TRAVEL AGENT CRUISE INDUSTRY OUTLOOK AUGUST 2016 CRUISE LINES INTERNATIONAL ASSOCIATION
INTRODUCTION As our world continues to get more complicated, travel agents are playing a bigger role in guiding and advising clients on their vacation choices. To that end, the most effective travel agents are those who know their clients needs and concerns, and have educated themselves on how to respond to a wide range of questions about the cruise travel experience. Travel agents continue to anticipate solid growth for the cruise industry in 2016, expecting that more people will take cruises and increase their overall cruise spending. The increasing popularity of cruising seems to be attributable to several trends, including growing interest in river cruises and increased cruising by groups and multigenerational families. Since travel agents have both expertise of the cruise industry and ongoing insights from their clients, they are able to act as barometers for emerging trends. For example, travel agents are identifying a desire among cruises for more all-inclusive packages, as well as a growing preference among American travelers to cruise closer to home. Cruise travel continues to be popular among all kinds of travelers, particularly couples and honeymooners. However, individual families and multigenerational families are also very interested in cruising together, providing the kind of low-stress, stimulating and fun experience that people dream of when they plan vacations. Since they re talking to clients every day, travel agents understand what s on the mind of cruise customers, said Cindy D Aoust, president and CEO, CLIA. This survey demonstrates the important role they play in educating vacationers on the benefits of cruising and steering them to the perfect cruise. They are also providing us with crucial feedback on trends, desires, and concerns and we thank them for the role they play in building a successful cruise industry. 21
FUTURE SALES GROWTH REMAINS STRONG Travel agents continue to predict sales growth for the remainder of 2016. Nearly 73 percent of travel agents expect to increase sales this year and another 15 percent expect no change. A substantial number of them (about 27 percent) anticipate increases of ten percent or higher, reflecting their ability to educate clients, turn challenges into positives and match vacationers to the cruise that suits them best. Describe Your Agency s Outlook Regarding Its Cruise Sales Volume In The Current Year Compared To That Of The Previous Year Summer Edition Spring Edition Winter Edition 0% 20% 40% 60% 80% Increase Neutral No Change Decrease As Cindy Seaburn of Jacksonville, Florida explains, Trends tend to be more of a concern by clients when something bad happens. They see a negative news report about something that has happened and assume it will happen on their vacation. I respond by saying these instances are not the norm and point out the number of sailings happening each day. I focus on the positive aspects, and point out what they can get out of their vacation! 32
How Would You Estimate The Cruise Spending Behavior Of Your Clients In The Current Year? Summer Edition Spring Edition Winter Edition 0% 20% 40% 60% 80% Increase Neutral No Change Decrease The outlook for 2016 is also looking good in terms of overall cruise spending, travel agents say. Seventy percent of agents anticipate increases in cruise spending this year. Among all travel agents, 18 percent are very optimistic and looking forward to a growth rate of ten percent or more in the coming months, and another 18 percent anticipate a growth rate of six to ten percent. 43
The trend is also for them to come already informed with what they want, and securing the space more than nine months out. According to your current experience, how far in advance are your customers booking cruises compared to a year ago? 0% Less than 3 months 3 to 6 months 6 to 9 months 9 months to a year One year to 18 months More than 18 months Increasing Staying the same Decreasing Consistent with expectations for growth into the foreseeable future, travel agents continue to experience growth in long-term bookings. Forty-one percent of agents see more bookings one year to 18 months in advance, while 40 percent see increased bookings nine months to a year in advance, and 36 percent see more bookings six to nine months ahead. As Anita Wydra, of Hialeah, Florida, observed, The trend is also for them to come already informed with what they want, and securing the space more than nine months out. 54
STAYING CLOSER TO HOME In an uncertain world, cruisers seem to be looking for destinations that are closer to home. Travel agents report that Alaska once again remains the destination with the greatest upside potential, with 62 percent of them anticipating cruising growth in the Last Frontier State. Also with this report, California and the Pacific Coast entered the list of top five destinations, with 28 percent of travel agents anticipating increased bookings there. Rounding out the rest of top five are Caribbean/ Bermuda/Mexico (with 48 percent of agents expecting growth), Canada/New England (35 percent), and Hawaii (34 percent). Travel Agents were asked what Cruise Destinations are Experiencing the Most Significant Booking Growth or Decline. Below represents the Travel Agent responses. Growth Steady Decline 6 5
THE GROWING APPEAL OF RIVER CRUISING Among all types of cruising, river cruising is the segment that continues to show the most growth. Sixty-four percent of travel agents expect to sell more River Cruise packages this year, and 21 percent expect to see significant growth in River Cruise sales. The segment with the secondhighest expectation of growth is Large Ocean Ships, where 54 percent of agents expect to see growth. As Sandy Elson, of Bethesda, Maryland, said, The growing popularity of river cruises is very noticeable I m finding many of my clients switching from ocean cruising to river cruising over the past several years, especially my luxury clients and Baby Boomer clients. In your view, what is the current booking growth level of the following cruise ship categories? 3.36% 2.01% 1.34% 0% Ocean Liners Expedition Vessels Mega Ships River Cruise Ships Boutique/ Yachts Mid Size Large Significant Growth Growth Stable Decrease Significant Decrease 76
