Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
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, 2008-18
- Market drivers
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- Figure 2: US population growth, by age, 2013 vs. 2018
- Figure 3: North American cruise capacity (number of berths), 2001-15*
- Leading companies
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- Figure 4: Share of North American cruise passenger nights by cruise line, 2011
- The consumer
- Cruising incidence and plans for a future cruise holding steady
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- Figure 5: Cruised in the last three years, 2004- 13, plans to cruise in the next 12 months, 2006-13
- Past experience is a key reason for having taken/planning a cruise
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- Figure 6: Top reasons for having taken/planning on taking a cruise, August 2013
- Direct with cruise line tied with travel agent for top booking method
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- Figure 7: Cruise booking method, August 2013
- Positive opinions toward cruising are more common than negative
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- Figure 8: Top opinions about cruising, August 2013
- Online offers for airfare credit, upgrades, and reduced prices generate interest
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- Figure 9: Top online cruise advertisements very likely to click on, August 2013
- What we think
Issues and Insights
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- Will demand keep up with increasing supply?
- Issues
- Insights
- How have recent safety issues impacted the industry?
- Issues
- Insights
- Do cruise lines need to provide a guarantee?
- Issues
- Insights
- Is a la carte pricing the answer to keeping fares low while boosting profits?
- Issues
- Insights
Trend Application
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- Inspire Trend: Guiding Choice
- Inspire Trend: Snack Society
- Mintel Futures: East Meets West
Market Size and Forecast
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- Key points
- North American cruise industry revenues to reach record high in 2013
- Increased capacity drives growth
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- Figure 10: Total revenues and forecast for the North American cruise industry, at current prices, 2008-18
- Figure 11: Total US retail sales and forecast of market, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 12: North American Cruise Industry sales and fan chart forecast of market, with best and worst cases, at current prices, 2008-18
Market Drivers
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- Key points
- Population drivers
- Population growth steady through 2017, creates larger consumer base
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- Figure 13: Total US population trends and projections, 2008-18
- Senior population expected to increase most through 2018
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- Figure 14: Total US population by age, 2008-18
- Economic and industry drivers
- Cruise industry revenues tied to economy, consumer confidence
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- Figure 15: North American cruise industry revenues, consumer sentiment, and traveler sentiment, 2007-13
- Average per person spending (excluding airfare) appears relatively stable…
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- Figure 16: Amount spent per person on last cruise and annual change, January 2006-March 2013
- …but per passenger revenues on the rise
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- Figure 17: Global revenues of North American cruise lines, per passenger and per passenger-cruise day, in current dollars, 2008-13
- Capacity has doubled since 2001
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- Figure 18: North American cruise capacity (number of berths) changes and utilization, 2001-15*
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- Figure 19: New cruise ships, by line and capacity, 2014-15
Demographic Characteristics of Cruisers
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- Key points
- Older, affluent adults are key cruising segment
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- Figure 20: Cruised in the last three years, by gender, age, and household income, January 2012-March 2013
- Women aged 55+ slightly more likely to have cruised
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- Figure 21: Cruised in the last three years, by gender and age, January 2012-March 2013
- Married adults without children in the household are most likely cruisers
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- Figure 22: Cruised in the last three years, by marital status, presence of children, January 2012-March 2013
Competitive Context
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- Resorts and theme parks
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- Figure 23: Carnival Cruise Lines Loyalty Program Newsletter, direct mail, July 2013
- River cruising may cut into ocean cruises
Leading Companies
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- Overview
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- Figure 24: Share of North American cruise passenger nights, by cruise line, 2011
