Cruises

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Contemporary Cruises price level

100-250

Where are the passengers coming from?

14.2 M from North America 6.7 M Western Europe 4.2 Asia

travel agent usage non cruiser

40% work with 60% never with

Contemporary Cruise Brands

AIDA Carnival Costa Disney MSC Norwegian RCI

Cruising in the 60s & 70s

All About the Destination

"A True Departure" then "Designed for You"

Celebrity

Wholly Owned Subsidiaries of RCCL

Celebrity, RCI, Azamara

What is GRT (or GT) anyway?

Gross register tonnage (GRT, grt, g.r.t., gt) or gross registered tonnage, is a ship's total internal volume expressed in "register tons"

Signature of Excellence, Savor the Journey

Holland

Boeing 707 first flight

December 20, 1957

AMPLIFICATION MEANS

ENHANCEMENTS TO ALL AREAS OF THE SHIP Oasis of the seas had the biggest and longest

Millennial's have a preference for what?

Luxury cruising

The Service (Hospitality) Brand

Meanings Emotions Customers Experiences

River Cruising: Which Age Target?

Millennials find attributes of river cruising more appealing than any other generation, according to a study conducted by AAA in 2016.

"Escape Completely" then "Come Back New"

Princess

The Love Boat

Princess Cruises

"Get Out There" and "The Nation of Why Not?" and "Come Seek"

Royal

25% by 25

Royal Caribbean Cruises to reduce carbon footprint by 25% by 2025

The Britannia of the Cunard Steamship Company launched the first

Royal Mail Steamer and scheduled transatlantic service in 1840 (1,154 GRT)

What is Royal focusing on improving

WJ food quality Problem Resolution MDR Food Quality

contemporary target market

mass market

premium ship size

medium : large ships carrying 650-3,000

Important Factors influencing vacation choice non-cruise vacation

more care about overall experience and property and cost

luxury target market

discerning affluent, older, well-traveled clientele

premium target market

more sophisticated veteran cruisers, couples, families, empty nesters

Cruisers who repeat for the first time spend the ___

most

Cruise Market Motivators Gen X

mostly to relax

Cruise Market Motivators Gen Y/millennials

mostly to see and do new things

specialty service level

diverse service levels limited dining options focus on destination

Cruisers are more likely than non cruisers to

bring along spouses

Crew App

celebrity connects crew provide info HR tools

Premium Cruise Lines

celebrity cunard holland america oceania princess viking

What is the most important amenity on a cruise ship to those making 150- 200K

celebrity chef restuarants

Modern Luxury

celebrity, change from x the rules

"X The Rules"

celebrity, failure

repeat cruisers are more likely to

choose better cabins than new cruisers stay in balcony cabins than new cruisers more likely to stay in interior cabins than repeaters

contemporary service level

floating resorts offering quality value vacation

Royal Vision

generate returns for shareholders and empower employees to deliver best vacation experience enhance well-being of communities

skip gen-cruising

grandparents with grandchildren

specialty cruise lines

ama waterways american avalon truck river uniworld river viking windstar

luxury service level

attentive, refined,personal service

luxury cruise lines

azamara crystal paul gaugin pearl seas regent seven seas seabourn sea dream silversea

New objection to cruising

hidden fees

Cruise Behaviors: Amenity Interest vs. Usage suite and balcony

high importance but lower usage

premium service level

high quality service, fine dining, country club atmosphere

Reasons not to choose a cruise vacation cruiser

cost - 56% Safety (very low) - 17% Comfort - 27%

contemporary ship size

large: mega ships carrying 2,000 to 6,000 passengers

The Cunard Laconia arguably launched the

leisure cruise industry with the first world cruise in 1922 (20,000 GRT).

New cruisers spend ___ than repeaters

less

Reasons not to choose a cruise vacation non-cruiser

less about cost more about safety .. about the same with comfort

Cruise Behaviors: Amenity Interest vs. Usage Onboard entertainment shows

low importance but high usage

Cruise Behaviors: Amenity Interest vs. Usage casino

low importance but high usage

Cruise Behaviors: Amenity Interest vs. Usage pool

low importance but high usage

Once cruisers visit a destination there is a high likelihood they will

return regardless of income bracket

Gen Z at Sea

set to become the largest consumer generation by the year 2020 - putpacing millennials

who had higher overall rating for cruise reviews: structured dining or un structured

structured

What is the most important amenity on a cruise ship to those making 100 K

suite and balcony cabins

What is the most important amenity on a cruise ship to those making 200 K

suite and balcony cabins

more than three quarters of cruisers travel with

their spouse

Amplification helps with

ticket premium increases onboard revenue uplift NPS uplift

specialty target market

veteran cruisers, non-cruise, adventurers

How are Royal's decisions guided

years of measuring NPS annual survey responses NPS growth

Agentpalooza

Carnival Cruise Lines produced a first-of-its-kind bus tour

How many ships are scheduled to debut in 2020

19

What year was the titanic

1911

Birth of the Modern Cruise Era: NCL

1966 MS Sunward 8666 GRT Norweigian Encore (2019) 169116

Birth of the Modern Cruise Era: RCCL

1968 The Song of Norway (1968): 18,853 GRT Symphony the Seas (2018): 228,021 GRT

Birth of the Modern Cruise Era: CCL

1972 The Mardi Gras (1971), 27,284 GRT Carnival Panorama (2019), 133,500 GRT

premium price level

200-500

specialty price range

250-1000

Growth of Worldwide Passengers Carried in 2020

27.6 million

Projected ships in operation in 2020

278

2018 Global Economic Impact

28.5 million passengers 1.2 million jobs 50.24 B wages 150 B total output

NCL

3 brands 25 ships pioneer of freestyle cruising

Cruisers making over 200 K surprisingly go on the most

3 day vacations

luxury price range

300-1,500

2020 Deployment

32% Caribbean 17% Mediterranean 17% All other

Market Share Revenue

39% Carnival 25% Royal 13% Norwegian

RCCL

6 brands 70 ships largest ships at sea

Cruisers making less than 100 K typically go on

6-8 days vacations

The global cruise industry is one of the fastest growing travel verticals with an annual forecasted growth rate of

6.63% from 1990 - 2020.

____% of cruisers consulted a cruise lines website during decision making process

70

travel agent usage when booking cruiser

82% work with

Carnival

9 brands 104 ships the most capacity and passengers carried

How many ship classes does royal have

9, 26 ships

____ percent of cruisers say they consider their trips to be a good way to sample destinations for non cruise vacations

90

Cruise Market Motivators boomer

family time and see and do new things/relax

luxury ship size

small carrying fewer than 1,000 passengers

specialty ship size

small ships, yachts, river boats

Net Promoter Score =

% Promoters (9-10) - % Detractors (0-6)

Among consumers who have been on a cruise, ___% booked their most recent trip online

47

Market Share Passengers

47% Carnival 27% Royal 10% Norwegian

How many crew are on board royal ships?

47K

Who are the fun ships?

Carnival

Total Revenue of big three

Carnival - 39.4 Capacity, NCL- 12.6% Cap, RCCL- 25 Cap

Who are the big three?

Carnival - 43.2 Capacity, NCL- 9.7% Cap, RCCL- 24.50 Cap

Who's adventure at sea?

RCL

Renaissance Cruises

RIP 1989-2001

MSC Yacht Club

a ship within a ship

Important Factors influencing vacation choice cruise vacation

destination - 68% Overall Experience - 22% Property/ship - 10% Cost - 24% Amenities - 8%


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