Global Cruise 2018
Investigating the role of travel retail and duty free within the global cruise industry, which has seen +23% growth in passenger numbers in the last five years and is set to experience continued growth.
New for 2018, a detailed review of the Cruise channel, highlighting the potential of travel retail and duty free with key insights into who the shopper is, what they buy, and what drives purchasing.
With a focus on attitudes towards shopping and the retail environment, the report also compares the different cruise regions as well as key nationalities to highlight the extent to which tailored strategies are essential to driving success among the increasingly demanding cruise traveller.
Research was conducted through 2,800 online interviews with international cruise passengers, covering the nationalities of America, Britain, Germany, China, Hong Kong, Taiwan and Australia. Regional coverage includes the cruise regions of North America & Caribbean, Mediterranean, Nordic, Asian and Australasian.
Included in the report are traveller and shopper profiles to provide an understanding of the passenger demographic including age, gender and cruise travel frequency. Passengers pre-trip behaviours are assessed to understand the depth or research undertaken and information sought after. Covering on-board behaviours, passengers' duty free footfall is measured to assess their interaction with the retail offer, including brands viewed, brands purchased and the trade-up potential. The report also provides deep-dives into purchase motivations and drivers, as well as barriers to purchase. The role of staff and travel retail exclusives and promotions is also assessed.
The report is essential reading for brand owners looking to develop their regionally focussed channel sales strategy as well as cruise operators and retailers seeking to enhance their understanding of this key travelling group. This report will also provide key insights for other travel retail specialists looking to enhance their knowledge of the global cruise traveller.
For more details of the report content and to view sample pages, please click here.