- Company profiles
- Contemporary
- Premium
- Luxury
- Specialty and River cruises
Innovations and Innovators
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- Engineering innovations
- Entertainment
- Virtual realities of cruising
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- Figure 25: Disney Cruise Line virtual portal
- Figure 26: Royal Caribbean International virtual balcony
- Themed cruises continue to thrive
- A new twist on theme cruises: cruising for a cause
- Green, sustainability, and giving back
- Pricing strategies and discounts
Marketing Strategies
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- Overview
- Direct marketing trends
- Loyalty mailings
- Acquisition
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- Figure 27: Share of customer acquisition and loyalty direct mail, January 2012-July 2013
- Contemporary
- Carnival Cruise Lines
- Boosts marketing budget
- Changes direction with “Moments that Matter” campaign
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- Figure 28: Carnival Cruise Lines, “24 Hours Onboard” TV ad, September 2013
- Contacting lapsed cruisers with discounted cruise deals
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- Figure 29: Carnival Cruise Lines, loyalty direct mailing, July 2013
- Other initiatives
- Royal Caribbean International
- Distances itself from negative publicity, builds anticipation for arrival of newest ship
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- Figure 30: Royal Caribbean International, “Experience Quantum of the Seas” complete video ad, April 2013
- Figure 31: Royal Caribbean International, “Introducing Quantum of the Seas” TV ad, April 2013
- Encourages cruising by promising higher status
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- Figure 32: Royal Caribbean International, loyalty direct mailing, July 2013
- Other initiatives
- Norwegian Cruise Line
- Highlights newest ships added to its fleet
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- Figure 33: Norwegian Cruise Line, “Breakaway” TV ad, January 2013
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- Figure 34: Norwegian Cruise Line’s “Experience amazing” print ad, August 2013
- Touting luxury to compete with premium and luxury lines
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- Figure 35: Norwegian Cruise Line, “Norwegians wrap themselves in luxury” print ad, August 2013
- Other initiatives
- Premium
- Celebrity Cruises
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- Figure 36: Celebrity Cruises, “Modern LuXury Experience it” print ad, July 2013
- Initiatives
- Holland America Line
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- Figure 37: Holland America Line, “Gracious meet breathtaking” print ad, July 2013
- Initiatives
- Oceania
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- Figure 38: Oceania Cruises, “Your world your way” print ad, August 2013
- Luxury
- Crystal Cruises
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- Figure 39: Crystal cruises, “Beautiful stories” print ad, August 2013
- Initiatives
- Cunard
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- Figure 40: Cunard, “The one. The only. Queen Mary 2” print ad, August 2013
- Figure 41: Cunard, “World voyage overview” YouTube video, September 2012
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- Figure 42: Cunard, “World voyage adventures” YouTube video, November 2012
- Regent Seven Seas
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- Figure 43: Regent Seven Seas Cruises, “enjoy…it’s all included” print ad, July 2013
- Figure 44: Regent Seven Seas Cruises, “explore…it’s all included” print ad, August 2013
- Seabourn
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- Figure 45: Seabourn, “World’s Best small-ship cruise line” print ad, August 2013
- Figure 46: Seabourn, “savings of up to 50% or more on destinations worldwide” print ad, August 2013
- Specialty and River cruises
- AmaWaterways
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- Figure 47: AmaWaterways, “How will you make the most of every moment?” print ad, August 2013
- Viking River Cruises
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- Figure 48: Viking River Cruises, “Exploring the World in Comfort” print ad, August 2013
- Initiatives
Social Media – Cruises
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- Key points
- Key social media metrics
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- Figure 49: Key brand metrics, cruise brands, September 2013
- Market overview
- Brand usage and awareness
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- Figure 50: Usage and awareness of selected cruise brands, August 2013
- Interaction with brands
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- Figure 51: Interaction with selected cruise brands, August 2013
- Online conversations
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- Figure 52: Online mentions, selected cruise brands, by week, Sept. 30, 2012-Sept. 29, 2013
- Where are people talking about cruise brands?
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- Figure 53: Mentions, by page type, selected cruise brands, Sept. 30, 2012-Sept. 29, 2013
- What are people talking about?
