Page 35 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
3.2 CRUISING DRIVERS, SATISFACTION & FUTURE CRUISE LIKELIHOOD
3.2.1 CRUISING DRIVERS
Our research indicates that there are several key factors driving an Asian traveller’s decision to take a cruise, although relatively large variances between drivers are apparent between different nationalities and demographic groups.
Cruising being considered good value for money is the leading cruising driver and should therefore be prioritised when promoting cruising to Asian travellers. Good value is a significantly stronger driver among Mainland Chinese travellers (56%) and also over indexes among males (47%).
The traveller having previously enjoyed cruising is the second most prominent cruise driver. Operators could therefore drive uptake through including testimonials and reviews in marketing materials providing new and past cruisers a firsthand account of package enjoyment. This is a significantly larger driver among Singaporean (49%) and Mainland Chinese (46%) travellers.
Among other leading drivers, taking a cruise to visit multiple locations is a significantly more prominent driver among Mainland Chinese travellers (39%), as a result of a recommendation is a significantly more prominent driver among Hong Kong (41%) & Taiwanese (40%) travellers and cruising being easy to plan is especially important to Singaporeans (46%).
Other leading drivers for cruising include the range of on-board activities / facilities, significantly larger among Mainland Chinese (35%), and cruising being something they have not tried before, a significantly larger driver among younger travellers (28%).
REASONS TO TAKE A RECREATIONAL SEA CRUISE
Base: Total travellers (798)
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