CLIA-MEMBER TRAVEL AGENTS PROVIDE INSIGHT INTO CONSUMERS’ CRUISE LIFESTYLE INTERESTS
Survey Reveals Clients’ Preferences and Measures Cruise Lines’ Performance in Categories of Dining, Spa/Wellness, Entertainment, Accommodations and Shore Excursions
V. Tom Gardner
Manager, Public Relations
Travel Industry & Marketing Issues
Director, Public Affairs
& Legislative Issues
More choice in restaurant styles, water sports, adventure tours, Broadway shows, kids free zones: the diversity of offerings by cruise ships makes a big difference to today’s cruise vacationer. According to a new survey of travel agents by Cruise Lines International Association (CLIA), shipboard lifestyles and choice of shore excursions play important roles when consumers choose a cruise, and cruise lines are doing a good job providing what their customers want.
The representative survey conducted in early June asked CLIA-member agents to evaluate the importance, according to their knowledge of client preferences, of dining experiences, spa and wellness opportunities, shipboard entertainment, accommodations, and shore excursions. It also asked agents whether cruise lines have made improvements in certain categories and how well cruise experiences compare to those offered in land-based vacations.
In choosing a particular cruise vacation, shipboard accommodations, according to the nearly 900 agents who responded to the CLIA survey based on their experience with clients, were the most important lifestyle attributes of a cruise, followed by cuisine, entertainment, spa/wellness facilities and programs, and shore excursions.
In terms of dining experiences, agents said that almost 75 percent of clients look for added choices of alternative styles of shipboard restaurants, followed by traditional dining room experiences and more casual “Lido Deck” style dining. They also reported that more clients are requesting heart-healthy cuisine, closely followed by diabetic/sugar-free menus. Significantly, cruise lines seem to have overcome the perception that cruise passengers worry about gaining weight: only 10 percent of agents said their clients expressed that concern more than occasionally.
Workout facilities and adults-only (or kids-free) facilities top the list of spa and wellness interests, according to agents. Other wellness features in order of importance to clients are saunas and hot tubs, spa services, running tracks and group exercise programs, and beauty salons. The majority of respondents said that shipboard spa and wellness facilities compared favorably to those on land and almost 75 percent of cruisers believe that these facilities have improved in the last three years.
Almost 80 percent of agents said that shipboard entertainment has improved during the same period, with Broadway style shows, Las Vegas style revues and “famous name” acts ranking at the top of consumers’ preference lists. Seventy-five percent of respondents said that cruise ship entertainment compares favorably to land-based vacations.
Price is the top consideration when vacationers are choosing shipboard accommodations, according to agents responding to the survey, followed, in order, by: in-cabin amenities, Wi-Fi, adjoining rooms and branded bedding. A large majority of agents – 90 percent – also believe that cruise ship accommodations have improved somewhat or greatly in the last three years.
Among the most popular shore excursions among cruisers, are “sun and sand” experiences, including beach, snorkeling, and watersports. City tours and adventure excursions, such as zip-lining, fishing, hiking and horseback riding, are also extremely popular, followed by shopping tours, arts and culture, ecotours and extreme tours like cave tubing, jet fighter experiences and race car driving. There is also moderate and increasing interest in VIP tours.
CLIA agents also were asked about other aspects of cruising with the following findings:
• The fastest growing segments of cruising are multigenerational families, followed by families with children
• A casual elegant shipboard ambiance, closely followed by casual atmosphere are the favorites among most travel agents’ clients, with both increasing in popularity; followed by country club, formal or more laid back shipboard atmospheres
• Eighty-five percent of the surveyed travel agents reported an increase in clients celebrating a life milestone on a cruise. Weddings and vow renewals lead the life milestone list followed by multigenerational family reunions, honeymoons and college/high school graduations
About Cruise Lines International Association (CLIA) – One Industry, One Voice
Celebrating its 40th Anniversary in 2015, Cruise Lines International Association (CLIA) is the unified voice and leading authority of the global cruise community. As the largest cruise industry trade association with 15 offices globally, CLIA has representation in North and South America, Europe, Asia and Australasia. CLIA’s mission is to support policies and practices that foster a safe, secure, healthy and sustainable cruise ship environment for the more than 23 million passengers who cruise annually, as well as promote the cruise vacation experience. Members are committed to the sustained success of the cruise industry and are comprised of the world’s most prestigious ocean, river and specialty cruise lines; a highly trained and certified travel agent community; and other cruise industry partners, including ports, destinations, ship developers, suppliers, business services and travel operators. For more information, visit www.cruising.org or www.cruiseforward.org or follow Cruise Lines International Association on Facebook and Twitter pages.