Page 30 - European Cruise Traveller Duty & Tax Free Retail

3.1.1 PRE-TRIP RESEARCH SOURCES
As we have found from our research into other cruise regions, the role of cruise line websites is a key source of pre-trip information. The European region is no exception to this, with around half of cruise travellers browsing cruise line websites prior to their trip.
Cruise line websites are the most prominent source of information among all demographics, although British (57%) and older (58%) travellers are significantly more likely to use this information source. Those travelling in the Mediterranean (52%) are also more likely to visit cruise line websites than those travelling in Northern Europe (42%).
This illustrates the importance of maintaining cruise line websites and ensuring easy usability as well as updating content regularly to drive interest and repeat visiting during the booking process and in the build up to the passengers cruise. Websites
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
RESEARCH SOURCES PRIOR TO TRAVEL
Base: Total travellers (750)
should also be
communication
perceptions of
competitor services with information on cruise liner features, special events and regional information, such as festivals in the countries the different services visit.
Other key sources of pre-trip information include travel agent websites and travel agent booking websites. Cruise operators should look to develop partnerships with travel agents and booking websites to drive awareness of upcoming services and promote the operators overall brand.
considered a key
channel to differentiation
drive from
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