Page 44 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
4 DUTY / TAX FREE AWARENESS & PERCEPTIONS
4.1 DUTY / TAX FREE SERVICE AWARENESS
Our research shows that a very high proportion of Asian travellers are aware of at least one Duty / Tax Free offering during their trip. This includes those that recall seeing the offers but did not necessarily engage with them. A very high level of awareness of at least one Duty / Tax Free offer is to be expected due to the length of time the traveller is on the cruise ship, as well as the vast majority of Asian cruise travellers choosing to travel on services making at least one port call.
However, when assessing the awareness of on-board and on-land services in isolation, scope clearly exists to raise awareness levels. There is significant potential to increase engagement simply by raising awareness.
Around 3 in 5 Asian travellers recall a Duty /
Tax Free offering on-board the vessel.
Travellers are relaxed and in ‘holiday mode’
whilst on the ship, increasing their likelihood
of being open to retail opportunities.
Therefore, raising awareness is likely to result
in increased browsing & purchasing during their trip
60% of travellers recall on-land Duty / Tax Free Retail opportunities. However, this should be considered very low as almost all travellers visit at least one port during their cruise, thus presenting multiple opportunities to be aware of available offers. This could potentially be driven by a lack of interest regarding in-port shopping.
Those aware of Duty / Tax Free Retail services are likely to browse the offering but also go on to make a purchase. Therefore increasing the provision and raising awareness of both on-board and on-land services should be considered a key priority in driving future success of the cruise Duty / Tax Free Retail channel.
61% of travellers recall a Duty / Tax Free service on-
board the ship
60% of travellers recall a Duty / Tax Free service on-land
84%
Of Asian travellers recall a Duty / Tax Free service
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