To What Extent Do The Following Factors Contribute To Your Clients Interest Into Booking River Cruises? More Intimate Experience Accessibility to Destinations Size of Ships Ease of Embarkation Calmness of the Sailing Visual Proximity to Land 0% 20% 40% 60% 80% 0 (Not Important) 1 2 3 4 5 (Very Important) The largest draw for river cruise passengers is the intimacy of the experience, with 83 percent of travel agents reporting that factor as important or very important. Seventy-three percent said the easy accessibility to the destination is important or very important. Other highly cited reasons for the appeal of river cruising were the size of the ships and the ease of embarkation. Joy Teet of Port St. Lucie, Florida, observed, Most like the all-inclusive experience, and that river cruises are more destination and land-driven than ocean cruising. They are more interested in cultural immersion. These observations were echoed by Sandy Grady of Bolingbroke, Illinois, who reported, Our clients also enjoy the fact that this is a different, more luxurious way to visit these destinations. 87
GROWTH AND STABILITY ACROSS ALL SEGMENTS It appears that all four cruise segments will be experiencing growth or stability for the rest of the year. The Mass Market segment is expected to show the highest growth this year, with 57 percent of travel agents expecting growth (including 16 percent who forecast significant growth). Fifty percent of travel agents anticipate growth in the premium category and 41 percent are looking for growth in the luxury segment. In your view, what is the current booking growth level of the following cruise segments? 0% Luxury Ultra Luxury Premium Mass Market Significant Growth Growth Stable Decrease Significant Decrease 98
CRUISING FOR ROMANCE AND FAMILY People enjoy cruising for many different reasons but the most popular types of cruises currently being booked by travel agents involve couples and families, which are almost equally popular. Closely following as the third-most popular cruises are multigenerational family vacations, generally involving grandparents and grandchildren. The least popular types of cruises being booked by travel agents are solo cruisers, promotional groups and, in last place, cruises awarded as work incentives or corporate meetings and events. Please Rank The Type Of Cruises You Are Currently Booking Couples Family Multi-Generational Family Affinity Groups Honeymoon Solo Cruisers Promotional Groups Incentives/ Corporate Meetings and Events 0 8 10 9
The evolving nature of cruising means that travel agents need to keep educating themselves on their clients needs so they can deliver the most desirable cruise package. As Helen Herbert, of North Olmstead, Ohio, explains, More people want multigenerational travel, meaning more need for accessible cabins, and accessible excursion choices. In Your View, What Is The Current Growth Level Of The Following Cruise Booking Parties 1 to 4 Guests 5 to 8 Guests 9 to 12 Guests 13 to 16 Guests More than 16 Guests 0% 20% 40% 60% 80% Significant Growth Growth Stable Decrease Significant Decrease Not surprisingly, given the popularity of couples and family cruising, travel agents are seeing the most growth in booking parties of one-to-four guests. Eighteen percent of agents are experiencing significant growth in this area and 64 percent are seeing some overall growth. The group booking size with the next highest level of growth is five-to-eight guests, with 49 percent of agents expecting some growth and six percent expecting significant growth. 11 10
ALL-INCLUSIVE OPTIONS DRIVE LUXURY CRUISES Many travel agents reported that their clients are looking for all-inclusive options, especially on luxury cruises. Two-thirds (66 percent) said that all-inclusive options were very important for their customers choosing luxury cruises. The second-most important factor, mentioned by 58 percent of travel agents, was unique travel destinations, followed by customized service and experience, which was mentioned by 50 percent of agents. The least important factors for luxury clients were size of ships (very important according to only 25 percent of agents) and staff to guest ratio (mentioned as very important by 21 percent of agents.) What Are The Most Important Factors For Your Customers Booking Luxury Cruises? All-Inclusive Options Unique Travel Destinations Customized Service Stateroom Amenities Culinary Options Enrichment Options Brand Reputation Size of Ships Staff to Guest Ratio 0% 20% 40% 60% 80% 0 (Not Important) 1 2 3 4 5 (Very Important) 12 11
SUMMARY Cruising continues to gain in popularity and travel agents expect the remainder of 2016 to be a period of growth. Travel agents are playing an increasingly important role in educating clients on the benefits of cruising and making sure that travelers are guided to the vacation of their dreams. River cruising is still rising in popularity, although mass market cruising seems to be the category with the highest potential for growth this year. Travel agents continue to provide important feedback from customers, including a desire for all-inclusive cruising and more opportunities for multi-family cruises. FOR QUESTIONS ABOUT THIS REPORT, PLEASE EMAIL SARAH KENNEDY AT SKENNEDY@CRUISING.ORG ABOUT THE TRAVEL AGENT CRUISE INDUSTRY OUTLOOK The CLIA Travel Agent Cruise Industry Outlook report is a quarterly study conducted by CLIA. The data and research are compiled based on online survey responses from the CLIA Travel Agent Research Panel, which consists of 700 travel agents from North America. Travel professionals in the cruise industry, can have their voice heard by joining the CLIA Travel Agent Research Panel. Simply email cliaresearchpanel@cruising.org. 13 12
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