Page 168 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
8.2 ON-LAND DUTY & TAX FREE RETAIL
8.2.1 INCREASING AWARENESS
As previously mentioned, strong recall of the overall Duty / Tax Free retail offer exists among Asian cruise travellers. However, as with the on-board offer, the level of awareness for on-land 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 on-land Duty / Tax Free channel; with the majority of those aware going on to make a purchase:
 60% of Asian cruise travellers are aware of on-land Duty / Tax Free services; higher awareness among Taiwanese (63%), Chinese Mainlanders (62%), and younger travellers (64%)
 Of those aware of an on-land Duty / Tax Free service, 85% go on to visit; highest among Chinese Mainlanders (88%), Taiwanese (87%) and younger travellers (87%)
 Of those visiting an on-land Duty / Tax Free service, 94% go on to make a purchase; highest among Chinese Mainlanders (97%) and Taiwanese (96%), lowest among Hong Kong travellers (87%)
 Of those unaware of a Duty / Tax Free service during their trip, just 9% will not consider making a purchase on their next trip
This clearly illustrates the potential of increasing on-land service awareness levels among Asian cruise travellers; a high proportion of those aware of an on-land Duty / Tax Free service go on to make a purchase. Increasing awareness should therefore, be considered a leading priority going forward.
Recommendations for Increasing Awareness On-land:
 Advertise on the back of purchased tickets through forming partnerships with local activity / excursion operators and locations
 Target travellers with displays in terminal buildings; tailor displays to incorporate interesting products such as leading product lines, location-based exclusives and limited editions
60% of Asian cruise travellers were aware of an on-land Duty / Tax Free service on their last trip
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com 168