Page 27 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
2.3.1 THE IMPORTANCE OF ON-BOARD SHOPPING
Despite the high levels of recall and usage expressed by our European cruise sample in terms of the on-board Duty & Tax Free shopping opportunities, less than a third highlight its presence as very important to their trip. This is a much lower rate than we have experienced in our cruise research into other global regions, with 73% of Asian travellers and 53% of American travellers considering the presence of on-board Duty & Tax Free shopping to be ‘very important’ to their overall cruise.
This being said, the importance of on-board Duty & Tax Free shopping does significantly increase among Italian and younger travellers, with 52% and 43% claiming the availability of on-board Duty & Tax Free shopping to be ‘very important’.
The lower importance of on-board Duty & Tax Free shopping could be driven by several factors, such as range fatigue or limited offerings. Store operators should therefore look to drive interest in the on- board offering through differentiating the service from other offerings (particularly those on-land) through tailored product ranges and key promotional activity.
IMPORTANCE OF ON-BOARD SHOPPING
Base: Total Travellers (750)
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