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The Secret Life of Cruising
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The Secret Life of Cruising


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Cruising is the fasted growing sector of the tourism industry worldwide and in New Zealand. It is a sector which last year attracted more than 16 million passengers, with a total of 225 million …

Cruising is the fasted growing sector of the tourism industry worldwide and in New Zealand. It is a sector which last year attracted more than 16 million passengers, with a total of 225 million passengers cruising since 1980. In New Zealand, the growth rate has been nothing short of spectacular. In 1996, 17,000 cruise passengers visited New Zealand whilst approximately 225,000 are forecast to arrive here in the 2012/2013 cruise season. It is a sector which sells dreams to many, transportation to some and a terrific holiday to just about everybody. However, it is a sector which may not be as familiar to everyone as its land-based cousins. In this seminar, Wendy takes you for a whirlwind tour of the industry and a peek at what cruise ships – and their passengers – look like. Bring your lunch, your questions and your curiosity for a look at the ‘secret’ life of cruising.

Wendy is a lapsed lawyer who decided that cruise is much more fun. Wendy is currently doing her PhD on itinerary development in the cruise industry, but is also combining her other passion, technology, with cruise tourism - she and her business partner are about to launch She also has her own independent cruise consultancy, Cruise Strategy Ltd. Wendy is a confirmed cruise addict, having spent more than 500 days at sea on 21 cruises (so far).

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  • 1. The secret life of cruising Wendy Cruise Addict © Cruise Strategy Ltd 2012
  • 2. About this talkA glimpse into cruising My passion – from several angles Industry background Ships Passengers Crew The downsidesPhoto album All photographs © Wendy R London 2012 (Except where otherwise credited or public domain clip art)
  • 3. Welcome to my world...…it‟s all about cruise and following my passionPassenger 21 cruises, >500 days at sea - sailed every major sea (except the Baltic, and that‟s next year‟s adventure)Student PhD candidate – Victoria University School of Management. Topic: How cruise lines exercise their power to create their itineraries.Entrepreneur About to launch – a web platform and associated value added services to promote and sell authentic NZ goods and experiences to visiting cruise passengersConsultant Cruise Strategy Ltd - Consultant to wannabe ports and destinations; governments and economic development agenciesWriter Free-lance writer and bloggerLapsed lawyer Cruising is much more fun
  • 4. A very brief history of cruising c 50 BC 1840 1853 Early 1900s 1912 June 1958Cleopatra takes First trans-Atlantic Cornelius Ocean liners begin White Star Line Beginning of a leisurely cruise when Vanderbilt to appear to launches three commercial trans-cruise down the Cunard‟s mail charters a provide luxury ultra-luxurious Atlantic air travelNile in her barge ships began paddlewheel travel between the ships to challenge virtually ends taking paying steamer, hosting US and Europe Cunard market for North passengers 25 guests on a Atlantic liner travel luxury cruise on the Baltic 1970s 1980 1999 2010 2011 The age of Norwegian Cruise First ice skating Royal Caribbean‟s 50 years of leisure cruising Line‟s Norway rink at sea Allure of the Seas cruising in Newtakes off, initially became the first (Voyager of the becomes the Zealand to the mega-ship Seas) largest cruise ship Caribbean, (formerly the SS afloat abetted by the France) Parks up in (5400 passengers) TV series, Wellington on The Love Boat 19 November 3200 passengers
  • 5. Cruise is hot!Global stats (CLIA 2012)Consistent annual  7.5%growth (1980-2011)Total passengers  225 million(1980-2011)2011 summary  16,365,000 pax  69% from US/Canada  31% from ROW  103% occupancy  Avg cruise length: 7+ daysNZ stats1996  17,0002010/2011  125,000 (RWC)2011/2012  200,0002012/2013 (est)  208,600 (fewer ships but bigger ships)  50% from Australia
