Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- US market largest and growing, but losing share
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- Figure 1: Number of cruise passengers originating in the US, 2012-17
- Cruises losing the competition with land-based vacations
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- Figure 2: Cruise value, by Captured and Potential Cruisers, July 2017
- Demonstrating value to Potential Cruisers
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- Figure 3: Vacation inspiration, by Captured and Potential Cruisers, July 2017
- The opportunities
- Strong desire signals potential
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- Figure 4: Cruise vacations taken and interest in cruising, July 2017
- Despite three dominant brands, still room for entry
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- Figure 5: Global share of ocean cruise passengers, by cruise line, 2016
- New cruisers, new destinations
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- Figure 6: Cruise destinations traveled, 2008 and 2017
- River cruises growing
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- Figure 7: New ships on order, 2017-26
- Positive perceptions show sustainability
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- Figure 8: Perceptions of cruises, July 2017
- Destinations, excursions drive decisions
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- Figure 9: Cruise motivators, July 2017
- What it means
The Market – What You Need to Know
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- Steady growth in US-sourced passengers
- Destinations drive growth
- Travelers demand authenticity
- High potential for new-to-cruising crowd
The US Cruise Market
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- Cruise capacity continues to increase, growth follows
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- Figure 10: Number of cruise passengers originating in the US, 2012-17
Market Breakdown
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- Bahamas making strides
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- Figure 11: Cruise destinations traveled, 2008 and 2017
- Big three represent significant majority of global ocean passengers
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- Figure 12: Global share of ocean cruise passengers, by cruise line, 2016
Market Perspective
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- Unique experiences and beaches entice travelers
- Casino spending on the rise
- Adults enjoy relaxing outdoors
Market Factors
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- Young population boosts potential cruising
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- Figure 13: Population by age, 2012-22
- More frequent cruising on the rise
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- Figure 14: Number of cruises taken in the last three years, 2008 and 2017
- Port regions seeing significant growth
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- Figure 15: US household share, by region, 2007-16
- Per passenger spend remaining steady
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- Figure 16: Average amount spent per passenger, 2008-17
- More ships means more passengers
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- Figure 17: New ships on order, 2017-26
Key Players – What You Need to Know
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- Carnival dominates, Asia growing
- The new and familiar collide
- Can’t fully escape the past
- Make it bigger
Leading Cruise Lines
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- Contemporary brands
- Carnival Corporation & plc
- Royal Caribbean Cruises Ltd
- Norwegian Cruise Line Holdings
- Genting Hong Kong Ltd
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- Figure 18: Annual global revenues of leading contemporary cruise brands ($ millions), and percentage change 2015-16
- Disney Cruise Line
- Premium brands
- Princess Cruises
- Holland America Line
- Celebrity Cruises
- Luxury brands
- Regent Seven Seas Cruises
- Crystal Cruise Lines
- Carnival continues to expand
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- Figure 19: Cruise lines used in the last three years, 2008 vs 2017
What’s Working?
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- River cruises bursting
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- Figure 20: Viking River Cruises “Explore Enchanting Destinations” email, July 2017
- Incentivizing families to come aboard
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- Figure 21: Carnival Cruise Line “Bring the Whole Bunch” email, July 2017
- Love for the familiar builds community
- Early loyalty spurs frequent cruising
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- Figure 22: Royal Caribbean “Come Seek” TV commercial, October 2015
What’s Struggling?
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- Accidents leave stains on cruise reputations
- Environmental missteps lead to fines
- North America losing market share
- Voluntourism takes a hit
What’s Next?
