The expansion and stiff competition in the cruise industry has make this vacation option into a more affordable product, with important consequences and implications from the demographic point of view, reflected in a series of changes in the composition, attitude and behaviour of a younger and and increasingly more active clientele.

The Cruise Passenger Profile

The demographic of the cruise market have changed with the new demands of a rapidly evolving world and social network. Within the last years, the average age of cruise passengers has dropped of those potential customers of this service from North America, Europe and emerging Asian markets interested in spending their income in enjoying luxurious vacations.

What was traditionally a market for an elite class, seniors and retirees with stable income, and newlyweds, has become a luxurious travel and holiday option available for the family market; mostly through the attraction of budget holidays, with more and more people interested in this offer in a growing tide that underpin the optimism that the cruise industry will maintain an increasing occupancy rate and future profitability.

According to statistics provided by the Cruise Lines International Association (CLIA) in 2004, and based on a study conducted in the United States and the United Kingdom, 97% of cruisers are 25 years or older, and with annual earnings over USD40,000+, in a segment that represents about 44% of the total US population. And, in accordance with this same study, the demographic profile of the average cruise passenger would correspond to a 55-year-old university-educated person, married, employed and with an annual income over USD75,000.

In 2008, CLIA offered the following profile of the average cruise vacationer:

• Predominantly white/Caucasian (93%) person.

• Around 46 years old (down from 49 in 2006).

• Well-educated, with 65% of college graduates, and 24% of post-graduates.

• 83% are married.

• 58% work full-time.

• Average household income of around USD90,000.

• A cruise trip each three years among other three types of yearly vacations.

Details of the average cruiser in other countries are scarce due to the lack of research and data on this subject.

Cruise Passenger Attitudes and Behaviour

According to statistics published by CLIA, around 15% of the total US population has cruised ever, and 7% to 8% have done so within the last three years. This means that 85% of US citizens have never taken a cruise, which represents a remarkable upside potential for this sector.

There are several sources with a variable influence on vacationers when considering the idea of taking a cruise:

• Word of mouth (45%).

• Spouse’s desire (38%).

• Destination websites (38%).

• Long-considered idea of cruising (37%).

Once taken the decision, there are distinct information sources to be considered when planning the vacation:

• Cruise websites (26%).

• Internet advertisement (10%).

• Travel agents (14%).

• Travel magazines (13%).

• Magazine advertisements (10%).

• Direct mail (5%).

In any case, people interested in taking a cruise generally plan their vacation four or six months out.

The 80% of cruise passengers book some of their vacation through local travel agents. Nearly 42% of respondents say that travel agents provide a high-quality service, and around 60% are very or extremely satisfied with their service.

The proximity of embarkation ports are a considerable inducement to future cruising for around 70% of potential user of these services, as a result of the saving of money and hassles derived from not having to fly to embarkation points.

Typical, cruise passengers travel in pairs, usually with spouses or boyfriends/girlfriends (80%), with a 29% (2008) of people travelling with kids under 18 years old (from 13% in 2002), and a 25% enjoying this sort of offer in the companionship of friends.

Destination is one of the most influential aspects when choosing a vacation aboard a cruise ship, and the most of people frequently name the Caribbean, Alaska, Hawaii, Bahamas, Europe and the Mediterranean Sea as their favourite options.

On a comparative basis versus other tourism categories, and whether a first-time or frequent cruiser, the cruise experience consistently receives top marks from customers on a wide range of important vacation attributes, with an increasing number of people indicating the intent to purchase a cruise.

Cruise prospects recognized the high value of cruise vacations, and people who have already experienced this service consider it as providing the best value for their leisure money. Around 95% of all cruisers rate their experience as satisfying, with a 45% claiming the highest “Extremely Satisfying” ranking, and a 80% of them convinced that taking a cruise trip is an excellent opportunity to sample destinations and geographical areas before visiting them on a future land-based vacation.