  • 6. Mythbusting I will get seasick I will get fat Cruising is for old people I won‟t be able to stay in touch I won‟t like my tablemates It‟s boring I will get claustrophobic It‟s expensive The crew go home at night
  • 7. Cruising taxonomy Types of cruises  Coastal, repetitive itineraries  Regional cruises  Repositioning cruises  World cruises Types of ports  Turnaround ports (eg Auckland)  Ports of call (eg Wellington)  Hybrid ports (eg Auckland)
  • 8. Top 10 cruise regions for 2012 Alaska Caribbean Med European rivers Panama Canal Europe South America Hawaii South Pacific (and 50% of our inbound passengers are from Australia) Baltics/Scandinavia Source: CLIA 2012
  • 9. A segmented industry P&O Princess 4-Star/Mass Market Australia Royal Holland Caribbean America 3-Star/ Disney Contemporary Cunard The Residential Explorer Quark World Orion The World arrives in Wgtn Reid, Luxury/Boutique CrystalSemester Regent-at-SeaShip for SilverseaYouth Specialty
  • 10. Cruise line sampler - 1 Attracts couples and families MillenniumCelebrity Demographic target is aged 35 to 60, household income • 5-star of US$125,000 plus • 1,814 pax Experienced travellers seeking quality and a premium • 999 crew vacation experience Solstice Exotic/inviting itineraries • 5-star Primarily US residents, but growing percentages from • 2,850 pax Canada, Europe and Latin America • 999 crew Destination, quality, service and value Seven SeasRegent Experienced travellers and cruisers VoyagerSeven Generally over 45 years old, well-educated, household • 6-starSeas income of US$200,000 plus/high net worth • 700 pax • 447 crewHolland Considered to be the world’s premium cruise leader Oosterdam Older passengers but now attracting younger ones and • 5-starAmerica multi-generational groups • 1,848 pax Specialises in compelling, longer, more exotic itineraries • 800 crew Experienced travellers and first-time cruisers who Volendam appreciate impeccable service • 4.5 star Extensive enrichment programmes and activities • 1,440 • 647 crew
  • 11. Cruise line sampler - 2Princess Slightly younger passengers than Holland America Diamond Many family groups PrincessCruises Loyal passengers with some voyages almost • 5-star exclusively frequent cruisers • 2,600 pax Wide variety of itineraries and onboard • 900 crew experiences Dawn/Sea/Sun Princess(es) • 4-star • 1,950 pax • 900 crewRoyal Resort-oriented ships Voyager of the Appeals to couples, singles and families SeasCaribbean Wide range of shore excursions ranging from • 4.5-star historical and city tours to adventure sports • 3,114 pax Ships incorporate the latest innovations in cruise • 1,176 crew ship design and facilities Extensive shops on board Rhapsody of the Seas • 4-star • 2,435 pax • 765 crew
  • 12. A ship to suit all tastes andsizes: S, M, L and XXXL Medium – Volendam 1,500 pax Small – Pacific Princess 640 pax (old “R” ships) Mega Ship - Allure of the Seas 5,400 pax Large – Sapphire Princess 2,670 pax Source: RCL
  • 13. A town bigger than Manaia (pop 902) Food/Drink Places to Services Activities Entertainment gatherDining Atrium Reception/ Sports deck Theatreroom(s) purser‟s deskBuffet Promenade Library Night club Cabaret lounge deckSpeciality Walking Shops Card rooms Atrium loungerestaurants decksCafes Lounges Pax laundries Pools Movie theatreBars Pool decks Internet café Fitness centre Quizzes/triviaLounges Sun decks Medical centre Children‟s area Food demosPoolside Restaurants/ ATM/Forex Casino Enrichmentbuffet cafes lecturesBBQ areas Spa Dancing Port lecturesMidnight Photographer/ Ice skating rink Classesbuffets Photo gallery Flying fox(chocolate!!) Climbing wall Art auctions
  • 14. Ships of nations Passenger breakdown – Volendam Filipino Crew Show 20 Dec 2009; 1,460 paxCrewFilipino, Dutch, Indonesian, Argentina 2 South Korea 3British, Kiwi, South African,German, French…….. Australia 350 Mexico 15 Belgium 2 Malaysia 3 Brazil 18 Netherlands 24 Canada 80 New Zealand 89 Switzerland 5 Philippines 4 China 1 Poland 6 Germany 11 Portugal 1 Denmark 3 Romania 1 Algeria 1 Russian Fed 34 France 2 Sweden 2 UK 62 Singapore 3 Hong Kong 2 Ukraine 2 Indonesia 2 United States 693 Ireland 3 Venezuela 1 Israel 6 South Africa 1 Italy 8 Japan 10