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- Bigger and better
- Doors cracking open to Cuba
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- Figure 23: Norwegian Cruise Line “Top Five Reasons to Cruise to Cuba with Norwegian” mail ad, June 2017
- Seamless integration with wearable tech
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- Figure 24: The SeaSeeker Teaser, June 2017
- Turning the focus to the next generation of cruisers
- Embarking to Asia
- Luxury travel brands taking to the seas
The Consumer – What You Need to Know
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- Cruise interest high
- Lots of potential for cruisers
- Relaxing in the sun is key to vacations
- Cruisers see value in reputation
- Destinations, activities draw people in
- Paying more for excursions
- Destinations most important for Captured Cruisers
- Activities should highlight the new
- Making memories on the high seas
- Potentials motivated differently
Cruise Participation and Interest
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- Half of adults have ever been on a cruise
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- Figure 25: Cruise vacations taken and interest in cruising, July 2017
- Younger adults captured by cruising
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- Figure 26: Cruise vacations taken, by age, July 2017
- Likelihood of past cruising increases with income
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- Figure 27: Cruise vacations taken, by household income, July 2017
Segments of Cruisers
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- Figure 28: Cruise segments, July 2017
- Captured Cruisers (33%)
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- Figure 29: Cruise segments – Captured Cruisers, by demographics, July 2017
- Potential Cruisers (29%)
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- Figure 30: Cruise segments – Potentials, by demographics, July 2017
- Disinteresteds (20%)
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- Figure 31: Cruise segments – Disinteresteds, by demographics, July 2017
- Lapsed Cruisers (12%)
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- Figure 32: Cruise segments – Lapsed, by demographics, July 2017
- Deserters (6%)
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- Figure 33: Cruise segments – Deserters, by demographics, July 2017
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Activities Cruisers Enjoy
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- Cruisers engage in a greater variety of vacation activities
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- Figure 34: Activities past three year cruisers enjoy vs all, July 2017
- Tropical locations beget sunny activities
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- Figure 35: Activities past three year cruisers enjoy, by cruise destination, July 2017
- Cruise brands highlight activity variations
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- Figure 36: Activities past three year cruisers enjoy, by cruise line used, July 2017
Vacation Booking Considerations
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- Cost, word of mouth crucial to inspire cruisers
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- Figure 37: Vacation inspiration, by Captured and Potential Cruisers, July 2017
- User reviews may be the best way to reach Potentials
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- Figure 38: Vacation research, by Captured and Potential Cruisers, July 2017
- Younger Potentials take advice online, older use more traditional media
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- Figure 39: Vacation booking considerations – Potential Cruisers, by age, July 2017
Cruise Motivators
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- Destinations and activity options drive interest
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- Figure 40: Cruise motivators, July 2017
- Potentials crave new experiences
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- Figure 41: Cruise motivators, by Captured and Potential Cruisers, July 2017
- Parents see value, non-parents want to socialize
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- Figure 42: Cruise motivators – Potential Cruisers, by parental status, July 2017
Cruise Purchases
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- Excursions drive cruise purchase desires
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- Figure 43: Cruise purchases, July 2017
- Men and women want to be indulged in different ways
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- Figure 44: Cruise purchases, by gender, July 2017
- Parents pay to relax
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- Figure 45: Cruise purchases, by parental status, July 2017
Perceptions of Cruises
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- Favorable ideas of relaxing cruises
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- Figure 46: Perceptions of cruises, July 2017
- Experienced cruisers more enthusiastic
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- Figure 47: Perceptions of cruises, by Captured and Potential Cruisers, July 2017
- Younger Potential Cruisers generally more positive
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- Figure 48: Perceptions of cruises – Potential Cruisers, by age, July 2017
- Older adults are more likely to think cruises are “for them”
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- Figure 49: Perception cruises are appealing to people my age – All vs Potential Cruisers, by age, July 2017
Attitudes toward Cruise Destinations
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- Destinations crucial to the cruise experience
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- Figure 50: Attitudes toward cruise destinations, July 2017
- Potential Cruisers more interested in the ship
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- Figure 51: Attitudes toward cruise destinations, by Captured and Potential Cruisers, July 2017
- Parents want to dive deep
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- Figure 52: Attitudes toward cruise destinations, by parental status, July 2017
Attitudes toward Cruise Activities
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- Potential Cruisers enjoy new, simple experiences
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- Figure 53: Attitudes toward cruise activities, by Captured and Potential Cruisers, July 2017
- Older adults more social, younger more adventurous
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- Figure 54: Attitudes toward cruise activities – Potential Cruisers, by age, July 2017
- Parents more accepting of the familiar
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- Figure 55: Attitudes toward cruise activities – Potential Cruisers, by parental status, July 2017
Attitudes toward Cruise Motivations
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- Celebration through relaxation
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- Figure 56: Attitudes toward cruise motivations, by Captured and Potential Cruisers, July 2017
- Younger Potential Cruisers want a getaway
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- Figure 57: Attitudes toward cruise motivations – Potential Cruisers, by age, July 2017
Segments of Potential Cruisers
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- Factors
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- Figure 58: Potential Cruiser segments, July 2017
- Cozy Communals (27%)
- Demographics
- Characteristics
- Opportunities
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- Figure 59: Potential Cruiser segment – Cozy Communals, by demographics, July 2017
- Sedate Sailors (27%)
- Demographics
- Characteristics
- Opportunities
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- Figure 60: Potential Cruiser segment – Sedate Sailors, by demographics, July 2017
- Tranquil Travelers (24%)
- Demographics
- Characteristics
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- Figure 61: Potential Cruiser segment – Tranquil Travelers, by demographics, July 2017
- Opportunities
- Aging Adventurers (22%)
- Demographics
- Characteristics
- Opportunities
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- Figure 62: Potential Cruiser segment – Aging Adventurers, by demographics, July 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 63: Global deployed capacity share, 2016
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Appendix – The Consumer
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- Figure 64: Activities past three year cruisers enjoy, by destination of cruise, July 2017
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- Figure 65: Demographics of next generation cruiser
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- Figure 66: Attitudes toward family, October 2016-November 2016
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- Figure 67: Attitudes Potential Cruisers like to do on vacation, October 2016-November 2016
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