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Travel Express Cruise Facts "You Need To Know Basis"

  • Every day, more and more people are discovering the all-inclusive pleasures of a cruise vacation. More singles, families, couples, honeymooners, second honeymooners and groups of friends are sailing away on the vacation of their lives. Last year alone approximately seven million people enjoyed a cruise vacation. When you add it all up, it's easy to see why.
  • The price of your ticket includes all of your meals and in-between snacks on-board; your stateroom, activities, parties and entertainment; plus, an exciting voyage to some of the most enchanting and culturally-enriching places in the world.
  • You'll find that a cruise ship is a floating resort, with all the things a fine resort has to offer and more! You'll meet new friends who share the same tastes and interests as you.
  • The hassles of an ordinary vacation are completely eliminated. A cruise is one convenient package. You don't have to worry about making dinner or nightclub reservations, running to make flight connections as you travel from one destination to another, or packing and unpacking.
  • You can lie back and be completely pampered. Or, go non-stop. Dine like never before. Enjoy one great show after another. Let your cares float away!
  • It's no wonder that more people are taking cruise vacations than ever before. And once they get a taste of cruising, they come back for more, again and again.
  • Cruises have a higher percentage of satisfied customers than any other vacation experience. Ask your Cruises 24/7 Cruise Travel Pro about cruising. Chances are, he or she will recommend a cruise vacation from personal experience.

The cruise industry is the most exciting growth category in the entire leisure market. Since 1980, the industry has had an average annual passenger growth rate of 8.1% per annum.

The cruise industry is young. Since 1980, nearly 100 million passengers have taken a deep-water cruise (2+ days). Of this number, 61% of the total passengers have been generated in the past 10 years. Thirty seven percent of total passengers have been generated in the past five years alone.

Over the next three years, over 48 million North Americans indicate an intent to cruise. To date, approximately 16% of the U.S. population target market have ever cruised. By maintaining historical occupancy levels, the cruise industry could welcome over 10 million guests in 2004.

Taking a cruise is incredibly diversified with literally a cruise vacation for everyone. Over the past 10 years, the industry has responded to extensive market and consumer research: research that has guided the addition of new destinations, new ship design concepts, new on-board/on-shore activities, new themes and new cruise lengths to reflect the changing vacation patterns of today’s market.

A cruise vacation delivers unparalleled customer satisfaction. Whether a frequent or first-time cruiser, the cruise experience consistently exceeds expectations on a wide range of important vacation attributes. On a comparative basis versus other vacation categories, cruising consistently receives top marks. The on-going challenge for our industry is to convert cruise prospects into new cruisers.

Cruising is an important vehicle for sampling destination areas to which passengers may return. Over 85% of cruise passengers agree with this statement. Nearly 50% fully expect to return to the same geographical area/destination for another type of vacation. Cruisers are not exclusively cruisers; rather they are frequent vacationers who cruise as part of their vacation mix.

The North American cruise market is strong across all 50 states and Canada. Today’s array of airlift options and streamlined port processing have opened up cruising as a vacation alternative to more and more individuals. The addition of new North American embarkation ports provides cruise vacationers more options and opportunities to drive versus fly.

CLIA Member Lines capacity utilization/deployment. From a capacity standpoint, utilization is consistently over 90%. The Caribbean represents the number one destination with almost 46% of capacity development. Europe, the Mediterranean, Alaska, Mexico, Trans-Canal, Hawaii and South America follow the Caribbean in popularity.

