Page 64 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6 CRUISE RETAIL: USAGE, DRIVERS & BARRIERS
6.1 CHANNEL USAGE
Our research shows that 7 in 10 European cruise travellers visit a Duty & Tax Free store either on-board the cruise liner or at an on-land port store at some point during their trip. This illustrates a clear general openness to Duty & Tax Free retail among this traveller type.
In terms of visit location, the on-board channel is by far the most prominent, attracting the vast majority of service visitors. In comparison, the on-land channel attracts just 2 in 5, with the majority of these (62%) also visiting a store on-board the ship. The key driver causing travellers to visit Duty & Tax Free stores both on-board the cruise liner and at ports is to browse and maybe buy something.
VISIT LOCATION...
84% of those visiting a Duty & Tax Free store during their cruise Duty / Tax Free retail, making this a significantly larger channel than the on-land offer.
The weaker performance of the on-land offer is driven not only by much lower awareness, but also by a lower visit conversion rate (i.e. a lower proportion of those aware of an on-land service go on to browse the offer compared to those aware of on-board stores). This could be driven by several factors, such as increased time pressures or travellers having set plans of how to spend their time when on-land.
With the vast majority of cruise services making port calls during the trip, there is significant potential for on-land Duty & Tax Free retail in the European region. However increasing awareness and interest in available services must be increased.
DUTY & TAX FREE STORE VISIT LOCATION
Base: Visitors (533)
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