Table of Contents
Scope and Themes
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- What you need to know
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
Executive Summary
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- The market
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- Figure 1: North American Cruise Industry sales and fan chart forecast of market, with best and worst cases at current prices, 2006-16
- Market factors
- Increased capacity will drive growth in passenger numbers
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- Figure 2: North American Cruise capacity, 2001-15* and utilization, 2002-10
- Older adult population growth accelerates
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- Figure 3: Population by age, 2006-16
- Declining median household income undermines growth
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- Figure 4: Median household income in inflation-adjusted dollars, 2000-10
- Leading companies
- Carnival and Royal Caribbean remain dominant brands
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- Figure 5: Share of North American Cruise Passengers, by Cruise Line, 2010
- Brand perceptions
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- Figure 6: Overall brand perceptions of major cruise lines, September 2011
- The consumer
- Past three-year cruising incidence is relatively stable
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- Figure 7: Past three-year cruise ship vacation incidence, May 2003-June 2011
- Most cruise with spouse/significant other and/or family
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- Figure 8: Most recent cruise companionship, by age, September 2011
- Travel agents are used more than any other method to book cruises
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- Figure 9: How most recent cruise was booked, September 2011
- Tropical destinations and Alaska remain most popular
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- Figure 10: Cruise ship destination, by household income, April 2010-June 2011
- Sightseeing and beach travel most popular vacation activities
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- Figure 11: Vacation activities, April 2010-June 2011
- All-inclusive packages are a key driver, cost perception is primary barrier
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- Figure 12: Motivations for having taken a cruise, September 2011
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- Figure 13: Reasons for never having taken a cruise, September 2011
Insights and Opportunities
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- Drive customer engagement and recommendations with passenger bloggers
- Smartphone apps may be developed to enhance passenger experience
- Vow-renewal offers could boost wedding revenues
Inspire Insights
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- Trend: A Simple Balance of Health
- Trend: Cam Cam
Market Size and Forecast
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- Key points
- Total cruising revenues rebound from 2009
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- Figure 14: Total revenues and forecast for the North American cruise industry, at current prices, 2006-16
- Figure 15: Total revenues and forecast for the North American cruise industry, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 16: North American Cruise Industry sales and fan chart forecast of market, with best and worst cases, at current prices, 2006-16
- Per-passenger revenues increase in 2011 after two years of decline …
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- Figure 17: Total revenues of the North American cruise industry, per passenger, 2011-16
- … but passenger daily spending remains below 2006 levels
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- Figure 18: Total revenues of the North American cruise industry, per passenger per cruise day, 2006-11
- Number of passengers in 2010 well above pre-recession levels
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- Figure 19: Number of North American cruise passengers, 1990-2010
- Longer cruises becoming more common in the industry
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- Figure 20: Number of North American cruise passengers, by length of cruise, 1990-2010
Market Drivers
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- Key points
- Build it and they will come
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- Figure 21: North American cruise capacity changes and utilization, 2001-15
- Growth of population aged 55-74 will contribute to future sales growth
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- Figure 22: Population by age, 2006-16
- Declining spending power undermined growth between 2008 and 2010
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- Figure 23: Median household income in inflation-adjusted dollars, 2000-10
- Consumer confidence shaky but may be on the upswing
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- Figure 24: Consumer confidence, March 2007-December 2011
- Traveler sentiment declined in Q3 2011
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- Figure 25: Traveler sentiment index, March 2007-October 2011
Competitive Context
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- Industry faces competition from land-based resorts
- In some cases, expansion may serve to cannibalize
- Need for passport may discourage some from cruising, may put local land-based resorts at an advantage
Leading Companies
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- Key points
- Carnival remains dominant but some other lines growing quickly
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- Figure 26: Number of North American Cruises, by Cruise Line, 200-5-10
