This document summarizes the results of a survey about perceptions of river cruises. It finds that mail readers take more holidays and are more likely to consider river cruises than the general UK population. When considering river cruises, mail readers ranked route, price, and included extras as most important. The document suggests targeting mail readers with river cruise advertising that emphasizes these factors to encourage them to spend more.

1. RIVER CRUISING
A&N Media Quantative Omnibus August 2011
MailClassified.co.uk

2. RIVER CRUISING
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3. MORE HOLIDAYS
2 or more holidays
70%
(63%)
Thinking of the last 12 months, how many holidays and short breaks have you been on ?
A&N Media Quantative Omnibus August 2011, Research Now
MailClassified.co.uk
Base: UK (2001) Mail Readers (1078)

4. MORE LIKELY TO CRUISE
Mail Readers UK Pop
78%
Sea Cruise
70%
65%
River Cruise
59%
Would you consider a cruise holiday?
A&N Media Quantative Omnibus August 2011, Research Now
MailClassified.co.uk
Base: UK (2001) Mail Readers (1078)

5. MORE HOLIDAYS
1 2 3
When considering a river cruise, please rank the following attributes in order of
importance...(1 being most important and 9 the least)
A&N Media Quantative Omnibus August 2011, Research Now MailClassified.co.uk
Base: All who have been or would consider a cruise holiday UK (1649) Mail Readers (950)

6. MORE HOLIDAYS
UK Pop 34% 42% 17% 4% 3%
Mail Readers 29% 45% 19% 4% 3%
Under £500 £500 - £999 £1,000 - £1,499 £1,500 - £1,999 £2,000+
How much would you spend on a river cruise?
A&N Media Quantative Omnibus August 2011, Research Now
Base: All who have been or would consider a cruise holiday UK (1649) Mail Readers (950) MailClassified.co.uk

7. RIVER CRUISES ARE...
...for older people
37%
(37%)
Thinking about river cruise holidays, what words and phrases come to mind?
A&N Media Quantative Omnibus August 2011, Research Now MailClassified.co.uk
Base: All who have been or would consider a cruise holiday UK (1649) Mail Readers (950)

8. RIVER CRUISES ARE...
...expensive
33%
(33%)
Thinking about river cruise holidays, what words and phrases come to mind?
A&N Media Quantative Omnibus August 2011, Research Now MailClassified.co.uk
Base: All who have been or would consider a cruise holiday UK (1649) Mail Readers (950)

9. RIVER CRUISES ARE...
33%
(33%)
...a way to experience
locations I want to visit
Thinking about river cruise holidays, what words and phrases come to mind?
A&N Media Quantative Omnibus August 2011, Research Now MailClassified.co.uk
Base: All who have been or would consider a cruise holiday UK (1649) Mail Readers (950)

10. RIVER CRUISES ARE...
Thinking about river cruise holidays, what words and phrases come to mind?
A&N Media Quantative Omnibus August 2011, Research Now MailClassified.co.uk
Base: All who have been or would consider a cruise holiday UK (1649) Mail Readers (950)

11. FURTHER STATEMENTS
UK Pop Mail Readers
The location would be important to
me if i went on a river cruise 80% 8% 85% 8%
I like the idea of everything being
included in a river cruise holiday 66% 17% 71% 16%
Short cruises of no more than a
week would appeal to me more 54% 28% 58% 28%
I wouldn’t expect to pay a lot of
money for a rive cruise 46% 37% 50% 39%
I would rather go on a river cruise
than a sea cruise 23% 51% 24% 54%
Agree (strongly agree + tend to agree)
Disagree (tend to agree + strongly disagree)
Thinking about river cruises, which of the following statements do you agree with?
A&N Media Quantative Omnibus August 2011, Research Now MailClassified.co.uk
Base: All who have been or would consider a cruise holiday UK (1649) Mail Readers (950)

12. IN SUMMARY
More holidays...
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13. IN SUMMARY
More likely to
cruise...
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14. IN SUMMARY
Price...
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15. IN SUMMARY
Route...
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16. IN SUMMARY
and added extras are
most important...
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17. IN SUMMARY
if you want our readers
to spend MORE on
your river cruises!
MailClassified.co.uk