Page 50 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
4.1.2 PURCHASE LIKELIHOOD: TRAVELLERS UNAWARE OF SERVICE
Among those not visiting the cruise channel Duty / Tax Free retail offer due to a lack of awareness on their last trip, the majority say that they would at least have considered making a purchase had the offers been there.
Less than 1 in 10 of those not visiting due to a lack of awareness say they would have been unlikely to purchase from the service illustrating the extent to which Duty / Tax Free retail is a key revenue driver among Asian cruise travellers.
Figure 7: Non-Awareness: Purchase Likelihood
This illustrates openness to the cruise Duty / Tax Free retail channel among Asian travellers even where there is a lack of direct recent exposure to it.
Ensuring that both on-board and on-land channel offers are available to travellers and that every opportunity is taken to raise awareness of them, offers a substantial opportunity for cruise liners, store operators and brands to expand the scale of purchasing from this channel.
Had they been aware of the offer, Mainland Chinese travellers would have been the most likely to purchase, as would older travellers and those travelling on longer cruises (7-13 nights).
Chinese Mainland most likely to purchase if made aware of Duty / Tax Free service
Yes Maybe No
67%
24% 9%
Younger travellers much more likely to have purchased compared to older travellers
Travellers on longer cruises more likely to purchase if more aware of the service on their most recent trip
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