Page 40 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
4.4 LOCATION
The Mediterranean region is key to the overall European cruise
industry, accounting for around two-thirds of regional passenger
traffic, as well as being positioned as the second largest global cruise
location after the Caribbean. This being said, the North European
and Nordic region also presents a key opportunity for Duty & Tax Free retailers going forward.
Our research illustrates how those travelling in the Mediterranean are more aware of Duty & Tax Free retail opportunities which consequently drives increased levels of browsing and purchase incidence. This being said, the Mediterranean and Northern regions have similar conversion levels (i.e. the proportion of those aware going on to browse and the propotion of those browsing going on to purchase) illustrating the potential to drive North European / Nordic purchasing through increasing awareness.
AWARENESS
86% of Mediterranean travellers recall seeing Duty & Tax Free services, with this being driven by the on-board channel (76% vs. 45% on-land). Awareness falls to 78% in Northern Europe (67% on-board, 35% on-land).
BROWSING
Three quarters of Mediterranean travellers browse a Duty & Tax Free service compared to 64% of North European travellers. This difference is largely driven by the lower rate of awareness in Northern Europe, although a higher level of browsing among those aware also occurs in the Mediterranean.
PURCHASING
Almost two-thirds of Mediterranean travellers make a purchase compared to just over half of North European travellers. On-board services are preferred by travellers in both regions.
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