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- Figure 54: Mentions by type of conversation, among selected cruise brands, Sept. 30, 2012-Sept. 29, 2013
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- Figure 55: Major areas of discussion surrounding cruise brands, by type of conversation, Sept. 30, 2012-Sept. 29, 2013
- Brand analysis
- Carnival Cruise Lines
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- Figure 56: Carnival Cruise Lines key social media indicators, August 2013
- Key online campaigns
- What we think
- Disney Cruise Line
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- Figure 57: Disney Cruise Line key social media indicators, September 2013
- Key online campaigns
- What we think
- Royal Caribbean
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- Figure 58: Royal Caribbean key social media indicators, September 2013
- Key online campaigns
- What we think
- Princess Cruises
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- Figure 59: Princess Cruises key social media indicators, September 2013
- Key online campaigns
- What we think
- Celebrity Cruises
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- Figure 60: Celebrity Cruises key social media indicators, September 2013
- Key online campaigns
- What we think
- Norwegian Cruise Line
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- Figure 61: Norwegian Cruise Line key social media indicators, September 2013
- Key online campaigns
- What we think
Cruise Ship Vacation Incidence
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- Key points
- Overall cruise incidence holding steady over the past decade
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- Figure 62: Cruised in the last three years, January 2004-March 2013
- Cruisers average about one and a half cruises every three years
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- Figure 63: Number of cruises in the last three years, by gender, age, and household income, January 2012-March 2013
Destinations Visited and Cruise Lines Used
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- Key points
- Areas visited
- Caribbean destinations dominate; Mexico declines
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- Figure 64: Areas visited by cruise ship, February 2007-March 2013
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- Figure 65: Global cruise itineraries and deployment, share by region/continent, 2013
- Younger cruisers more apt to seek deals in Mexico
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- Figure 66: Areas visited by cruise ship, by age, January 2012-March 2013
- Nearly half of most affluent cruisers set sail for the Caribbean
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- Figure 67: Areas visited by cruise ship, by household income, January 2012-March 2013
- Cruise lines used and interested in using
- Carnival dominates; use climbed to half of cruisers before declining
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- Figure 68: Cruise lines used, February 2007-March 2013
- Carnival use drops off at age 65; Royal Caribbean, Princess nearly equal
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- Figure 69: Cruise lines used, by age, January 2012-March 2013
- Regardless of household income, top cruise lines trend similarly
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- Figure 70: Cruise lines used, by household income, January 2012-March 2013
- Stronger interest in returning to cruise lines previously used
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- Figure 71: Cruise lines interested in using, by lines ever used, August 2013
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- Figure 72: Cruise lines interested in using, by cruise history, August 2013
Most Recent Cruise Spending
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- Key points
- Average amount spent on last cruise relatively steady for seven years
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- Figure 73: Amount spent per person on last cruise, January 2006-March 2013
- Spending increases with age and affluence—to a point
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- Figure 74: Amount spent per person on last cruise, by gender, age, and household income, January 2012-March 2013
Plans for a Future Cruise
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- Key points
- Plans for future cruising holding steady despite recent safety issues
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- Figure 75: Plans to cruise in the next 12 months, January 2006-March 2013
- Intent to cruise in the next 12 months increases with affluence
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- Figure 76: Plans to cruise in the next 12 months, by gender, age, and household income, January 2012-March 2013
- About half of online 25-34s are planning a cruise in the next year
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- Figure 77: Cruise intentions, by age, August 2013
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- Figure 78: Cruise intentions, by household income, August 2013
- Half of past three year cruisers plan on cruising in the upcoming year
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- Figure 79: Plans to cruise in the next 12 months, by cruise ship vacation in the last three years, January 2012-March 2013
Reasons for Having Taken/Planning a Cruise
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- Key points
- Prior experience is top driver for taking a cruise, all-inclusive follows
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- Figure 80: Reasons for having taken/planning on taking a cruise, August 2013
- Reasons for having taken a cruise
- More women motivated by reasons for cruising
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- Figure 81: Reasons for having taken a cruise, by gender, August 2013
- Type of cruise line used impacts reasons for cruising
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- Figure 82: Reasons for having taken a cruise, by lines ever used, August 2013
- Reputation for reliability and value are key reasons for having cruised
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- Figure 83: Reasons for having taken a cruise, by agreement that cruises are reliable, are a good value for the money, August 2013
- Reasons for planning a cruise
- Women aged 35+ are particularly attracted to cruising’s key offerings
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- Figure 84: Reasons for planning on taking a cruise in the next 12 months, by gender and age, August 2013
- Even the more affluent past cruisers are attracted to value and freebies
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- Figure 85: Reasons for planning on taking a cruise in the next 12 months, by household income, August 2013
Cruise Booking Method and Details
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- Key points
- Direct with cruise line tied with travel agent for top booking method
- Cruise lines behind the shift?
- Where will travel agents end up?
