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Travel providers: look at cruise profit potential
A new study finds growth potential and travel profit opportunities in meetings at sea.
MICE represents a promising growth area for "business cruising," as corporate travel and meeting budgets show recovery and the line continues to blur between work and personal life.
Nearly two-thirds (62%) of respondents who were familiar with MICE cruises reported they are likely or possibly likely to book an onboard meeting or event in the next year. "Cruise ships are either already equipped or rapidly preparing to accommodate business passengers of any group size," said Bob Sharak, Executive Vice President of Marketing and Distribution for CLIA.
The Cruise Line International Association (CLIA) did the study in connection with Amadeus.
Further publicizing MICE opportunities will help sell more cruises, says Carolyn Cauceglia, Vice President, Strategic Sales & Account Management, Amadeus North America.
The study found only 9% of travel professionals are "very familiar" while 48% are "not familiar" with the offerings on cruise ships related to MICE.
Approximately 1 in 5 respondents (21%) see a great deal of opportunity in the market segment. Cauceglia says a disconnect remains, however, with only 1/3 of respondents reporting that they are ready to book business-focused cruising.
The report is Titled "Mixing Business with Pleasure."
By David Wilkening
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