  • 15. Types of staterooms (cabins) Inside staterooms Outside staterooms Balcony/verandah staterooms Staterooms for mobility challenged pax Lanai staterooms Mini-suites Suites Deluxe suites Owners‟ suites Penthouse suites Diagrams from
  • 16. Why people cruise Hassle-free – pack/unpack once; no hunting for hotels, restaurants Takes you away from everything Pampering – champagne, hot-tub, pool Can do a lot or nothing at all Can sample a broad geographic area in a finite amount of time A cruise can represent a new travel adventure Large variety of events, activities and meals onboard Facilitates shopping – in port, onboard Easy to make friends onboard Lend themselves to group travel – eg family reunion, college reunion Romantic experience Learning experience Great way to celebrate a special event Cruising is “in” Safe Great value for money Pay in advance To varying extents, it is inclusive Adapted from Mancini (2004) To do ordinary things in extraordinary places Play golf, sit on the beach, get a haircut, do the laundry…
  • 17. Who cruises?Median age 48 Big Growth in:Many retirees 20%  Inter-generationalGender split Even cruisingMost are married 79%Percentage having taken more than one 58%  Event cruising egcruise seminars,Luxury passengers take the most cruises Avg 10.5 ea conferencesNew cruisers often select a Contemporary 40%Line (eg P&O)  Themed cruisingAverage time between cruises 3.5 years  Comedy  Investing • Destination cruisers - shortest lapse 14 months  Crafts between cruises  Food and wine  Gardening • Luxury and premium cruises 29 months  History • Contemporary cruisers 40 months  Music/arts  Family travelCruise addicts (have taken more than one 38% of  Fitnesscruise in past yr) cruisers  AstronomyPercentage traveling with spouses 80%  …more than 500 at any time!Virtually no one travels alone 2%Adapted from F-CCA (2011)
  • 18. Passenger types Party-goers/day-trippers Floating resort aficionados Been there, seen that – the food was great! Destination travellers/ explorers “Honey, I sold the condo”
  • 19. What‟s included and what‟s notIncluded Not included Transportation  “Speciality” Accommodation restaurants Meals (most)  Alcohol (most ships) Entertainment/  Shore excursions lectures (most ships) Alcohol (some ships)  Some fitness classes Shore excursions  “Better” coffee (some ships)  Laundry/dry cleaning Most fitness activities  Internet Sports activities  Spa treatments  Hairdressers  Medical treatment
  • 20. Food facts Shopping list for a 10-day cruise (basic ingredients) On the Eurodam each day:  2,550 eggs are consumed by 2,100 pax/900 crew Eggs 45,000 Rice 2,500 kg On the Carnival Dream each week Bacon 1,087 kg Lettuce 1,062 kg passengers: Chicken 2,812 kg Tomatoes 1,250 kg  eat 28,730 shrimp  drink 6,200 cocktails Fish 3,125 kg Cucumber 875 kg  slurp 15,000 coffees  peruse 2,000 different recipes Pork 902 kg Ham 625 kg On a 14-day cruise on P & O Beef 1,625 kg Cheese 1,125 kg Ventura, 3,096 passengers and Steak 937 kg Pineapples 1,500 kg 1,200 crew will eat 171,840 main meals Pasta 437 kg Apples 625 kg Over 7 nights, passengers on each Oranges 662 kg Melons 1,250 kg Seabourne ship will consume  280 bottles of free bubbly Milk 5,000 lts Watermelons 1,231 kg  10 lbs of caviar Coffee 375 kg Teabags 7,500  120 lobstersSource: Source:
  • 21. A cashless societyYour cruise card is your paymentcard for drinks and shoppingBut also: Your room key Security card to embark/disembark ship, gain access to port Loyalty status Dining time and table number Lifeboat number Voyage number and dates Big red sticker: “transit” passenger (back-to-back cruises) Coca Cola sticker: prepaid soft drinks package The hole is for hanging your card on your lanyard
  • 22. Passengers‟ preferences Passenger preferences can extend to  Same cruise line  Same ship  Same cabin (same exact cabin!)  Same bar stool