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- Figure 86: Cruise booking method, August 2013
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- Figure 87: Cruise booking method, by lines ever used, August 2013
- Path to booking direct with a cruise line
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- Figure 88: Path to direct booking with a cruise line, August 2013
- Path to booking through a travel agent
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- Figure 89: Path to booking through a travel agent, August 2013
Opinions about Cruises
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- Key points
- Positive opinions far outweigh the negative – variety and value are key
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- Figure 90: Opinions about cruising, August 2013
- Familiarity boosts confidence in cruising
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- Figure 91: Opinions about cruising, by recent, lapsed, and non-cruisers, August 2013
- Women more likely than men to see the benefits of cruising
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- Figure 92: Opinions about cruising, by gender, August 2013
Interest in Online Cruise Promotions
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- Key points
- Airfare credits, upgrades, reduced prices generate the most interest
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- Figure 93: Types of online cruise advertisements very likely to click on, August 2013
- Example online banner ads for cruises
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- Figure 94: Online cruise advertisements from Cruise.com, August 2013
- Vacationers who are planning a cruise are more attuned to online offers
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- Figure 95: Online cruise advertisements very likely to click on, by past cruisers and those planning a cruise, August 2013
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- Figure 96: Top websites visited by past three year cruisers, November 2012-June 2013
- Cruisers from $100K-149.9K households are a tough sell
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- Figure 97: Online cruise advertisements very likely to click on, by household income, August 2013
Amenities Worth Paying Extra
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- Key points
- Internet, spa, dining top list of what cruisers have paid extra for
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- Figure 98: Amenities worth paying extra for, August 2013
- Men more likely than women to have paid for the perks
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- Figure 99: Amenities for which paid extra, by gender, August 2013
Impact of Race and Hispanic Origin
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- Key points
- Demographic characteristics: affluent Blacks are most likely cruisers
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- Figure 100: Cruised in the last three years, by race/Hispanic origin and by household income, January 2012-March 2013
- Cruise ship vacation incidence: Hispanics cruise the most frequently
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- Figure 101: Number of cruises in the last three years, by race/Hispanic origin, January 2012-March 2013
- Destinations: Blacks prefer the Bahamas, Hispanics head to Mexico
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- Figure 102: Areas visited by cruise ship, by race/Hispanic origin, January 2012-March 2013
- Cruise lines used: Blacks and Hispanics most likely to use Carnival
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- Figure 103: Cruise lines used, by race/Hispanic origin, January 2012-March 2013
- Most recent cruise spending: Whites spend the most; Blacks the least
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- Figure 104: Amount spent per person on last cruise, by race/Hispanic origin, January 2012-March 2013
- Plans for a future cruise: Asians most likely to be planning a cruise
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- Figure 105: Plans to cruise in the next 12 months, by race/Hispanic origin, January 2012-March 2013
- Plans for a future cruise: Hispanics most likely to have booked
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- Figure 106: Cruise history and intentions to cruise, by race/Hispanic origin, August 2013
- Reasons for having taken a cruise: prior experience drives return use
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- Figure 107: Reasons for having taken a cruise, by White/non-White and Hispanic origin, August 2013
- Reasons for planning a cruise: Whites and non-Hispanics value inclusivity
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- Figure 108: Reasons for planning on taking a cruise in the next 12 months, by race/Hispanic origin, August 2013
- Cruise booking method: race/Hispanic origin doesn’t appear to impact
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- Figure 109: Cruise booking method, by White/non-White and Hispanic origin, August 2013
- Opinions about cruises: Blacks have the most positive impressions
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- Figure 110: Opinions about cruising, by race/Hispanic origin, August 2013
- Interest in online cruise promotions: Blacks lead in “very likely” to click
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- Figure 111: Online cruise advertisements very likely to click on, by race/Hispanic origin, August 2013
- Amenities worth paying extra: Hispanics most likely to have paid extra
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- Figure 112: Amenities for which paid extra, by White/non-White and Hispanic origin, August 2013
Custom Cruise Consumer Segments
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- Overview
