Cruise
Introduction to the cruise industry
Identify factors that demotivate potential cruisers
Understand Selling Cruises and Cruise Products
Understand Planning the Itinerary and other key
operational concerns
Discuss the future of the cruise industry
CLIA (2012)
CLIA (2012)
CLIA (2012)
CLIA (2012)
Seasite.com
CLIA (2012); Gibson (2006)
The cruise industry has a US$15 billion turnover and
employs over 100,000 shipboard officers and crew as well
as approximately 15,000 employees ashore (Ward, 2001)
About 16 million cruise passengers cruised in 2011 and
North American contributed 70% or 11.2 million
passengers. Annual occupancy rate exceeding 103% in
2011, demand in cruise industry continues to outstrip
supply in tying economic environments (CLIA, 2012)
Forecast 17 million guests in 2012, a 4% increase over
2011 and commensurate with the added capacity of 12
new ships debuted in 2011
CLIA (2012); Gibson (2006)
The industry’s growth is headlined by the Caribbean,
the dominant cruise destination as it accounted for
39.8% of all itineraries in 2011. Passenger numbers
continue to remain consistent and high for the
Caribbean, despite other rising cruise destinations
From a product standpoint, cruise ships offering an
array of feature-rich innovative facilities, amenities
and services that exceed the expectations of a growing
population of travellers.
Dickinson & Vladirmir (1997)
Factor
Reason
Cost
Cruising is perceived to be expensive
Exclusivity
Cruising is thought to be a domain for the
wealthy and elitist in terms of social groupings
Family
prohibitive
Cruising is not felt to be for people with
children but rather oriented toward older
groups
Claustrophobic
The ship is thought of as a constraint and
quiet space a premium
Seasickness
Concerns about coping with seasickness
influence decision making
Marvelcruises.com
4 types of cruises based on characteristics that define the on-
board lifestyle and overall vacation experience
1. First Class Cruise Lines/Mass Market Lines – resort-style
vacations
Cruise Lines
General characteristics
Carnival Cruise Line
Large ships
Pax capacity: 2000-2500
Small cabins
Good food
Family friendly
Fitness/sports-oriented
3-7 nights itinerary
3-4 star service
Price point: $-$$$
Key Word: Quantity
Costa Cruise Line
Disney Cruise Line
Mediterranean Shipping
Company
Norwegian Cruise Line
Royal Caribbean International
Marvelcruises.com
2. Premium Cruise Lines – resort-style vacations
Cruise Lines
General characteristics
Celebrity Cruises
Medium-sized ships
Pax capacity: 1500-2000
Large cabins
Fine dining
Family friendly and adult-oriented
Spa-oriented
7-14 night itineraries
4-5 star service
Price point: $$-$$$
Key Word: Quality
Holland America Line
Oceania Cruises
Princess Cruises
Marvelcruises.com
3. Luxury Cruise Lines – high quality and personalized services
Cruise Lines
General characteristics
Crystal Cruises
Small ships
Pax capacity: 300-800 people
Huge cabins or Suites
Gourmet cuisine
Not family-friendly
Spa-oriented
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- Fall '19
- Cruise ship, Cruise lines