  • 23. Recognising loyalty The more you cruise, the more benefits you get  Free laundry ranks high on the perks!  Cheaper or free Internet  Favourable future cruise pricing  Special drinks parties and lunches  Fellow frequent cruiser receptions  One free mini-bar set-up  Express check-in  Priority boarding for tendersHolland America Royal Caribbean PrincessMariner Society Crown & Anchor Society Captain‟s Circle 1 Star  Gold  Gold 2 Star  Platinum  Platinum 3 Star  Emerald  Elite 4 Star  Diamond & Diamond Plus  Pinnacle Club
  • 24. Cruise crew (onboard) Chief EngineerCaptain • Everything with an engine• In charge • Electrical and lighting• Backed up by systems First Officer • Waste management Contractors/ • Plumbing concessionairesHotel Manager • Aircon/heating • Shops• Guest services • Maintenance • Entertainers• HR • Lecturers• Security Cruise Director • Fitness centre, • Host spa andFood & Beverage • Entertainer hairdressing staffManager • Planner Medical staff• Food provisioning• Dining room staff Chief Radio/ Comms Purser OfficerExecutive Chef • In-room Sat TV Shore • Ship-to-shore phone Excursion • Internet Manager
  • 25. But, it‟s not all a bed of roses… Safety and security Things happen – ships are fairly large international cities which wander through large expanses of water SOLAS International convention covering a wide (Safety of Life range of safety measures…including the at Sea) number of lifeboats and life jackets Post Costa All passengers must participate in the safety Concordia drill before the ship sails (no longer „within 24 hours of sailing‟) The US Seeks to provide (a) a safer environment for Cruise Vessel passengers and (b) avenues for redressing Security and crimes whilst at sea Safety Act 2010
  • 26. …or a rose garden, either Environment  Pollution  Crowding (eg Venice)  Change of commercial character  Pressure on local attractions and services Working environment  Flags of convenience = flags of unregulated working environments  Long hours  Low pay
  • 27. Photo album
  • 28. Accommodation Suite - Volendam Suite balcony - VolendamMini-suite – SapphirePrincess Verandah Suite – Oosterdam Balcony cabin – Carnival Source: Source:
  • 29. Let me entertain you Big production shows Lectures Caberet style shows Cooking demonstrations Passenger talent shows Quizzes Who‟s got the popcorn? (Volendam) Disco Bridge (as in cards) Computer classes SportsPrincess Theatre – Diamond Princess
  • 30. Lazy days at sea
  • 31. A day in the life… Wellington: a shore day, so fewer onboard activities
  • 32. Around the ship - 1 Midships Pool - AmsterdamFront desk - Star Princess Atrium – Golden PrincessAft Pool – Amsterdam (complete with icebergs)
  • 33. Around the ship - 2 Volendam – flower display & Night club, complete with Kiwi plaques Port Taranaki Movie under the stars – Dawn Princess 27 Dec 2012Volendam – gallery of portplaques
  • 34. Around the ship - 3 Crossing the Equator(Old) Royal Princess - Bar Dawn Princess Atrium drinks party
  • 35. Retail therapy Eurodam Source: Source: Source: Source: Pacific Dawn
  • 36. The changing face of cruise ships:Allure of the SeasSource: Source: cruiseaddicts.comFirst Guess First Starbucksfranchise at sea franchise at sea Source: Central Park – shops, restaurants, cafes Source: Promenade deck shopping
  • 37. A Volendam Christmas Christmas Carols
  • 38. Understated elegance – it‟s notall/always glitz!
  • 39. Behind the scenes Golden PrincessDawn Princess bridge kitchen
  • 40. Food and drink - 1
  • 41. Food and drink - 2 What cruise passengers craveSpeciality restaurant –The Pinnacle - Volendam
  • 42. Wellington – the coolest littlecruise capital in the world If you spot one of these walking around… …please do me a big favour …scoop them up and ask them to join you for a latte, a sauvie or a pie -- the best part of cruising is meeting new people
  • 43. Hooked on knowing more?Just cruisin‟PGSA Seminar8 November 201216:30 – 18:00Some websites King Neptune and Queen Codfishhttp://www.cruisecritic.com
  • 44. Thank you!! Questions? Comments?