MODULE 4

Cruise Sales and Marketing

Lesson 1
The Stakeholders in Cruise Sales & Marketing ....... 1 - 5
Lesson 2
Understanding the Cruise Price .................................... 6 - 9

Lesson 3
Types of Cruise Packages .............................................. 10- 14

Lesson 4
Marketing in the Cruise Industry ................................ 15 - 18
 1

The Target Markets

The Cruise Operators

The Travel Agents

Geographic segmentation is necessary

because any single cruise trip starts at a
specific port, in order to take a cruise,
passengers sometimes arrive in the port
city by air or some other mode of
transport.
 2

The family cycle stage is extremely relevant in

the cruise industry. This variable greatly
influences passengers’ requirements as to a
ship’s facilities, activities and entertainment on
board.

Income is significant because cruises still

largely pertain to a luxury product category,
even though recently cruise companies have
paid increasing attention to the middle class
and to younger, less affluent customers.
 3

1. First Class 2.Premium

Large ships
Small cabins
One week or shorter trips
More family friendly and
activity oriented
Medium-sized - large
cabins
One week or longer trips
Adults and relaxation-
oriented

3. Luxury 4. Specialty
Small ships Very small ships
Very large cabins and Sports and entertainment
suites
facilities
Long trips: 10 days or
Not family-friendly
more
Adventure-oriented
Less family friendly
 4

1 . General Segmentation 2. Socio-Economic Segmentation

Geographic First class

Family Cycle Stage Premium

Income Luxury
Specialty markets

They either own or lease the cruise ships to produce

planned itinerary and cruise products so as to target

specific market segments

Can be seen as wholesalers

The majority of cruise operators also sell their

products directly to the public acting as both cruise

retailers and wholesalers.

 5

Travel Agents who specialize in selling cruises

are called Cruise Specialist.

They have done a great deal of research

through familiarization trips and cruise line
seminars.

Agents often have access to special discounts

or perks -- or know best where to find them.

The biggest advantage of booking a cruise

through a travel agent is personalized advice
from a knowledgeable source.
 6

The Cruise Fare

Port Charges

Taxes

Cabin

Food onboard in the main restaurants

Onboard entertainment like shows and most

activities

Pools, hot-tubs, fitness centers, etc.

 7

Alcohol, sodas, and premium coffee drinks

Casino gambling

Specialty restaurants

Onboard shopping

Tips/gratuities

Shore excursions (for activities in ports you visit)

Transportation to and from your cruise (eg., flights, taxis,

etc.)

Hotels before or after your cruise (if you choose to arrive

at your port city early--which we recommend--or stay

after you return).

Travel insurance (unless specifically requested).

 8

Cruise prices have more in common with airfares than

hotel prices, as prices are quoted per person and not per
room

The least expensive fares get you the least desirable

space on the vessel. A cheap fare will typically get you a
cheap cabin -- inside and on a low deck.

Fares also change based on timing and availability.

Cruise lines release fares an average of 18 months

before the cruise.

Another way cruise fares are like airline fares is that they
can change daily, based on complicated algorithms of
supply and demand, as well as time-sensitive sales
 9

The Cruise Fare

Port Charges

Taxes

Cabin

Food onboard the main restaurant

Onboard entertainment like shows and most activities

Pools, hot-tubs, fitness centers

Alcohol, sodas, and premium coffee drinks

Casino gambling

Specialty restaurants

Onboard shopping

Tips/gratuities
 10

A systematically planned return journey with

entertainment and recreational facilities on

board, and shore excursion.

Fly and Cruise Package - The most common

type of cruise package purchased.

THIS TYPICALLY INCLUDES:

Cruise fare

Roundtrip airfare

Roundtrip transfers from the airport to

the cruise port.

 11

Pre-Cruise and Post-Cruise Package - Usually an

all-inclusive land tour before or after a cruise with

travel by deluxe motor coach, train or car and

accommodation at top hotels. often involve hotel

stays in or near the departure city for up to several

days prior to or after the cruise.

PROS OF AVAILING CRUISE PACKAGES

1. Convenience

2. Luxury of extending vacation beyond just the cruise

3. One easy payment

4. Land-based arrangements will be properly

coordinated and seamless

5. Passengers may only need to deal with paperwork a

single time for the entire vacation

 12

CONS of Availing Cruise Packages:

1. There may be little unstructured time for

passengers to explore their own interests.

2. Available destinations may be limited

3. Land-based packages may have limited options

for children’s programs

4. Passengers may not be able to choose the kind of

airline nor the flight times.

 13

1. Air Travel

2. Land Arrangements

Transfers from airport to cruise port

1. Air Travel
Hotel accommodations

2. Land Arrangements
Sightseeing tours

3. Cruise Segments

4.1.Travel Insurance - Optional because the client

Air Travel
Cruise Fare
2.can
Landavail of this on their own
Arrangements
Port Charges
3. Cruise Segments
Service Charge

4. Travel Insurance

Optional because the client can avail of

this on their own

 14

1. Name of the Vessel

2. Name of the Fly and Cruise Package
3. The Destinations
4. Itinerary
5. The travel dates
6. Inclusions
7. Flight Details
8. Exclusions
9. The Package price at the center.
 15

The industry is spending to support this

growth to the tune of about $65 billion

between now and 2029 for the refurbishment

of ships, build out of new fleets, and

developing new terminals.

An integrated Customer Relations

Management or CRM marketing strategy is

crucial for brands targeting prospective

vacationers.
 16

Effective Ways on Marketing Cruise Lines:

DIRECT MAIL ADDS VALUE FOR THE CRUISE INDUSTRY

Direct mail has long been a staple of cruise

marketing.

Many cruise lines partner with travel agents

or partner brands to build robust mailing

DIGITAL & SOCIAL BUILDS BOOKINGS

Efficient ways to drive traffic to cruise line

websites, increase requests for information,

and lower the cost of lead acquisition.

 17

Digital is the vital connector between cruise

line mass-market TV campaigns and highly-

targeted direct marketing tactics.

Digital campaigns can help cruise brands

spread their message wider and efficiently, but

also deliver more immersive experiences to

help prospective travelers better learn about

available offerings.

EMAIL CONNECTS THE DOTS

An opportunity to create an on-going

dialogue with prospective, current, and

future cruise-goers.
 18

Email builds mutually valuable, one-to-one

relationships between brands and their

customers.

The key is not to rely on any single media

tactic but rather a digital media mix

optimized to quantifiable engagement

metrics to build and grow your database.

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