Continuing smooth sailing for cruise business

The US economy has its share of uncertainties but the cruise industry is receiving high marks from consumers and is well-positioned for continued growth, say tourism observers.

The Cruise Lines International Association’s (CLIA) latest survey reinforced that cruises remain a healthy industry offering perceived value. Last year, 9.6 million Americans took a cruise but more than 12.5 million cruisers on CLIA member lines are expected this year.

“Based on this year’s study, 33.7 million Americans stated intent to cruise within the next three years,” the study said.

The study also shows that travel agents, who sell the great majority of cruises, remain a vital part of the industry and are perceived by travelers as providing the best service in vacation and cruise planning.

More than two thirds of cruisers said CLIA’s Cruise Counselor Certification would influence their choice in selecting a travel agent to plan and book their vacation.

“Given the current economic climate, we are particularly pleased to see that American cruisers remain bullish on the industry. Their high satisfaction with a wonderfully diverse cruise product drives their intention to take more cruises,” said Terry Dale, CLIA’s president and CEO.

Among the key findings of CLIA’s 2008 Cruise Market Profile Study:

— Consumer interest in cruising continues to be strong despite downward pressure on travel in general due to the economy and fuel costs; 77 percent of past cruise vacationers and 55 percent of vacationers who have yet to take a cruise expressed interest in doing so within the next three years.

— CLIA survey respondents who indicated a “definite” or “probable” intent to cruise within the next three years represents almost 34 million adults from the target market (at least 25 years of age with a minimum household income of $40,000).

— An overwhelming majority or 94.8%of all cruisers rate their cruise experience as satisfying with 44% claiming the highest “Extremely Satisfying” ranking.

— The general profile of the 2008 cruise vacationer is upscale (with a median household income of $93,000), educated (69% have a college degree) and the median age of cruisers is now 46 years old, down from 49 in 2006, which shows that cruise vacations continue to appeal to younger travelers.

— Cruise vacationers agree (80%) that a cruise is a great way to sample destinations that they may wish to visit on a future land-based vacation.

— Both past cruisers (69%) and cruise prospects (56%) recognize a cruise vacation as providing very high value for the vacation dollar. Those who have experienced the inclusive nature and service of a cruise vacation rank cruising as the best vacation value.

Report by David Wilkening