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- Figure 113: Cruise consumer segments, based on cruise history and intentions to cruise, August 2013
- Past/not planning
- Past/planning
- Reasons for having taken/planning a cruise
- Opinions about cruises
- Interest in online cruise promotions
- Amenities worth paying extra
- Not past/planning
- Segment characteristics tables
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- Figure 114: Reasons for having taken a cruise, by cruise segments, August 2013
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- Figure 115: Reasons for planning on taking a cruise in the next 12 months, by cruise segments, August 2013
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- Figure 116: Opinions about cruising, by cruise segments, August 2013
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- Figure 117: Online cruise advertisements very likely to click on, by cruise segments, August 2013
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- Figure 118: Amenities for which paid extra, by cruise segments, August 2013
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- Figure 119: Amenities willing to pay extra for, by cruise segments, August 2013
- Segment demographic profile tables
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- Figure 120: Cruise segments by gender, age, and gender by age, August 2013
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- Figure 121: Cruise segments, by household income, August 2013
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- Figure 122: Cruise segments, race/Hispanic origin, August 2013
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- Figure 123: Cruise segments, by marital status and presence of children in household, August 2013
Appendix – Leading Companies General Information
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- AmaWaterways
- Cruise areas and seasons
- Fleet
- Carnival Cruise Lines
- Cruise areas and seasons
- Fleet
- Celebrity Cruises
- Cruise areas and seasons
- Fleet
- Costa Cruises North America
- Cruise areas and seasons
- Fleet
- Crystal Cruises
- Cruise areas and seasons
- Fleet
- Cunard Line
- Cruise areas and seasons
- Fleet
- Disney Cruise Line
- Fleet
- Holland America Line
- Cruise areas and seasons
- Fleet
- MSC Cruises
- Cruise areas and seasons
- Fleet
- Norwegian Cruise Line
- Cruise areas and seasons
- Fleet
- Oceania Cruises
- Cruise areas and seasons
- Fleet
- Princess Cruises
- Cruise areas and seasons
- Fleet
- Regent Seven Seas Cruises
- Cruise areas and seasons
- Fleet
- Royal Caribbean International
- Cruise areas and seasons
- Fleet
- Seabourn
- Cruise areas and seasons
- Fleet
- SeaDream Yacht Club
- Cruise areas and seasons
- Fleet
- Silversea Cruises
- Cruise areas and seasons
- Fleet
- Windstar Cruises
- Cruise areas and seasons
- Fleet
Appendi – Incidence, Destinations, and Cruise Lines
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- Cruise ship vacation incidence and future plans
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- Figure 124: Cruised in the last three years, January 2007-March 2013
- Figure 125: Plans to cruise in the next 12 months, February 2007-March 2013
- Areas visited by cruise ship
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- Figure 126: Areas visited by cruise ship, by gender, January 2012-March 2013
- Figure 127: Areas visited by cruise ship, by gender and age, January 2012-March 2013
- Cruise lines used
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- Figure 128: Cruise lines used, by gender, January 2012-March 2013
- Figure 129: Cruise lines used, by gender and age, January 2012-March 2013
- Cruise lines interested in using
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- Figure 130: Cruise lines interested in using, by cruise history and intentions to cruise, August 2013
Appendix – Plans for a Future Cruise
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- Figure 131: Intentions to cruise, by gender, August 2013
- Figure 132: Intentions to cruise, by gender and age, August 2013
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- Figure 133: Intentions to cruise, by marital status, August 2013
- Figure 134: Intentions to cruise, by presence of children in household, August 2013
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Appendix – Reasons for Having Taken/Planning a Cruise
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- Having Taken
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- Figure 135: Reasons for having taken a cruise, by age, August 2013
- Figure 136: Reasons for having taken a cruise, by gender and age, August 2013
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- Figure 137: Reasons for having taken a cruise, by household income, August 2013
- Figure 138: Reasons for having taken a cruise, by marital status, August 2013
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- Figure 139: Reasons for having taken a cruise, by presence of children in the household, August 2013
- Figure 140: Reasons for having taken a cruise, by opinions about cruising, August 2013
- Planning
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- Figure 141: Reasons for planning on taking a cruise in the next 12 months, by gender, August 2013
- Figure 142: Reasons for planning on taking a cruise in the next 12 months, by age, August 2013
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- Figure 143: Reasons for planning on taking a cruise in the next 12 months, by presence of children in household, August 2013
Appendix – Cruise Booking Method and Details
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- Cruise booking method
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- Figure 144: Cruise booking method, by gender, August 2013
- Figure 145: Cruise booking method, by age, August 2013
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- Figure 146: Cruise booking method, by gender and age, August 2013