CLIA Cruise Industry Overview
MARKETING EDITION - Spring 2005

CRUISE VACATIONS COMPARED TO OTHER VACATIONS
Rep
Sample
(2005)
Rep
Sample
(2006)
Cruisers Non-
Cruiser
Vaca
tioner
Cruiser Types
Desti
nations
Luxury Premium Contem
porary
Being pampered 69% 63% 77% 55% 79% 80% 87% 78%
Chance to visit several locations 67 62 77 54 79 76 84 79
Fine dining 70 57 72 49 71 70 81 74
Luxurios 67 57 67 51 57 67 78 69
Unique & different NA 54 67 46 58 67 72 68
Get away fom it all 61 53 69 43 63 76 78 70
High quality entertainment 58 51 65 43 42 63 74 70
Hassle-free 54 50 70 40 58 74 78 71
Variety of activities 50 50 65 42 67 54 69 69
Easy to plan and arrange 50 46 64 36 33 59 69 66
Romantic getaway 55 45 53 40 37 44 62 55
Exiting and adventurous 51 45 58 39 46 50 60 61
Explore vacation area/Return later 51 44 61 35 58 57 65 65
Fun vacation 45 40 55 32 50 59 64 58
Good value for the money 42 36 57 24 54 59 67 62
Cultural learning experience 47 34 44 28 46 44 51 44
Reliable 42 34 53 23 33 46 63 55
Safe 33 29 48 20 25 44 57 49
Confortable Accommodations 37 27 39 21 29 35 48 41
Good activities for children 31 26 28 26 28 13 17 28
Participate in sports you enjoy 22 19 24 17 17 17 24 26
Base: Cruisers and vacationers

Degree to Which Attributes Influenced Last Vacation
Reinforcing the strength of the destination as a driver of vacation choice, random travelers assigned an average 8.7 importance rating for it on a 10-point importance scale. Price (7.2) and best opportunity to relax and unwind (7.1) are also highly valued.

There is little difference between cruisers and non-cruisers with respect to these attributes, although cruisers appear to place a slightly higher value on their vacation offering a unique vacation experience.

DEGREE TO WHICH ATTRIBUTES INFLUENCED LAST VACATION
Rep
Sample
(2006)
Cruisers Non-
Cruiser
Vaca
tioner
Cruiser Types
Desti
nations
Luxury Premium Contem
porary
The destination 8.7 8.7 8.7 9.3 8.3 8.9 8.7
The price 7.2 7.3 7.1 7.4 7.2 7.4 7.4
Best oportunity to relax and unwind 7.1 7.1 7.1 7.3 7.2 7.1 7.2
Fit my vacation schedule/days available 6.8 6.5 7.0 5.6 5.8 6.5 6.5
Offered a unique experience 6.7 7.0 6.6 7.6 7.2 7.2 7.0
The convenience 6.6 6.8 6.6 6.6 6.7 7.0 6.8
The paricular hotel/resort property or cruise ship 5.6 6.5 5.1 7.5 6.8 7.1 6.7
Good programs for children and family 4.1 3.8 4.4 2.1 3.4 3.6 3.7
Base: Cruisers a vacationers
Note: Data is based on a 10-point scale where "10" is "most influence" and "1" is "did not influence at all"

Satisfaction Levels with Various Vacation Alternatives
The small percentage (8%) of travelers who vacation at all-inclusive resorts assign them the highest praise, with the largest percentage (60%) of travelers assigning extremely satisfied to them. Cruising places nearly as high (58%). Vacation house rentals ranks third (51%) then a large gap exists for the next cluster of satisfying vacation types. All types show moderate to substantial satisfaction gains since the 2002 study.

LEVEL OF SATISFACTION WITH TYPES OF VACATIONS
% EXTREMELY SATISFIED

2004 2005 2006
Total Rep Sample Rep Sample Cruisers Non-cruiser vacationers
Cruise vacation/Ocean-sea voyage 34% 43% 58% 56% --
Visit to friend/relatives 29 34 43 45 41%
Land-based package 24 30 43 43 41
Camping trip 33 30 42 43 43
Vacation house rental 30 29 51 52 51
Trip(non-package) 23 28 41 44 39
Resort vacation (own arrangement) 24 27 41 47 41
Resort vacation (package) NA 27 36 38 36
Land-based escorted tour 24 26 45 42 47
Vacation: Part of a business trip 19 25 30 36 27
Vacation at all-inclusive resort NA NA 60 60 61


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