Albany, NY -- (SBWIRE) -- 10/29/2014 -- Cruise ships will continue on their evolutionary path from ships to hotels-at-sea to floating destinations, becoming as much a focal point as the places visited, with operators hoping that customers will be willing to trade some of the itinerary for a better on-board experience. This is a difficult balancing act though. The key selling point for cruise holidays remains the itinerary and it is doubtful how far this can be diluted without compromising the appeal of the product.

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Table of Content

Introduction

Definition
Abbreviations

Executive Summary

The market
Growth stalled but major capacity increase due in 2015
Figure 1: Volume forecast of sea cruises, 2014-19
Figure 2: Value forecast of sea cruises, 2014-19
Full steam ahead for no-fly cruise
Figure 3: UK sea cruise market, fly cruises versus UK port departures, 2008-13
Market factors
Fuel challenge
Ageing society offers big opportunity
Figure 4: UK age group projections, 2014-2034
Companies, brands and innovation
Figure 5: Top ten global cruise brands estimated share of global capacity, 2014
New vessels offer high-tech and design-led approaches
Co-creation cruise
Excursions forced to raise their game
The consumer
Three in ten adults are would-be cruisers
Figure 6: UK adults by sea cruise holiday target groups, July 2014
The gastro-cruiser
Figure 7: Influences on choosing a cruise holiday, July 2014
UK port departures now more popular than fly-cruise
Figure 8: Interest in taking particular types of cruise holiday, July 2014
Several holidays in one
Figure 9: Attitudes towards cruise holidays, by ‘interested’ target groups July 2014
What we think

Issues and Insights

How might rising fuel costs re-shape the cruise product?
The facts
The implications
On which demographic groups should cruise brands concentrate their marketing resources?
The facts
The implications
What are the opportunities for river cruises?
The facts
The implications
How can cruise holidays appeal to AB independent travellers who would not normally consider a mainstream cruise?
The facts
The implications

Trend Application

Make it Mine
Extend My Brand

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