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- Figure 27: Number of North American Cruise Passengers, by Cruise Line, 2005-10
- Leading companies often win with innovation and luxury
- Carnival Cruise Line
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- Figure 28: Carnival Cruise Line global revenues, 2008-10
- Royal Caribbean International
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- Figure 29: Royal Caribbean Internatioal global revenues, 2008-10
- Disney Cruise Line
- Norwegian Cruise Line
- Princess Cruises
- Celebrity Cruise Lines
Innovations and Innovators
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- Cruise ship innovation key to driving sales, differentiating ships and brands
- Brands using community to drive sales and loyalty
- Royal Caribbean Crown and Anchor Society
- Royal Caribbean neighborhood concept
- Some use unique cabin configuration to drive sales
- Norwegian Cruise Studio Staterooms
- Royal Caribbean Royal Loft Suites
- Companies use niche cruises to appeal to specific segments
- Crystal Cruises themed cruises
- Holland America Vampire Cruise
- Royal Caribbean and Universal Studios partnership
- Masculine activities and personalities can drive sales
- Carnival Cruise Line and Food Network star Guy Fieri launching restaurants on ships
- Royal Caribbean Poker Tournament
Brand Perceptions and the Advertising Landscape
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- Overview of the brand landscape
- Brand perceptions key to understanding how cruise brands are positioned
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- Figure 30: Overall brand perceptions of major cruise lines–part 1, September 2011
- Figure 31: Overall brand perceptions of major cruise lines–part 2, September 2011
- Brand perception map
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- Figure 32: Cruise line brand attributes correspondence map, September 2011
- Social media metrics
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- Figure 33: Social media presence of major cruise lines, Jan. 3, 2012
- Brand analysis: Carnival Cruise Line
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- Figure 34: Brand analysis of Carnival Cruise Line, 2011
- Carnival Cruise Line TV ads
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- Figure 35: Carnival Cruise Line, Milestones TV ad, 2011
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- Figure 36: Carnival Cruise Line, 150 reasons to cruise TV ad, 2011
- Brand analysis: Royal Caribbean International
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- Figure 37: Brand analysis of Royal Caribbean, 2011
- Royal Caribbean International TV ads
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- Figure 38: Royal Caribbean, have fun now TV ad, 2011
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- Figure 39: Royal Caribbean, Why not choose incredible, TV ad, 2011
- Brand analysis: Disney Cruise Line
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- Figure 40: Brand analysis of Disney Cruise Line, 2011
- Disney Cruise Line TV ad
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- Figure 41: Disney Cruise Line, Behind the scenes TV ad, 2011
- Brand analysis: Norwegian Cruise Line
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- Figure 42: Brand analysis of Norwegian Cruise Line, 2011
- Norwegian Cruise Line TV ad
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- Figure 43: Norwegian Cruise Line, The freedom of freestyle cruising, Line TV ad, 2011
- Discounts through third-party vendors
- Luxury Lines
- Celebrity Cruise Lines
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- Figure 44: Celebrity Cruises, Modern Luxury print ad, 2011
- Crystal Cruises
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- Figure 45: Crystal Cruises, World’s Best Cruise Line print ad, 2011
- Seabourn
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- Figure 46: Seabourn, Believes print ad, 2011
- Silversea
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- Figure 47: Silversea, All-Inclusive Luxury print ad, 2011
- Holland America Line
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- Figure 48: Holland America Line, A Signature of Excellence print ad, 2011
Cruise Ship Vacation Incidence
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- Key points
- Cruising incidence remains steady despite fluctuations in annual revenues
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- Figure 49: Past three-year cruise ship vacation incidence, May 2003-June 2011
- Adults aged 55+ are more likely to have taken a cruise vacation
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- Figure 50: Cruise ship vacation incidence, by age, September 2011
- Those from households earning $75K+ most likely to have gone on a cruise
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- Figure 51: Cruise ship vacation incidence, by household income, September 2011
- Upper incomes and ages 25-54 are key segments
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- Figure 52: Planning a cruise ship vacation in the next 12 months, by age, April 2010-June 2011
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- Figure 53: Planning a cruise ship vacation in the next 12 months, by household income, April 2010-June 2011
Cruise Line Recognition
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- Key points
- Carnival most well-known overall, 18-24s more familiar with Disney
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- Figure 54: Cruise line recognition, by age, September 2011
- Affluents more likely to be familiar with smaller, premium lines
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- Figure 55: Cruise line recognition, by household income, September 2011
Cruise Lines Ever Used
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- Key points
