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); 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