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Cruises - US - September 2017

Published By :

Mintel

Published Date : Sep 2017

Category :

Travel Services

No. of Pages : N/A

The US cruise market continues to grow at a steady pace. As new ships enter the water with greater capacity and innovations, more passengers are cruising. Converting interest into action among adults who have never cruised is the key to passenger growth. Cruisers want personalized experiences that allow for enough time and flexibility to explore destinations the way they want, as well as innovative activities, a variety of dining options, and top entertainment to occupy their time aboard.
Table of contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
US market largest and growing, but losing share
Figure 1: Number of cruise passengers originating in the US, 2012-17
Cruises losing the competition with land-based vacations
Figure 2: Cruise value, by Captured and Potential Cruisers, July 2017
Demonstrating value to Potential Cruisers
Figure 3: Vacation inspiration, by Captured and Potential Cruisers, July 2017
The opportunities
Strong desire signals potential
Figure 4: Cruise vacations taken and interest in cruising, July 2017
Despite three dominant brands, still room for entry
Figure 5: Global share of ocean cruise passengers, by cruise line, 2016
New cruisers, new destinations
Figure 6: Cruise destinations traveled, 2008 and 2017
River cruises growing
Figure 7: New ships on order, 2017-26
Positive perceptions show sustainability
Figure 8: Perceptions of cruises, July 2017
Destinations, excursions drive decisions
Figure 9: Cruise motivators, July 2017
What it means
THE MARKET WHAT YOU NEED TO KNOW
Steady growth in US-sourced passengers
Destinations drive growth
Travelers demand authenticity
High potential for new-to-cruising crowd
THE US CRUISE MARKET
Cruise capacity continues to increase, growth follows
Figure 10: Number of cruise passengers originating in the US, 2012-17
MARKET BREAKDOWN
Bahamas making strides
Figure 11: Cruise destinations traveled, 2008 and 2017
Big three represent significant majority of global ocean passengers
Figure 12: Global share of ocean cruise passengers, by cruise line, 2016
MARKET PERSPECTIVE
Unique experiences and beaches entice travelers
Casino spending on the rise
Adults enjoy relaxing outdoors
MARKET FACTORS
Young population boosts potential cruising
Figure 13: Population by age, 2012-22
More frequent cruising on the rise
Figure 14: Number of cruises taken in the last three years, 2008 and 2017
Port regions seeing significant growth
Figure 15: US household share, by region, 2007-16
Per passenger spend remaining steady
Figure 16: Average amount spent per passenger, 2008-17
More ships means more passengers
Figure 17: New ships on order, 2017-26
KEY PLAYERS WHAT YOU NEED TO KNOW
Carnival dominates, Asia growing
The new and familiar collide
Cant fully escape the past
Make it bigger
LEADING CRUISE LINES
Contemporary brands
Carnival Corporation & plc
Royal Caribbean Cruises Ltd
Norwegian Cruise Line Holdings
Genting Hong Kong Ltd
Figure 18: Annual global revenues of leading contemporary cruise brands ($ millions), and percentage change 2015-16
Disney Cruise Line
Premium brands
Princess Cruises
Holland America Line
Celebrity Cruises
Luxury brands
Regent Seven Seas Cruises
Crystal Cruise Lines
Carnival continues to expand
Figure 19: Cruise lines used in the last three years, 2008 vs 2017
WHATS WORKING?
River cruises bursting
Figure 20: Viking River Cruises Explore Enchanting Destinations email, July 2017
Incentivizing families to come aboard
Figure 21: Carnival Cruise Line Bring the Whole Bunch email, July 2017
Love for the familiar builds community
Early loyalty spurs frequent cruising
Figure 22: Royal Caribbean Come Seek TV commercial, October 2015
WHATS STRUGGLING?
Accidents leave stains on cruise reputations
Environmental missteps lead to fines
North America losing market share
Voluntourism takes a hit
WHATS NEXT?
Bigger and better
Doors cracking open to Cuba
Figure 23: Norwegian Cruise Line Top Five Reasons to Cruise to Cuba with Norwegian mail ad, June 2017
Seamless integration with wearable tech
Figure 24: The SeaSeeker Teaser, June 2017
Turning the focus to the next generation of cruisers
Embarking to Asia
Luxury travel brands taking to the seas
THE CONSUMER WHAT YOU NEED TO KNOW
Cruise interest high
Lots of potential for cruisers
Relaxing in the sun is key to vacations
Cruisers see value in reputation
Destinations, activities draw people in
Paying more for excursions
Destinations most important for Captured Cruisers
Activities should highlight the new
Making memories on the high seas
Potentials motivated differently
CRUISE PARTICIPATION AND INTEREST
Half of adults have ever been on a cruise
Figure 25: Cruise vacations taken and interest in cruising, July 2017
Younger adults captured by cruising
Figure 26: Cruise vacations taken, by age, July 2017
