driving future growth within the channel; of those aware of an on-board Duty / Tax Free service, the majority not only go onto to browse the available offering, but also make a purchase:
 61% of Asian cruise travellers are aware of on-board Duty / Tax Free services; higher awareness among Taiwanese (65%) and Singaporeans (64%), younger travellers (64%) and males (63%)
 Of those aware of an on-board Duty / Tax Free service, 91% go on to visit; highest among Chinese travellers (96%)
 Of those visiting an on-board Duty / Tax Free service, 93% go on to make a purchase; highest among Chinese (98%), lowest among Singaporeans (85%)
 Of those unaware of a Duty / Tax Free service during their trip, just 9% will not consider making a purchase on their next trip
The very high levels of visiting and purchasing among those aware of an on-board Duty / Tax Free channel, and openness to the service among those unaware, clearly illustrates the potential of increasing awareness levels among Asian cruise travellers. Therefore, this should be considered a leading priority when assessing strategies to drive growth within the channel going forward.
Recommendations for Increasing Awareness On-board:
 Advertise on boarding passes and tickets. Drive immediate interest through advertising offers such as ‘first day discounts’
 Advertise available offers when passengers are embarking and disembarking the ship; incorporate product sampling, potentially
Although overall awareness is high, potential to increase on-board service awareness exists
Increasing awareness should be considered a key priority to drive sales in the on-board channel
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