B.
CRUISE MARKET POTENTIAL
Future
Market
A
key objective of this study is to
project the number of travelers
who will cruise within the
next
three years. The approach taken
to address this objective includes:
-
Best
case scenario
-
Worst
case scenario
-
Most
likely case scenario
Market
projections are provided for:
-
Core
Target Market – Adults 25+ and HH
income $40k+
-
Affluent
Market – Adults 25+ and HH income
$60k+
-
Most
Affluent Market – Adults 25+ and
HH income $80k+
Projections
are based on past
cruisers’ and
cruise intenders’ stated
consumer intent and do not consider additional cruise line capacity.
Projections
by Market Type
Core
Market (25+/$40,000)
As indicated below, the most likely scenario is that 31,028,000 adults will cruise within the next three years, based on
respondents’ intent to cruise.
Affluent
Market (25+/$60,000+)
The higher income requirement (with a reduced population) restricts the market to 23,028,000. The size of the drop (from
31,028,000) suggests that a large segment of future cruisers (about one fourth) earn between $40,000 to $60,000.
Most
Affluent Market (25+/$80,000+)
The most limited market (smallest population) drops to 15,444,000 potential cruisers. |
