I like the all inclusive 72 62 I enjoy the diverse

I like the all inclusive 72 62 i enjoy the diverse

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I like the all-inclusive aspect 66 66 72 62 I enjoy the diverse entertainment/facilities 62 69 59 57 I love the ocean/ships 61 63 65 57 To gamble 27 31 30 21 To interact with like-minded people 23 27 16 24 I like the structured environment 23 42 16 10 To interact with people of my own age 19 30 13 15 It is a perfect way to spend a honeymoon 16 29 17 3 Other 15 6 18 20 BY INCOME All % Less than $50K % $50K-99.9K % $100K+ % I enjoy the multi-destination aspect of a cruise 66 63 67 70 I like the all-inclusive aspect 66 61 65 74 I enjoy the diverse entertainment/facilities 62 62 61 61 I love the ocean/ships 61 53 66 66 To gamble 27 27 31 21 To interact with like-minded people 23 21 24 23 I like the structured environment 23 29 22 14 To interact with people of my own age 19 19 25 12 It is a perfect way to spend a honeymoon 16 16 18 12 Other 15 16 12 17 S ource: Mintel/Greenfield Online
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Exhibit 10 NORTH AMERICAN CRUISE LINES’ COMPETITOR SEGMENTATION BY KEY CRUISE CHARACTERISTICS CUSTOMER SEGMENT GENERAL CHARACTERISTICS CRUISE LINES First Class Cruise Large ships Carnival Cruise Line Lines Pax capacity 2,000–3,500 people Costa Cruise Line Small cabins Disney Cruise Line Good food Mediterranean Shipping Company Family friendly (MSC) Fitness/Sports-oriented Norwegian Cruise Line 3- to 7-night itineraries Royal Caribbean International 3- to 4-star service Price point $–$$$ KeyWord: Quantity Premium Cruise Medium-sized ships Azmara Cruise Line Lines Pax capacity 1,500–2,000 people Celebrity Cruises Large cabins Holland America Line Fine dining Oceania Cruises Family friendly, but more adult-oriented Princess Cruises Spa-oriented 7- to 14-night itineraries 4- to 5-star service Price point $$–$$$ KeyWord: Quality Specialty Cruise Very small ships Amadeus Waterways Lines Passenger capacity 100–300 people Cruise West Mixed cabin accommodations Delta Queen Steamboat Co. Mixed dining options Discovery World Cruises Not suitable for most families Norwegian Coastal Voyages Few fitness or spa options Orient Line 3- to 20-night itineraries Peter Deilmann 3- to 5-star service Star Clippers Price point $$$$–$$$$$ Uniworld KeyWord: Adventure Viking River Cruises Windjammer Barefoot Cruises Windstar Cruises Luxury Cruise Small ships Cunard Line Lines Pax capacity 300–800 people Regent Seven Seas Cruises Huge cabins or all suites Seabourn (The Yachts of) Gourmet cuisine Sea Dream Yacht Club Not family-friendly Spa-oriented 10+ night itineraries 5- to 6-star service Price point $$$$$ Keyword: Exclusivity Note: Pax = xxxx xxxx Source: Cruise Plannrs, “First Class and Premium Cruise Lines,” available at - Cruise %20Line%20Market%20Segmentation, accessed March 1, 2011.
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Exhibit 11 TOP THREE COMPETITORS IN THE U.S. CRUISE LINE MARKET Carnival Cruise Lines Tagline Fun For All. All For Fun Theme From the white sands of the Caribbean to the glacier-iffic landscapes of Alaska, our fleet of “Fun Ships” sails into more than 60 of the world’s most beautiful destinations -- Often sailing from many of our convenient close-to-home ports . We’re talkin’ sunny
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