Page 23 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
2.2 CRUISING DRIVERS, SATISFACTION & FUTURE CRUISE LIKELIHOOD
2.2.1 CRUISING DRIVERS
Various factors influence a traveller’s decision to take a cruise in the European region. However, whilst several key factors feature among European cruise traveller’s two areas should be prioritised when promoting services going forward.
Such as is the case in other cruising regions, (e.g. the Americas), a positive previous experience of cruising is the most prominent reason for taking a cruise in the European region. This is a significantly stronger factor among British travellers (66%) and is also more prominent among those travelling in the Mediterranean region (57%).
Cruise operators should look to reinforce existing positive experiences through testimonials and reviews from repeat cruise travellers in marketing materials. This should also be supported by providing ‘Season Review’ documents on operator websites with highlights from recent months in terms of local festivals, on-board activities and events, as well as traveller led reviews.
To visit multiple locations is the second most important motivator when booking a cruise and is a significantly stronger driver among German (60%) and older travellers (58%). When promoting a particular cruise service, operators should therefore ensure specific details about scheduled call locations are provided, with information on location heritage, activities to take part in, and special events that may be taking place.
The cruise being good value for money as well as the ease of planning a cruise are also key drivers for 41% and 30% of European cruise travellers respectively.
REASONS TO TAKE A RECREATIONAL SEA CRUISE
Base: Total travellers (750)
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