|
Cruise Lines International Association said member lines
specializing in luxury and river cruises plan to expand offerings to meet rising
demand and attract more customers by focusing on what they want most: new
experiences and exotic destinations around the world.
The growth is partially aided by changing passenger demographics. While the
primary market for luxury and river cruises is the experienced traveler, lines
report increased numbers of younger customers. Among the reasons,
according to CLIA are the rising popularity of multigenerational and
family cruises and marketing aimed at more active, 'participative' travelers
by both luxury and river cruise lines.
The on-going introduction of new ships will continue to heighten interest and
excitement in luxury and river cruising, CLIA added. Between 2010 and 2011,
11 new vessels will enter these fleets for CLIA member lines, with more
expected in the years to come.
CLIA lines report destination reigns almost supreme as the key to filling ships
in these market segments. Outstanding service and amenity levels are
major motivators in the luxury category, but what really excites buyers in both
categories is the destination, especially itineraries to new places.
Currently the hottest destination in both categories is Europe and the
Mediterranean, followed by new routes in the Baltic, Russia and Central Europe,
South America, the Middle East and Holy Land, and, in particular, Asia. New
ports in the Caribbean, Europe and such countries as Indonesia, Cambodia, Japan,
and India are also fueling interest.
In July, CLIA surveyed its members to determine consumer attitudes and trends in
the luxury and river cruise markets. members agreed that demand for luxury and
river cruises is growing. Of those responding to the survey, 36.5% reported
increasing demand for river cruises (34% said the demand is unchanged) while 64%
indicated higher awareness of river cruising among their clients. Almost a
quarter of members, 22.2%, reported a move toward luxury, with more
contemporary/premium clients moving up.
Members said destination is a top motivator: 86.9% ranked destination and
itinerary at the top of the list for river cruisers, followed by authentic
experiences in small towns and destinations, incorporated land programs and
sightseeing, shipboard service and lifestyle, the all-inclusivity of the
product and perceived value. For luxury cruisers, shipboard service and
lifestyle and destination (78.3% and 58.3% respectively) were cited as the prime
motivators.
Clients chose to cruise over other types of vacations because, in order of
importance, river cruisers sought authentic experiences in smaller towns and
villages, smaller ships and intimate ambience, travel to multiple destinations,
convenience, product inclusivity, shore excursions and value. Luxury cruisers
cited quality of service, cuisine, smaller ships, value, destinations and
inclusivity.
In the survey, luxury cruises stacked up positively against the best
restaurants in the world (75% similar to much better), the best hospitality
service standards (94%), the most luxurious accommodations (75%), the
most upscale spas (86%) and the most exciting
cultural/enrichment/entertainment activities available (86%).
Trends observed by CLIA members included a move to more upscale river vessels,
with larger accommodations. River cruisers are seeking new experiences,
demanding greater value and have higher expectations of quality at an
affordable price.
Members see more promotions and greater competition among river cruise lines,
with more emphasis on pricing and providing additional value. Also, pre-
and post-cruise programs are especially popular with the majority of river
cruisers, with over 70% most likely to add a land stay on to their river voyage.
The most popular length of luxury and river cruises is eight to 14 days,
followed by seven-day cruises.
Luxury cruisers also are demanding greater value and are more price sensitive,
with higher expectations for quality of service. Consumer incentives and
promotions have made luxury cruising more affordable, the survey found. And,
whatever their affluence, both luxury cruisers and river cruise enthusiasts
respond to 'deals': 85.7% of members said river cruise clients are somewhat or
much more apt to make a purchase with a special offer, while 79.6% said luxury
clients are similarly motivated.
The CLIA member survey also found significant opportunities to sell river and
luxury cruises, given the strong consumer interest and demand.
|
|
 |
