CLIA Finds 36 Million Americans “Likely” to Take a Cruise
CLIA Finds 36 Million Americans “Likely” to Take a Cruise
The Cruise Lines International Association’s latest consumer survey finds that 36.1 million Americans are “likely” to take a cruise vacation in the next three years. In a U.S. population of 304 million, 73 million Americans have cruised before and the 36.1 million are from a core target market of 133 million. The target market is 25-plus years of age with a household income of at least $40,000.
Consistent with previous years’ studies, the “2011 Cruise Market Profile Study,” conducted by TNS, also found that a significant majority of consumers—94 percent—rate cruising as a satisfying vacation experience with 45 percent rating a cruise as “extremely satisfying.” The study surveyed over 1,300 past cruisers and non-cruisers to determine vacation preferences and attitudes, plans for future vacationing, spending patterns, travel agent usage, and other topics, drawing comparisons among numerous types of vacations.
“Based on analysis of responses to the Cruise Market Profile Study, the cruise industry can be optimistic about its continued growth and success,” said Christine Duffy, CLIA’s CEO and president. “CLIA-member lines have had an average annual passenger growth rate of more than 7 percent since 1980. In 2010, capacity increased by 8.1 percent yet CLIA-member line ships continued to operate at 103.1 percent occupancy. … In a nutshell, the cruise industry continues to innovate and deliver on the cruise product promise, with the result that millions of Americans are intending to take a cruise in the near future.”
Among the highlights of the 2011 Cruise Market Profile:
• Seventy-seven percent of past cruise vacationers expressed interest in a cruise vacation in the next three years and 50 percent of non-cruise vacationers expressed an interest in taking their first cruise within the next three years.
• People view all vacation categories as somewhat expensive but most people view cruise vacations as a superior value. Nearly twice as many (17 percent) equate cruising with very high value as land-based vacations (9 percent). Among past cruise vacationers, the gap swells (21 percent vs. 8 percent) as a result of past experience.
• Awareness of the cruise vacation experience is high and growing. Thirty-two percent of the study’s representative sample cites increased awareness of cruise vacations in the past year or two—four times as many who expressed decreased awareness (8 percent).
• Of respondents who provided information about their last cruise, 60 percent have cruised in the past and 40 percent claimed their last cruise was their first cruise, indicating that the cruise industry continues to attract new guests.
• The total study sample (cruisers and non-cruisers) ranked the following as “much better/somewhat better” for cruises compared to all other vacation categories: Chance to visit multiple destinations, 56 percent; being pampered, 44 percent; fine dining, 51 percent; and getting away from it all, 44 percent.
While varying by cruise line and market segment, the top 10 list of where consumers plan to take their next cruise vacation, in order, includes the Caribbean, Alaska, the Bahamas, Hawaii, Bermuda, Mediterranean/Greek Isles, Europe, Panama Canal, Canada/New England and Mexico.
The core target market represents 44 percent of the U.S. population. Overall, almost one in four (24 percent) of the total U.S. population has cruised at some point in their lives and 11 percent in the past three years (up from 20 percent total and 10 percent in the past three years in the 2008 study).
The general profile of the 2011 cruise vacationer is upscale (with a median household income of $97,000), with a median age of 48, and well-educated (76 percent college graduates).
Key influencers in selecting a cruise vacation include: The destination (35 percent), overall experience (19 percent), the ship (12 percent), the cost (23 percent), and facilities available such as spa, gym, children facilities, etc. (11 percent).
Cruise vacationers typically use the services of a travel agent more than non-cruise vacationers (68 percent versus 45 percent). This may, in fact, be an understatement because some consumers may not realize that their online bookings are actually through travel agencies with online booking capabilities.
Ninety-three percent of cruisers express satisfaction with their travel agent, including nearly 60 percent expressing very/extreme satisfaction. Travel agents remain the distribution channel offering the best service, according to respondents. Sixty-six percent of consumers say professional designations encourage them to use an agent.
