WHILE older generations of travellers may have been a popular and responsive segment for the cruising industry in pre-COVID times, they are now less likely to cruise post-COVID, the University of Queensland’s Cruising in the COVID-19 era study has found. The report, which incorporated responses to four different scenarios about...
WHILE older generations of travellers may have been a popular and responsive segment for the cruising industry in pre-COVID times, they are now less likely to cruise post-COVID, the University of Queensland’s Cruising in the COVID-19 era study has found.
The report, which incorporated responses to four different scenarios about future cruising, also found cruise lines may have more luck targeting higher-end segments of passengers who are well-travelled.
The study suggested these travellers may look to substitute their overseas travel adventures with a local cruise itinerary.
It also suggested pricing strategies should consider safety and quality over low-cost deals, aiming for high yield over high occupancy, with respondents opting for smaller ships of less than 1,000 passengers when given the choice.
Frequent cruisers will continue to be a valuable source market, thanks to their devotion to cruising, and status attained via loyalty programs.
However, it may be that the older generations within this segment may be less responsive, the study pointed out.
Associate Professor Gabby Walters told Cruise Weekly the study enabled researchers to see how prospective cruisers are likely to respond to the pandemic and the constantly changing travel environment.
