21 January 2010

CLIA: wave season strong year round despite economy

The cruise ship industry continues to grow despite the economy and the Cruise Lines International Association (CLIA) says there will be 26 new ships this year and a 6.4 percent growth rate. Other trends identified by CLIA:

• Travel agents are optimistic about the coming year, with 75.7 percent anticipating an increase in sales and another 11 percent expecting to hold even with 2009. Most agents surveyed looked forward to sales increases of approximately 15 percent.

• Although the cruise selling season spans the entire year, the traditional "Wave Season" (January-March) will continue to be important for cruise sales, according to agents, with 83 percent predicting an increase in booking volume of 10-20 percent.

• Consumers, according to agents, continue to express strong interest in all types of cruising. High interest in contemporary cruising was expressed by 73 percent of clients, followed by premium cruise lines (49.7 percent) and destination/niche cruise products (47 percent). One of the most dramatic findings was the high interest in river cruising by 34 percent of clients.

• Cruising continues to rank number one among consumers for perceived value, vacation interest and, for travel agents, ease in selling.

• The anticipated top cruise destinations for 2010, by volume of sales, according to agents, are: The Caribbean/Bahamas, including eastern Mexico, Alaska, Mediterranean and Greek Islands/Turkey, Europe, Hawaii, Panama Canal, West Coast of Mexico, Bermuda, European rivers and Canada/New England.

• The top "hot" destinations (consumers increased interest) include: The Mediterranean, the Caribbean, Alaska, European rivers, Europe, Hawaii, Panama Canal, West Coast of Mexico and the Bahamas

• Couples dominate cruise demographics although agents report continued growth in families, extended families, and friends traveling together as well. Seniors also continue to be an important segment.

• Agents say there remains strong interest in group and affinity travel, with some reporting more than 40 percent of their business.

• The continuing popularity of themed cruises continues to grow,

• The biggest future growth should come from baby boomers and repeat cruisers.

By David Wilkening