Page 22 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
2 ASIAN CRUISE TRAVELLERS: PURCHASE INCIDENCE
CiR’s research into Asian sea cruise travellers allows us to explore the differences between Duty / Tax Free service awareness, browsing and purchasing, highlighting when the Duty / Tax Free offerings are achieving the greatest impact.
In addition, differences are apparent between different demographic groups, for example, Singaporeans are by far the nationality least likely to make a purchase of those sampled whilst younger travellers have a much higher incidence of awareness, browsing and purchasing compared to those over 40 years of age.
84%
ARE AWARE OF DUTY / TAX FREE OFFERINGS
79%
BROWSE THE DUTY / TAX FREE
OFFERINGS (93% of aware)
73%
PURCHASE FROM THE DUTY /
TAX FREE OFFERINGS (93% of browsers)
PURCHASE ON-BOARD: 52% PURCHASE ON-LAND: 48%
AWARENESS
84% of Asian cruise travellers recall Duty / Tax Free services during their voyage, with a similar level of recall existing on-board (61%) and on-land (60%). Younger travellers and Taiwanese are the most likely to have seen an offering on their trip.
BROWSING
A very high rate of those aware of a service go onto browse the offering (93%). Browsing likelihood of those aware and of total travellers is higher on- board (91% & 56%) compared to on-land stores (85% & 51%), potentially due to their increased time spent on board compared to in the port.
PURCHASING
Purchase conversion is very high among Asian cruise travellers, with 93% of those browsing the offering going on to make a purchase. However, whilst overall purchasing is more popular on-board the ship (52% vs. 48%), conversion is similar in on-land stores (94% vs. 93%).
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