Likelihood of past cruising increases with income
Figure 27: Cruise vacations taken, by household income, July 2017
SEGMENTS OF CRUISERS
Figure 28: Cruise segments, July 2017
Captured Cruisers (33%)
Figure 29: Cruise segments Captured Cruisers, by demographics, July 2017
Potential Cruisers (29%)
Figure 30: Cruise segments Potentials, by demographics, July 2017
Disinteresteds (20%)
Figure 31: Cruise segments Disinteresteds, by demographics, July 2017
Lapsed Cruisers (12%)
Figure 32: Cruise segments Lapsed, by demographics, July 2017
Deserters (6%)
Figure 33: Cruise segments Deserters, by demographics, July 2017
ACTIVITIES CRUISERS ENJOY
Cruisers engage in a greater variety of vacation activities
Figure 34: Activities past three year cruisers enjoy vs all, July 2017
Tropical locations beget sunny activities
Figure 35: Activities past three year cruisers enjoy, by cruise destination, July 2017
Cruise brands highlight activity variations
Figure 36: Activities past three year cruisers enjoy, by cruise line used, July 2017
VACATION BOOKING CONSIDERATIONS
Cost, word of mouth crucial to inspire cruisers
Figure 37: Vacation inspiration, by Captured and Potential Cruisers, July 2017
User reviews may be the best way to reach Potentials
Figure 38: Vacation research, by Captured and Potential Cruisers, July 2017
Younger Potentials take advice online, older use more traditional media
Figure 39: Vacation booking considerations Potential Cruisers, by age, July 2017
CRUISE MOTIVATORS
Destinations and activity options drive interest
Figure 40: Cruise motivators, July 2017
Potentials crave new experiences
Figure 41: Cruise motivators, by Captured and Potential Cruisers, July 2017
Parents see value, non-parents want to socialize
Figure 42: Cruise motivators Potential Cruisers, by parental status, July 2017
CRUISE PURCHASES
Excursions drive cruise purchase desires
Figure 43: Cruise purchases, July 2017
Men and women want to be indulged in different ways
Figure 44: Cruise purchases, by gender, July 2017
Parents pay to relax
Figure 45: Cruise purchases, by parental status, July 2017
PERCEPTIONS OF CRUISES
Favorable ideas of relaxing cruises
Figure 46: Perceptions of cruises, July 2017
Experienced cruisers more enthusiastic
Figure 47: Perceptions of cruises, by Captured and Potential Cruisers, July 2017
Younger Potential Cruisers generally more positive
Figure 48: Perceptions of cruises Potential Cruisers, by age, July 2017
Older adults are more likely to think cruises are for them
Figure 49: Perception cruises are appealing to people my age All vs Potential Cruisers, by age, July 2017
ATTITUDES TOWARD CRUISE DESTINATIONS
Destinations crucial to the cruise experience
Figure 50: Attitudes toward cruise destinations, July 2017
Potential Cruisers more interested in the ship
Figure 51: Attitudes toward cruise destinations, by Captured and Potential Cruisers, July 2017
Parents want to dive deep
Figure 52: Attitudes toward cruise destinations, by parental status, July 2017
ATTITUDES TOWARD CRUISE ACTIVITIES
Potential Cruisers enjoy new, simple experiences
Figure 53: Attitudes toward cruise activities, by Captured and Potential Cruisers, July 2017
Older adults more social, younger more adventurous
Figure 54: Attitudes toward cruise activities Potential Cruisers, by age, July 2017
Parents more accepting of the familiar
Figure 55: Attitudes toward cruise activities Potential Cruisers, by parental status, July 2017
ATTITUDES TOWARD CRUISE MOTIVATIONS
Celebration through relaxation
Figure 56: Attitudes toward cruise motivations, by Captured and Potential Cruisers, July 2017
Younger Potential Cruisers want a getaway
Figure 57: Attitudes toward cruise motivations Potential Cruisers, by age, July 2017
SEGMENTS OF POTENTIAL CRUISERS
Factors
Figure 58: Potential Cruiser segments, July 2017
Cozy Communals (27%)
Demographics
Characteristics
Opportunities
Figure 59: Potential Cruiser segment Cozy Communals, by demographics, July 2017
Sedate Sailors (27%)
Demographics
Characteristics
Opportunities
Figure 60: Potential Cruiser segment Sedate Sailors, by demographics, July 2017
Tranquil Travelers (24%)
Demographics
Characteristics
Figure 61: Potential Cruiser segment Tranquil Travelers, by demographics, July 2017
Opportunities
Aging Adventurers (22%)
Demographics
Characteristics
Opportunities
Figure 62: Potential Cruiser segment Aging Adventurers, by demographics, July 2017
APPENDIX DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
APPENDIX THE MARKET
Figure 63: Global deployed capacity share, 2016
APPENDIX THE CONSUMER
Figure 64: Activities past three year cruisers enjoy, by destination of cruise, July 2017
Figure 65: Demographics of next generation cruiser
Figure 66: Attitudes toward family, October 2016-November 2016
Figure 67: Attitudes Potential Cruisers like to do on vacation, October 2016-November 2016

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