Mail Newspapers White Paper - the highlights of which were discussed at the ACE Cruise Convention in Southampton in May 2012

1.
CRUISE SURVEY
In March 2012 Mail Newspapers spoke to over 2,000 people about cruising. As Table 1 illustrates this
represents a cross selection of consumers. We could find out what cruisers love about cruising, the
non‐cruisers dislikes about cruising and arguably most importantly, the tipping point for the
maybes!
Table 1: The sample…..
Name Definition Number %
Total Sample All respondents to the 2045 100%
survey
Core readers Almost always/Most 1976 97%
often readers of the
Daily Mail or The Mail
on Sunday
Core readers – Core readers who have 769 39%
Cruisers ever been on a cruise
Core readers – Core readers who 668 34%
potential cruisers haven’t been on a
cruise but would
consider a cruise
holiday
Core readers – Cruise Core readers who 539 27%
rejecters would not consider a
cruise holiday
73% of respondents have or would consider a cruise. Only 27% would not consider a cruise.

2.
Top Insights
Interestingly there has been a decline in cruisers perceptions of cruising as a value for money holiday
from 2012 to 2011. However despite this, 92% of respondents who had been on a cruise agreed
that cruising represented value for money.
This may be a consequence of increased spend by Mail cruisers on their cruising holiday.

3.
Value for Money and expense is a big theme in cruising as it is one of the top barriers for those
considering a cruise. There is a perception amongst those considering a cruise that cruising is an
expensive holiday. 34% of potential cruisers agree that cruisers are too expensive compared to just
11% of cruisers. This suggests that cruise companies have to work harder to convince the maybes of
the value for money of a cruise holiday relative to other holidays.
The below graph clearly tells a story. Cruisers know that cruises offer a great holiday experience.
Potential cruisers agree but cruise rejecters clearly do not think so and the majority would never
consider a cruise holiday.
It is clear that safety and health risks for cruisers and those considering a cruise are not a huge
barrier. This shows that the impact of the incidents in 2012 has not been that great.
“I don't think it will affect people who enjoy going on cruises, might put off ones who have never
done one, but not experienced cruises. The problem is when a disaster like this happens the death
rate is usually high. Same when there is an airplane crash. But that doesn’t stop people from using
them. It's a very sad thing to happen and I hope the death toll doesn't get any higher. Must have
been dreadful for the survivors.”
Posted by: tramman | On: Jan 17 2012 10:57PM
Some people will be put off cruising by this accident, while others will go on a cruise regardless
because they would see it as a one off accident. I have been on a cruise and I never once felt unsafe
or at risk. Like all these things we only ever hear about the accidents and not the many successful
and great cruise holidays. This was an awful and tragic accident, but not something that should
reflect badly on all those other responsible captains who safely take passengers all over the world
quite safely.
Posted by: wittymacs | On: Jan 17 2012 07:09PM

4.
There are some key factors cruise agents and lines must consider when selling cruises.
The importance of destination, repeat business and food/entertainment are massive factors when
consumers are deciding on cruising. Word of mouth is seemingly not that important and nor is to
celebrate an anniversary/special occasion.
In 2010 and 2012 the amount of destinations and the type of destinations both came top. Previous
experience came second and the food offered on board the cruise came third.

5.
The right deal/offer would be a trigger for many people who haven’t tried a cruise but would
consider it as a holiday (61%) This was by far the biggest answer to the question, What if anything
would most prompt you to take a cruise.
 61% said their trigger point would the right deal.
 1 in 5 would be interested in trying an experience day
 30% answered yes to added value, i.e. free accommodation upgrade.
Hurtigruten UK managing director Kathryn Beadle said; "The message is not getting across enough.
Destination is also a key driver that we need to explain better."
She also called on agents to face the issue of safety head on while also explaining the breadth of
cruise ship facilities and entertainment.
Beadle presented a cost comparison between an 11‐night Canary Islands cruise in November and an
equivalent land‐based holiday with Tui which showed the total cost of the cruise at £1,329 against
the resort‐based trip at £1,505 due to the added extras involved
To find out more on our exclusive research email mark.mahoney@mailnewspapers.co.uk