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Publication Title | How to work in the Cruise Industry A guide for tourism operators

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CRUISE DISTRIBUTION – FROM DEMAND TO SUPPLY

CONSUMER  Cruise Specialist or Travel Agent  Cruise Line  Inbound Tour Operator (also known as Shore-Ex)

 PRODUCT (OPERATOR/SUPPLIER) and Port facility

CRUISE INDUSTRY PARTICIPANTS

(The Structure)

CRUISE LINE(S)

e.g. Carnival, P&O, Royal Caribbean



INBOUND TOUR OPERATORS

(ITO)/ ‘SHORE EX’ OPERATOR

e.g. Abercrombie and Kent, Australian Outback Travel (AOT), Bob Wood Cruise Group



STATE & NATIONAL TOURISM ORGANISATIONS/TOURISM OPERATORS (SUPPLIERS) + OTHERS e.g. Cruise Down Under (CDU)

Cruise Passengers

Today’s Traveller

The following information on Today’s Traveller was provided by Toby Biddick, Cruise Manager, Abercrombie & Kent.

Travellers’ needs have changed signi cantly over the past decade and cruise passengers requirements have changed in line with these, in general terms they:

Travellers today are looking to experience something “that I will always want to tell”

• They want the experience to be personal and

individualised

• They want more than a ‘pre-packaged’ o ering

• They are ‘con dent in independence’

• For them comfort is paramount

• They work hard thus want a ‘hassle-free’ holiday

• Time, attentiveness, peace & space are the new luxury goods

• 60isthenew40

They seek choices in and around:

• Nature

• Retail opportunities

• Soft adventure

• Exclusive access

The International Cruise Passenger

• Will be a mix of nationalities (decreasing North American domination, increasing number of Europeans, South Americans and Asians)

• Are generally well-travelled

• Are generally a uent, sophisticated travellers

• Are increasingly more active – they are keen to get out and explore

• Are often repeat passengers (with signi cant brand loyalty to their ‘chosen’ cruise company)

The Australian (Domestic) Cruise Passenger

• Are relatively new to cruising

• They tend to constantly compare Shore-Ex (tour) prices with similar online product and prices

• Are very happy to go o on their own as they feel they already ‘know’ Australian destinations

• They will purchase if the o er is compelling – that is, not something they would ordinarily be able to experience

• They do have preconceived ideas of Australian destinations so you will need to ‘surprise’ them and break down preconceived stereotypes/perceptions of Tasmania

USED TO DESIRE

NOW DESIRE

Bigger cars/bigger roads

No tra c

High life, parties

Cooking and reading

Full agenda, hyper-activity

Plenty of time

Jet set

Get to

Fast forward

Slow down

Arti cial islands

Unspoilt nature

Advantages, raking it in

Fairness

Jimmy Choos

Barefoot

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