There is also a high level of repeat cruise passengers, with around 50% of customers taking a cruise yearly, and around 25% interested in repeating the experience in the future.

1. Climbing/horseplay on railings– Although this should be a no-brainer, we occasionally hear accounts of passengers sitting on the ship’s railings or climbing over balcony partitions.

2. Stiffing the crew– While most cruise lines automatically charge a daily gratuity or service surcharge to your stateroom, you can have them removed by going to guest services.  However, just because you are allowed to have them taken off doesn’t mean that you should.  You wouldn’t go to a restaurant without tipping and you shouldn’t go on a cruise without tipping.

3. Getting too drunk– No one enjoys having an obnoxious drunk by them on the lido deck or at their dinner table

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4. Getting left behind in port– When the captain says that the ship is leaving port at 5:00, he means it. He isn’t going to wait around for those that lost track of time.  If you get left behind in port, you are responsible for your own transportation to the next port or back home.  The costs can be several thousand dollars each and will be even more complicated if you are traveling without a passport. Our advice?  Plan on arriving back near the ship 1 1/2 to 2 hours before you are scheduled to leave.  This not only gives you some time to shop in the port area, but also gives you plenty of leeway if you run into traffic or your taxi or bus has a breakdown on the way back.

5. Going by port time instead of ship time– Going by port time instead of ship time is a great way to miss your ship.  Also, never trust the time on your cell phone. Bring a watch and if you don’t have one, pick up a cheap $10 watch and you will never have to worry about getting port/ship times mixed up.

6. Eating only at the buffet– While newer ships like Regal Princess have great buffets, the best food on a cruise is almost always in the main dining room.  By eating only at the buffet, you miss out on the great food and service that is offered in the main dining rooms and specialty restaurants.

7. Line cutting– We all hate waiting in lines while on vacation, but its part of life.

8. Booking late flights on embarkation day– Booking late flights on embarkation day is a great way to miss your cruise.  While it is not always possible for everyone to fly in the day before due to work commitments, you should always plan on arriving the day before if you are able to.

   

9. Booking early flights on disembarkation day– Cruise lines recommend not booking flights before noon on disembarkation day.  Just because your arrival time says 7:00 a.m., there is almost no chance of catching an 8:30 flight.  There have been times I walked right through customs, and other times it took over an hour to get through the line.

10. Leaving balcony doors open– Leaving your balcony door propped open will create a wind tunnel when your stateroom door is opened.  It’s a great way to get your fingers smashed in the door when it slams shut on you.

11. Leaving your curtains open when pulling into port– More often than not, you will be docked directly across the pier from another cruise ship.  Those on the ship next to you will be able to see into your cabin if your curtains are open.

12. Forgetting to turn data roaming off– Before stepping foot on the ship, you should go to the settings on your phone. Also make sure that data roaming is turned off.  This will keep your cell phone from racking up huge charges and using data even when it is in your pocket. Putting your phone in airplane mode will also keep you from racking up additional charges.

13. Piling into elevators without letting other passengers out first– This is about having respect for your fellow passengers.

14. Treating the crew like 2nd class citizens– We all have bad days, but how many you would have if you worked 7 days a week and were away from your family for 6-9 months at a time?  Kind words to the crew will go a long way, treat them with the same respect that you give to your spouse.

15. Cruising without travel insurance– Cruising without travel insurance is like playing with fire.  There are a wide range of policies offered that include coverage for medical (your medical insurance most likely won’t cover you out of the country), travel delays and interruptions, and cancellations.

16. Lying on your medical form– Before you board your cruise, you have to fill out a medical form where you check boxes of certain symptoms that you have had over the past 48-72 hours.  Lying on this form is a great way of spreading an illness to other passengers.  Lying on your form is one of the biggest mistakes you can make on a cruise.

17. Use a travel agent- Not to mention price and service, but if something goes wrong, you need an advocate.