- Majority of cruisers have used only a single line
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- Figure 56: Number of cruise lines ever used, September 2011
- Adults aged 55+ more likely to have used most cruise lines
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- Figure 57: Cruise lines ever used, by age, September 2011
- Royal Caribbean resonates with many upscale cruisers
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- Figure 58: Cruise lines ever used, by household income, September 2011
- Cruisers without children more likely to use Norwegian Cruise Line
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- Figure 59: Cruise lines ever used, by presence of children in household, September 2011
Preferred Destinations and Vacation Activities
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- Key points
- The Bahamas is the most frequently visited cruise destination
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- Figure 60: Cruise ship destination, by age, April 2010-June 2011
- “Other Caribbean” destinations popular among $100K+ cruisers
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- Figure 61: Cruise ship destination, by household income, April 2010-June 2011
- Sightseeing is the most popular vacation activity
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- Figure 62: Vacation activities, by gender, April 2010-June 2011
- Many consumers are interested in fine dining
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- Figure 63: Vacation activities, by age, April 2010-June 2011
- Spa visits popular among those from $150K+ households
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- Figure 64: Vacation activities, by household income, April 2010-June 2011
Most Recent Cruise Details
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- Key points
- Companionship
- Most cruise with a spouse/significant other
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- Figure 65: Most recent cruise companionship, by gender, September 2011
- Many young adults cruise with parents
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- Figure 66: Most recent cruise companionship, by age, September 2011
- Those from households with incomes of $75K+ more likely to cruise with a spouse/partner
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- Figure 67: Most recent cruise companionship, by household income, September 2011
- Duration
- Young adults more likely to take shorter cruises
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- Figure 68: Most recent cruise duration, by age and by household income, September 2011
- How long since most recent cruise
- Men are more likely to have cruised recently
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- Figure 69: How long ago most recent cruise, by gender, September 2011
- Those from households earning less than $50K cruise the least
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- Figure 70: How long ago most recent cruise, by household income, September 2011
- Booking method
- Travel agents are most frequently used method to book cruises
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- Figure 71: How most recent cruise was booked, by gender, September 2011
- Young adults most likely to book through a cruise website
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- Figure 72: How most recent cruise was booked, by age, September 2011
Motivations for Taking a Cruise
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- Key points
- All-inclusiveness is the most enticing aspect of cruises
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- Figure 73: Motivations for having taken a cruise, by gender, September 2011
- 18-54s often attracted to cruises by desire to try something new
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- Figure 74: Motivations for ever having taken a cruise, by age, September 2011
- Middle-income cruisers like the all-inclusive aspect and getting a good deal
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- Figure 75: Motivations for having taken a cruise, by household income, September 2011
Reasons for Never Having Taken a Cruise
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- Key points
- Price is the main obstacle for most who have never cruised
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- Figure 76: Reasons for never having taken a cruise, by gender, September 2011
- 18-34s more likely to have simply not thought of going on a cruise
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- Figure 77: Reasons for never having taken a cruise, by age, September 2011
- Affluent consumers most likely to prefer other types of vacation
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- Figure 78: Reasons for never having taken a cruise, by household income, September 2011
Impact of Race and Hispanic Origin
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- Key points
- Whites and Asians most likely to have gone on a cruise
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- Figure 79: Cruise ship vacation incidence, by race/Hispanic origin, September 2011
- Blacks and Asians most likely to say they plan to cruise in the coming year
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- Figure 80: Planning a cruise ship vacation in the next 12 months, by race/Hispanic origin, April 2010-June 2011
- Princess and Celebrity more well-known among whites and Asians
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- Figure 81: Cruise lines familiar with, by Hispanic origin/race, September 2011
- Hispanic cruisers more likely to have used Carnival Cruise Line
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- Figure 82: Cruise lines ever used, by race/Hispanic origin, September 2011
- Appeal to Asians with sightseeing and shopping offers
