Cruise ship holidays were once only financially available to the wealthy - were one of the few types of holiday options for the retired and an ideal first pick for the newly-weds. However, in the current changing cruise tourism market, the clientele are more diverse.
Today, cruise tourism represents one of the fastest growing sectors worldwide. According to the Statistical and Economic Analysis, U.S. Department of Transportation, the cruise industry tripled in size during the 1990's. By 2004 there were 339 active ocean cruise vessels operated by cruise lines around the world and the WTO reported that cruise ship passengers represent 1.4 percent of international arrivals.
The destinational new comers to the market are Asia (which includes South Pacific, Southeast Asia, Far East & Trans-Pacific) and India. The growth in Asia is of 134% during the 1992-2001 period reaching a figure of 2.1 million nights and a global market share of 3.5%. In India in the year 2000 roughly 56000 cruise visitors representing 2.11% of the 2.65 million international tourists visited India. These positive new markets however have been noted to suffer with SARS and shifts in trends after 9/11.
Current PlayersGlobally there are 4 large players holding more than 81% of the world supply of berths, more than 17 brands and 114 ships. The aim of each is to provide a 'seamless' travel and holiday experience. Typically cruise tourists are by nature demanding in terms of their quest for luxury. To cater for the guests, operators provide high levels of comfort aboard the liner, a variety of activities and facilities on board, an itinerary with a number of destinations at every port and contemporary conveniences provided for the voyage.
According to research, carried out by leading cruise industry associations, Cruise passengers are high spenders. The international average expenditure is $94 per cruise tourist per port.
To cater for this, the right type of retail outlets are strategically positioned.
Factors that effect Future Growth
To continually succeed in increasing its share in global tourism, cruise operators and liners are increasing their search for new destinations and itineraries. Potential destinations, locations with a reputation for being beautiful, enchanting, exotic and historic are identified as being an instant ideal international cruise terminal.
Other factors are: the proximity to already popular cruise destinations, this would enable strong cruise circuits to be created over a period of time. A strong domestic tourism sector, this enables a country to achieve a strong domestic cruise sector. A thriving foreign tourism sector again, has a hand in strengthening cruise tourism.
To cater for cruise ships, there is a challenge at the Ports. Ports hold the core infrastructure and need to meet international requirements. Areas of work are: passenger services, transport linkages, amenities, portside shops and cafes as well as other conveniences, similar in style to that of airports. Given that cruise terminals represent the entry point of visitors into various tourism locations, they are also the time and place to market the country's image; culture, heritage, cuisine and products.
When at the drawing board stage, operators are listening to seasoned cruisers feedback. Surveys are highlighting the cruisers desire to see many places in one trip; variety and diversity is a clear pull factor. Domestic tourists are keen to include foreign destinations in their cruise circuit whereas foreign tourist are satisfied to see local places of interest. While on a cruise, food & cuisine is very important as is the cruise liner itself. Fast immigration & transit through the port is the topmost priority for both foreign and domestic tourists.
SpotLight is the weekly column exclusively written for 4Hoteliers.com by Sarah Muxlow, it is highlighting the challenges and issues which the global hospitality is facing today.
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