‘Online user generated content taking over from cruise brochures’
Tuesday, 25 Feb, 2009
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Potential cruise passengers go online to do most of their pre-booking research and the brochure is becoming little more than a ‘timetable’.
These are amongst findings of research by P&O Cruises which emerged as part of parent company Carnival UK’s annual Cruise Report.
P&O Cruises’ managing director Nigel Esdale said: “We know there is deep suspicion about brochures and marketing messages with most people now preferring to base their choices on user-generated content on cruise websites.
“Our research tells us that people go online to do most of their pre-booking research so that by the time they get the brochure, they have already decided to book with us and just want to see what is on offer for the destination they want and the time slot they have for their holiday.
“The brochure is becoming almost just a timetable with full grids replaced with just a ‘from/to’ price and reference to our website for the full list of up to date fares.”
He added: “The technology is there to provide different website users with separate content and we are working hard to make this happen.”
And Esdale admitted that there continued to be perception problem with cruising.
“Every time we do research we get the same message coming through – many people still have the wrong perception of cruising,” he said.
“As more people cruise and talk about it to their friends, this problem is diminishing but it still needs a lot of reinforcement from us.
“We need to get the message out that cruising is not claustrophobic, that there is no chance of being bored on board and no truth in any of the other cruising canards which seem to have been with us forever,” added Esdale.
“It is easier to convey this now we have the big new ships with their broad choice of activities and entertainment, but we are still one of the few cruise companies running TV advertising.
“While there has been huge growth in newspaper cruise advertising, this tends to be price rather than product-led.”
The introduction of P&O Cruises’ largest ship Ventura last April and the first full year’s operation of Cunard Line’s Queen Victoria, combined with strong performances from its other lines, secured 20% growth for Carnival UK brands in 2008, according to the report.
*See linked 2009 Cruise Report stories.
by Phil Davies
Phil Davies
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