Page 29 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
2.3 AGE
The Cruise Duty & Tax Free Retail channel is much more popular
among younger Asian travellers compared to those aged over 40;
our research shows a much higher recall, browsing and purchase
level for younger travellers. However, this is largely driven by lower
levels of awareness among older travellers, with our research showing that purchase conversion is in fact higher among those aged over 40.
It should therefore be considered a priority to increase awareness among older travellers especially considering that it could be deemed that those aged over 40 have a higher degree of spending power and have more potential to make higher value purchases.
AWARENESS
89% of Asians under 40 were aware of a Duty / Tax Free service on their most recent trip; a much higher rate compared to over 40s. Under 40s have a similar rate of awareness of on-board & on-land services; whilst older travellers are more aware on-board.
BROWSING
Just 70% of older Asian cruise travellers browse the service, although this represents 92% of those aware of the service. Browsing is slightly more popular on-board among younger travellers but much more so among those aged over 40 (52% vs. 42% on-land).
PURCHASING
Under 40s have a higher purchasing rate but if older travellers browse the service, they are most likely to make a purchase. On-board services are preferred over on-land services by both younger and older Asian travellers, although this is more so among those 40+.
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