CLIA reports continued satisfaction with cruises
Saturday, 16 Aug, 2011
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The Cruise Lines International Association (CLIA) released its latest consumer study but there were no surprises as satisfaction remains high and is a definite driver of repeat business.
Overall satisfaction rates were 94 percent. Compared to other vacations, cruises were among the leaders in “extreme satisfaction.”
“Based on analysis of responses to the Cruise Market Profile Study, the cruise industry can be optimistic about its continued growth and success,” said Christine Duffy, CLIA’s CEO and President. Other findings:
- Based on responses to the survey, 36 million Americans (25 years+, $40K+ income) have an intention to cruise in the next three years, up from 33 million in the 2008 study and 31 million in 2006.
- Seventy-seven percent of past cruise vacationers expressed interest in a cruise vacation in the next three years and 50 percent of non-cruise vacationers expressed an interest in taking their first cruise within the next three years.
- People view all vacation categories as somewhat expensive but most people view cruise vacations as a “superior value.” Nearly twice as many (17 percent) equate cruising with very high value as land-based vacations (9 percent). Among past cruise vacationers, the gap swells (21 percent vs. 8 percent) as a result of past experience.
- Awareness of the cruise vacation experience is high and growing. Thirty-two percent of the study’s representative sample cites increased awareness of cruise vacations in the past year or two – four times as many who expressed decreased awareness (eight percent).
By David Wilkening
David
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