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- Figure 83: Vacation activities, by race/Hispanic origin, April 2010-June 2011
- Hispanics more likely to cruise with family
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- Figure 84: Most recent cruise companionship, by race/Hispanic origin, September 2011
- Blacks go the longest between cruise vacations
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- Figure 85: How long ago most recent cruise, by race/Hispanic origin, September 2011
- Hispanics more likely to book through a cruise website
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- Figure 86: How most recent cruise was booked, by race/Hispanic origin, September 2011
- Blacks like diverse entertainment and food choices on cruises
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- Figure 87: Motivations for ever having taken a cruise, by race/Hispanic origin, September 2011
- Non-cruising blacks less likely to be aware of cruising as a vacation option
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- Figure 88: Reasons for never having taken a cruise, by race/Hispanic origin, September 2011
Custom Consumer Groups
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- Key points
- Married couples more likely than singles to have gone on a cruise
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- Figure 89: Cruise ship vacation incidence, by gender and marital status, September 2011
- Single travelers more likely to take a voyage with parents
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- Figure 90: Most recent cruise companionship, by gender and marital status, September 2011
- Married travelers somewhat more likely to book with an agent
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- Figure 91: How most recent cruise was booked, by gender and marital status, September 2011
- Married couples often motivated to sail by the all-inclusive aspect of cruise packages
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- Figure 92: Motivations for ever having taken a cruise, by gender and marital status, September 2011
- Many singles avoid cruises because they do not have a travel partner
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- Figure 93: Reasons for never having taken a cruise, by gender and marital status, September 2011
Appendix A: Brand Perceptions, by Age
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- Overview
- Carnival Cruise Line
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- Figure 94: Brand perceptions of Carnival Cruise line, by age, September 2011
- Disney Cruise Line
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- Figure 95: Brand perceptions of Disney Cruise Line, by age, September 2011
- Royal Caribbean International
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- Figure 96: Brand perceptions of Royal Caribbean International, by age, September 2011
- Norwegian Cruise Line
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- Figure 97: Brand perceptions of Norwegian Cruise Line, by age, September 2011
- Holland America Line
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- Figure 98: Brand perceptions of Holland America line, by age, September 2011
- Princess Cruises
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- Figure 99: Brand perceptions of Princess Cruises, by age, September 2011
- Regent Seven Seas Cruises
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- Figure 100: Brand perceptions of Regent Seven Seas Cruises, by age, September 2011
- Celebrity Cruise Lines
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- Figure 101: Brand perceptions of Celebrity Cruise Lines, by age, September 2011
- Oceania Cruises
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- Figure 102: Brand perceptions of Oceania Cruises, by age, September 2011
Appendix B: Other Useful Consumer Tables
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- Figure 103: Cruise lines familiar with, by gender, September 2011
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- Figure 104: Cruise lines familiar with, by region, September 2011
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- Figure 105: Cruise lines familiar with, by cruise ship vacation incidence, September 2011
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- Figure 106: Cruise lines ever used, by generation, September 2011
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- Figure 107: Most recent cruise duration, by generation, September 2011
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- Figure 108: Most recent cruise duration, by race/Hispanic origin, September 2011
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- Figure 109: How long ago most recent cruise, by race/Hispanic origin, September 2011
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- Figure 110: How long ago most recent cruise, by generation, September 2011
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- Figure 111: Most recent cruise was booked, by generation, September 2011
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- Figure 112: Motivations for ever having taken a cruise, by generation, September 2011
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- Figure 113: Reasons for never having taken a cruise, by gender and marital status, September 2011
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- Figure 114: Reasons for never having taken a cruise, by generation, September 2011
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- Figure 115: Most recent cruise details, by use, Carnival Cruise Line only, Royal Caribbean International only, September 2011
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Appendix C: Trade Associations
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