Cruise & Ferry Review - Autumn/Winter 2020

1 8 0 the meals. And promote the stories, not necessarily the products. Focus on the faces behind the places.” Keeping up to date with trends will be important for cruise and ferry companies, particularly if they have made a food tourism promise. “Before the pandemic, sustainability was a driver in gaining a customer’s share of wallet,” says Wolf. “Our research shows that younger food travellers are leading the way: 63 per cent of millennials try to eat at places which demonstrate social responsibility (compared with 51 per cent of Generation X and 35 per cent of Boomers). Since the pandemic, it has become crystal clear that companies need to be transparent in their sustainability work and programmes. More than ever, customers are demanding proof of their efforts. Why not just be transparent and give it to them?” Wolf is a firm advocate of a candid strategy: “Cruise lines have a tremendous opportunity to capitalise on this transparent approach to sustainability if it is done right.” Special diet preferences are increasing and must be both available and clearly referenced on menus. “Dietary preferences won’t go away; in fact, now that excellent vegetarian, vegan and gluten-free options are available, many more people are choosing them, even if they have no issues with their traditional diet,” says Wolf. “Related to special diets, food allergies are not going away. Current labelling for food allergies (as well as special diets) fails consumers in many ways. There is room for improvement.” Cruise and ferry operators, destinations and attractions may be interested in recruiting support as they seek to enhance their appeal among food tourists, how can WFTA help? “Our organisation works with industry partners to leverage food and beverage to create a strong sense of place, thereby increasing visitor arrivals, destination brand equity and export demand for their area’s food and beverage products,” says Wolf. “Business advice, experience assessments and product development planning are all services that we can readily provide.” CFR People are more interested than ever in food and beverage: almost two- thirds (64 per cent) of leisure travellers agree that food and beverages are more important when they travel than they were five years ago. Food and beverages can be a major motivator for travel: among leisure travellers, 71 per cent travel to enjoy memorable eating and drinking experiences. Food and beverage knowledge drives bookings: travellers who say they are knowledgeable about food and drink participate in 50 per cent more different types of food travel activities, such as food/drink events, cooking classes, food/beverage tours. Travellers plan ahead, but they are also spontaneous: a total of 69 per cent of travellers seek out detailed information about where to eat and drink before they travel, and 68 per cent make spontaneous decisions about where to eat while on a trip. Good food and drink lead to trip satisfaction: among leisure travellers, 77 per cent believe that food and drink experiences are important to their satisfaction of a trip. Everyone eats and drinks: don’t forget that 100 per cent of travellers eat and drink. Businesses and destinations can send people home with memories of chain burgers and coffee, or of cuisine that is truly unique and memorable from an area. Food tourism factors WFTA’s 2020 Food Travel Monitor is a comprehensive market research report of the latest trends in the food and beverage tourism industry. CFR shares some of the highlights that indicate which factors influencing vacation choices “Cruise lines have a tremendous opportunity to capitalise on a transparent approach to sustainability”