Page 39 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
4.3 AGE
Although browsing and purchasing levels are fairly similar between
age groups, available service awareness is more prominent among
older travellers, with 86% recalling a Duty & Tax Free offering either on-
board the cruise liner or at an on-land port store during their last trip.
This illustrates how conversion rates (i.e. the extent to which those aware of a service go on to browse and those browing a service going on to purchase) are weaker among older cruise travellers in the European region. As is the case in other cruise regions, older shoppers are potentially more likely to have a higher degree of spending power than their younger counterparts. It is therefore important for cruise Duty & Tax Free retail offerings to appeal to this traveller group, particualrly when considering the relatively high average age of cruise travellers in the European region.
AWARENESS
86% of older travellers are aware of Duty & Tax Free retail opportunities compared to 81% of younger travellers. Older travellers are significantly more aware of on-board services compared to younger travellers.
BROWSING
A similar level of browsing occurs across both age groups, driven by a higher level of browsing among younger travellers aware of a service. This being said, older travellers are much more likely to visit services both on- board and on-land compared to younger travellers (26% vs. 16%).
PURCHASING
A similar level of purchasing exists among older and younger European cruise travellers. On-board services are preferred to on-land stores by older cruise travellers, although a similar appreciation exists across both age groups for on-land services.
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