CRUISE INSIGHTS PRESENTATION 2016 JULIE O BRIEN SENIOR ADVISOR - CRUISE julie.obrien@queensland.com
A VALUABLE CONTRIBUTION.. = 1 average ship call 4 X A380 PASSENGER JETS 1 SHIP CALL
The Economic Benefit to Australia Australian destinations welcomed: 46 cruise ships 10 new 72,951 passenger capacity 31,230 crew capacity 1015 port calls 2,762,000 passenger days at port $1.734b direct expenditure $2.888b economic impact
The Economic Benefit to Queensland Queensland ports welcomed : 193 cruise ship visits in 2010-11 and 328,863 passenger days 239 cruise ship visits in 2011-12 and 442,253 passenger days 215 cruise ship visits in 2012-13 and 453,573 passenger days 238 cruise ship visits in 2013-14 and 505,130 passenger days 275 cruise ship visits in 2014-15 and 645,942 passenger days 329 cruise ship visits in 2015-16 and 776,244 passenger days 20% growth in Queensland during 2015-16 Passenger spend in Queensland is $265.6m Value add of $305.4m from an output of $645.6 m
TEQ AND RTOS WORK IN PARTNERSHIP Objectives: Increase Queensland s share of cruise visitation to Australia Increase base porting and transit visits to Queensland Increase visitation to and inclusion of Queensland destinations in itineraries Increase visitor expenditure during their cruise holiday Activity: Attraction Data collection Australian Cruise Association CLIA Famils Relationships with stakeholders Support regional growth
Sell Queensland
Optimise the cruise opportunity
CRUISE WHO S WHO - CCL
CRUISE WHO S WHO - RCCL
CRUISE WHO S WHO SOME OF THE OTHERS
WHAT ARE THE OPPORTUNITIES Shore Excursion Program Independent passengers
STRUCTURED DISTRIBUTION CHANNEL Shore Excursion Program Consumer Cruise Specialist / Travel Agent Cruise Line Ground Handler (Inbound Operator) Product Supply side
HOW IT WORKS Cruise Line Inbound Tour Operator (ITO) Suppliers Suppliers Suppliers Tourism Bodies Note: ITO s can also be known as Ground Handlers
How it works Cruise Line contacts the Inbound Tour Operator and requests a proposal for excursion program ITO contacts local suppliers and creates the package or shore excursion This process begins 6-12 months prior to the first ship calling Shore Excursion Executive from Cruise Lines relies on ITO, who is based in country. Once appointed, the ITO coordinates and controls every shore excursion that is offered in that port and is at the terminal coordinating the programs throughout the day.
How ITOs work Once you are in the program : ITOs and Cruise Lines create shore excursion program. Shorex product is on Cruise Line website where pax book directly. Bookings close a few days before cruise departure and the ITO will know the preliminary numbers at that point. Further bookings are then controlled by the Shorex Manager on board the ship. Onboard Shorex Manager will book shorex and update the ITO with numbers up until about 24 hours prior to arrival of ship in Port. If the Port is at the beginning of the itinerary, onboard bookings will be very last minute. The ITO will keep the operator up to date with numbers of pax. Help ITO by providing high quality brochure ready copy - strong images, video anything to assist in the marketing of the product
MAJOR CRUISE FOCUSED INBOUND TOUR OPERATORS Abercrombie and Kent AOT Cruise Bob Wood Travel Group Intercruises Insight Shoreside Services
PITCHING YOUR EXPERIENCE Flexibility Talk about how the passenger will feel Work with the ITO Create options Unique not available online Set a competitive price Do it now
INDEPENDENT PASSENGERS Internet savvy Looking for authentic experience Looking to engage with locals Data shows high value spenders Looking for opportunity to buy Different needs for different brands
MAP THE PASSENGER JOURNEY Walk in their shoes Make it easy access, signage, waiting time Make it interesting regional specific, story-telling Lists best coffee, Alternative Townsville, street art, must dos Make it customized to them When can they buy? Review each touchpoint from the passenger perspective
EVERY BUSINESS IS IN TOURISM ON A CRUISE SHIP DAY Welcome Signage Personal Special offers Sidewalk sale Wifi Collaborate with others Foster relationship with VIC Optimise website cruise words
CREATE A REASON TO STAY AND SPEND
OPTIMISE YOUR WEBSITE
OPTIMISE YOUR WEBSITE Shore tours Tours in Roatan Roatan Shore Tours Independent tour Cruise ship Cruise ship terminal Shore excursion Best shore excursion
HOW OTHER REGIONS WORK
COLLABORATE AND COMMUNICATE Communicate the schedule Investigate the brand Know the market Make the effort Share your wins Build reputation Talk it up
Questions? julie.obrien@queensland.com