By
Rebecca Gibson |
Cruise operators must engage with travel agents to target potential cruise passengers more effectively and capitalise on the current appetite for cruising, according to a recent survey released by Amadeus UK and Ireland.
As part of the study, more than 2,000 UK adults were surveyed regarding their attitude towards cruising, which was conducted by YouGov on behalf of Amadeus in May 2013.
Around a tenth of UK adults would consider booking a cruise holiday in the next 12 months, while almost a third are attracted by the experience of visiting a new destination each day, according to the research.
“Cruise operators should be encouraged by the British attitude towards cruising,” said Rob Sinclair-Barnes, director of marketing for Amadeus UK and Ireland. “In order to capitalise on this, the lines need to promote the value of cruising and the unique opportunities it provides.”
Nearly half of the respondents viewed cruising as being most suited to travellers over the age of 65, while just less than a third identified cruises as most suited to couples without children. In contrast, only six per cent would consider cruise holidays to be suitable for families with children.
“There’s a huge opportunity for cruise lines to target a new key audience by improving the relevance of family cruising and offering more family-oriented activities and excursions,” said Rob Sinclair-Barnes, director of marketing for Amadeus UK and Ireland. “As a core component of the industry, travel agents are well placed to help cruise lines attract and retain customers. They can provide comprehensive ship, itinerary and destination overviews, and meet individual passengers’ cruise requirements.”
The study shows that a targeted marketing effort can have a positive effect on cruise numbers, with two thirds of respondents stating they had heard of river cruises and 43 per cent saying they were familiar with cultural experience cruises.
“River cruising was previously considered a niche product, but thanks to the marketing efforts of both operators and travel agents, it is now one of the most well-known and popular types of cruising,” said Sinclair-Barnes.
The report also highlighted a few key concerns including pricing. Around 40 per cent of people perceived cruises to be too expensive and indicated that additional gratuity and amenity costs, such as drinks or staff tips, would prevent them from choosing a cruise holiday.
However, many people were realistic about costs, with more than a quarter expecting to pay between £1,000 and £1,500 per person for a seven-night Caribbean cruise to the Caribbean and more than a third expecting to pay between £500 and £1,000 for a Mediterranean trip.
Commenting on the fact that a third of the respondents would be tempted to go on a cruise holiday if they were of lower or comparable cost, to an all-inclusive holiday, Sinclair-Barnes said: “Although consumers are concerned about costs, by taking note of their expectations and introducing cost-saving measures such as all-inclusive shorex or dining options, cruise lines can easily increase passenger numbers.”
These findings show plenty of opportunities to communicate the various offerings more effectively and change the perception that cruise holidays are for the older traveller, and that they’re expensive.” He added: “By using technology like the new Amadeus Cruise Shop, which has been designed to help agents tailor the shopping experience based on the diverse needs of individual travellers, the industry can broaden its appeal to a younger clientele, where value for money is a key criteria.”