Travel Agent - July 7, 2008 - (Page 56)

CRUISES CONTINUED FROM PAGE 54 book their cruise. By type, 88 percent of luxury cruisers prefer to book through travel agents. Among senior citizens, 77 percent are likely to tap travel agents to book their cruises. Seniors are followed closely by baby boomers at 73 percent. However, the most compelling number is the 69 percent of Gen-Xers (those defined by the study as being between the ages of 25 and 44), who enlist agents to book their cruises. Summing It Up The news remains good for the industry. Cruising continues to receive high customer satisfaction marks, both for its value and service quality. While interest in cruising continues to grow through TV spots and magazine campaigns, destination websites and plain word-of-mouth still maintain the most influence. Also spurring demand is the increasing number of U.S. homeports, which means that passengers can drive to their ship, instead of paying exorbitant airfares. Just as travel agents have increasingly become more attentive and better at their jobs, travelers have also gotten better at researching and ultimately booking a vacation. The word “savvy” often accompanies today’s traveler. In today’s vacation market, having some sort of professional accreditation is less optional than it may have been in the past. The CLIA study notes that two-thirds of all travelers consider a professional designation as a cruise expert to be extremely important; this number is even higher with cruisers (75 percent) and within that segment, 81 percent of luxury passengers believe strongly that agents should carry a professional designation. As the price of a cruise CONNECTING YOU For more information on industry numbers, visit www.travelagentcentral.com/trends-research rises, travelers expect their travel agent to be on par with the type of cruise they are selling. The lesson to agents: Take classes, get accredited and move more business. Contemporary lines attract the most firsttime cruisers, while luxury and contemporary lines both get high repeater rates. According to the study, the relatively high proportion (45 percent) of new cruisers suggests that the industry continues to attract first-time cruisers. These travelers are the backbone of continued industry success. Moreover, the study indicates that cruise marketing campaigns are having a positive effect. I WHO USES TRAVEL AGENTS TO BOOK CRUISES? Use Agents Do Not Use Agents About three-quarters (74%) of cruisers book at least some of their cruises with travel agents, down from 88% in 2002. While this percentage continues to remain quite strong, some of the decline may be a result of confusion by consumers who book their cruises on a travel agent website and are unaware of the source responsible for the booking. By type, luxury cruisers most often book through agents. Cruisers (2002) Cruisers (2004) Cruisers (2006) Cruisers (2008) CRUISERS Destination Luxury Premium Contemporary 88% 80% 78% 74% 80% 88% 83% 74% 12% Source: TNS and CLIA, 2008 20% 22% 26% 20% 12% 17% 26% 56 | TravelAgent July 7, 2008 http://www.travelagentcentral.com/trends-research

Table of Contents Feed for the Digital Edition of Travel Agent - July 7, 2008

Travel Agent - July 7, 2008 Online Now Contents Contributors From the Editor Europe: History and a Scenic Landscape Define Normandy Pacific/Asia: Kuala Lumpur Offers Luxury Shopping and Hotels Hawaii: Honolulu’s Nightlife is as Dazzling as its Sunshine Canada: VIA Rail Offers a New Way to Enjoy the Great North Las Vegas: Hotels and Casinos Away From the Strip Florida: Hilton Daytona Beach Offers Budget-Friendly Packages Central & South America: Panama is Poised to Become a Hot Destination Mexico: The ME Cancún Targets an Upscale Clientele Caribbean: Maxim Opens a New Resort in Puerto Plata The Latest News and Notes from Dominica Cruises: A CLIA Study Offers Good News About Cruising Cartagena and Santa Marta Offer Two Different Sides of Columbia Cover Story: Wendy Goodenow Industry In Crisis: A New Report Offers a Gloomy Forecast for the Airline Industry Hotels: Prince Edward Island Celebrates Anne of Green Gables EZGuider: Vacation.com Launches a New Platform Agenda: Fam Trips, Deals & Incentives, Calendar Opinion Consortia Can Be An Agent’s Best Friend MLT Expands Roles and Offerings Malaysia Continues Agent Push In the Spotlight Agent Access Classified Marketplace Editorial Index Advertising Index Trendwatch

Travel Agent - July 7, 2008

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