Page 37 - European Cruise Traveller Duty & Tax Free Retail

Our research into the European cruise sector includes the three leading nationalities cruising in the region; British, German and Italian. British and German are by far the leading European cruise travellers (collectively accounting for around half of European cruise passenger traffic), although Italians are also significant.
Fairly large differences are apparent in terms of Duty & Tax Free awareness, browsing and purchasing between these three nationalities, with purchasing far more prominent among Italians compared to both British and German travellers.
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
4.1 NATIONALITIES
AWARENESS
Despite around 9 in 10 British and Italian travellers recalling Duty & Tax Free stores during their trip, just 75% of Germans recall an available service. This is potentially driven by lower service interest, with awareness levels being fairly similar between cruise region and demographics.
BROWSING
If aware of a service, Italians (92%) are more likely to go on to browse compared to British and Germans (83%). This shows the potential to drive German visiting via generating increased awareness.
PURCHASING
Italians are most likely to make a purchase although 3 in 5 British and half of Germans make a purchase during their trip. The on-board offer is more prominent among all nationalities compared to on-land.
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