Page 54 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
However, it must also be considered that differences will occur between cruise operators and cruise liners in terms of on-board store perceptions and between locations when considering on-land port stores. This is illustrated by the perceptions of the three leading cruise liners by passenger traffic in our research.
Table 7: Positive Perceptions of Cruise Operator Channel Aspects vs. Average
Therefore, when considering the areas of priority in this section, it is important to remember that the priority areas are based on wider market perceptions of on-board and on-land stores, and these are not specific to an individual location or cruise liner. This being said, these areas have been identified by the Asian cruise travellers as those which are generally weaker. Therefore, operators and brands should pay these areas the greatest attention when considering strategies to improve service perceptions and drive purchase propensity.
Channel Area Perceptions
(% ‘excellent’/’very good’ vs operator average)
Channel Area
Royal Caribbean
Princess Cruises
Costa Cruises
Overall Positive Perception
55%
65%
71%
Sampling Opportunities
-13%
-1%
-4%
Product Information
+1%
-1%
0%
Product Displays
+4%
-3%
+7%
Staff Service
+6%
+3%
+4%
Shopping Environment
+2%
+7%
+7%
Ease of Payment
+10%
+5%
-3%
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