- Figure 147: Cruise booking method, by household income, August 2013
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- Figure 148: Cruise booking method, by marital status, August 2013
- Figure 149: Cruise booking method, by presence of children in household, August 2013
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- Figure 150: Cruise booking method, by cruise line ever used, August 2013
- Figure 151: Cruise booking method, by cruise history and intentions to cruise, August 2013
- Path to cruise booking
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- Figure 152: Path to booking through a travel agent, August 2013
- Figure 153: Path to direct booking with a cruise line, August 2013
Appendix – Opinions about Cruises
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- Figure 154: Opinions about cruising, by age, August 2013
- Figure 155: Opinions about cruising, by gender and age, August 2013
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- Figure 156: Opinions about cruising, by household income, August 2013
- Figure 157: Opinions about cruising, by marital status, August 2013
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- Figure 158: Opinions about cruising, by presence of children in household, August 2013
- Figure 159: Opinions about cruising, by recent, lapsed, and never cruisers, August 2013
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Appendix – Interest in Online Cruise Promotions
-
-
- Figure 160: Online cruise advertisements very likely to click on, by gender, August 2013
- Figure 161: Online cruise advertisements very likely to click on, by age, August 2013
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- Figure 162: Online cruise advertisements very likely to click on, by gender and age, August 2013
- Figure 163: Online cruise advertisements very likely to click on, by marital status, August 2013
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- Figure 164: Online cruise advertisements very likely to click on, by presence of children in household, August 2013
- Figure 165: Online cruise advertisements very likely to click on, by cruise line ever used, August 2013
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Appendix – Amenities Worth Paying Extra For
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- Have paid extra
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- Figure 166: Amenities for which paid extra, by age, August 2013
- Figure 167: Amenities for which paid extra, by gender and age, August 2013
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- Figure 168: Amenities for which paid extra, by household income, August 2013
- Figure 169: Amenities for which paid extra, by marital status, August 2013
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- Figure 170: Amenities for which paid extra, by presence of children in household, August 2013
- Figure 171: Amenities for which paid extra, by cruise line ever used, August 2013
- Willing to pay extra for
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- Figure 172: Amenities willing to pay extra for, by gender, August 2013
- Figure 173: Amenities willing to pay extra for, by age, August 2013
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- Figure 174: Amenities willing to pay extra for, by gender and age, August 2013
- Figure 175: Amenities willing to pay extra for, by household income, August 2013
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- Figure 176: Amenities willing to pay extra for, by race/Hispanic origin, August 2013
- Figure 177: Amenities willing to pay extra for, by marital status, August 2013
-
- Figure 178: Amenities willing to pay extra for, by presence of children in household July 2013
- Figure 179: Amenities willing to pay extra for, by cruise line ever used, August 2013
Appendix – Social Media
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- Brand usage or awareness
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- Figure 180: Select cruise line brand usage or awareness, August 2013
- Figure 181: Carnival Cruise Lines – usage or awareness, by demographics, August 2013
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- Figure 182: Celebrity Cruises—usage or awareness, by demographics, August 2013
- Figure 183: Disney Cruise Line—usage or awareness, by demographics, August 2013
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- Figure 184: Norwegian Cruise Line – usage or awareness, by demographics, August 2013
- Figure 185: Princess Cruises – usage or awareness, by demographics, August 2013
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- Figure 186: Royal Caribbean – usage or awareness, by demographics, August 2013
- Activities done
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- Figure 187: Activities done, August 2013
- Figure 188: Carnival Cruise Lines—activities done, by demographics, August 2013
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- Figure 189: Norwegian Cruise Line – activities done, by demographics, August 2013
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- Figure 190: Royal Caribbean—activities done, by demographics, August 2013
- Online conversations
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- Figure 191: Online mentions, selected cruise brands, by week, Sept. 30, 2012-Sept. 29, 2013
- Figure 192: share of mentions, by page type, selected cruise brands, Sept. 30, 2012-Sept. 29, 2013
- Figure 193: Mentions, by type of conversation, selected cruise brands, Sept. 30, 2012-Sept. 29, 2013
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- Figure 194: Share of major areas of discussion surrounding cruise brands, by type of conversation, Sept. 30, 2012-Sept. 29, 2013
Appendix – Trade Associations
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