Cruises – US By Mintel International Group Ltd.

1. Cruises – US
Mintel International Group Ltd.
Report Highlight

2. About the Publisher
Mintel Reports have been providing the world’s leading businesses with the insight and
inspiration to create clever, targeted and successful marketing strategies for over 30 years.
As an internationally recognised market analyst, Mintel produces some 600 Reports into
European, US and UK-specific markets every year. Our series of Reports offers you a new
understanding of all the major food and drink, consumer goods, retail, finance, leisure and
travel markets. Mintel is also renowned for our research into changing consumer lifestyles
and the implications for business.
Each Report provides a unique overview of a market's dynamics and prospects, enabling
you to devise effective business strategies for both the short-and long-term.
While analysis of a market’s major players helps you track competitors or identify new
entry points, innovative consumer research offers you the chance to tailor your services to
consumer demand; a great way of boosting profits and growing your market share. Use
Mintel Reports to find out what motivates or deters consumers from making purchase
decisions, what they think about your business and discover how to best reach key target
audiences.

3. US Cruises
“The cruise industry is the fastest growing travel segment and is expected to continue its expansion through
added capacity. However, global per passenger revenues have remained essentially flat from 2008-13, which
begs the question of whether growth is sustainable, and how cruise lines will ensure that demand—and
revenues—will keep up with the increasing supply.”
– Fiona O’Donnell, Senior Lifestyles & Leisure Analyst
This report looks at the following areas:
Will demand keep up with increasing supply?
How have recent safety issues impacted the industry?
Do cruise lines need to provide a guarantee?
Is a la carte pricing the answer to keeping fares low while boosting profits?

4. Excerpt from the Table of Contents
MARKETING STRATEGIES
Overview
Direct marketing trends
Loyalty mailings
Acquisition
Figure 27: Share of customer acquisition and loyalty direct mail, January 2012-July 2013
CONTEMPORARY
Carnival Cruise Lines
Boosts marketing budget
Changes direction with “Moments that Matter” campaign
Figure 28: Carnival Cruise Lines, “24 Hours Onboard” TV ad, September 2013
Contacting lapsed cruisers with discounted cruise deals
Figure 29: Carnival Cruise Lines, loyalty direct mailing, July 2013
Other initiatives
Royal Caribbean International
Distances itself from negative publicity, builds anticipation for arrival of newest ship
Figure 30: Royal Caribbean International, “Experience Quantum of the Seas” complete video ad, April 2013
Figure 31: Royal Caribbean International, “Introducing Quantum of the Seas” TV ad, April 2013
Encourages cruising by promising higher status
Figure 32: Royal Caribbean International, loyalty direct mailing, July 2013
View Report

5. Title
Date
Air Fresheners - US - September 2013
September 01 2013
Apps and Applications - Ireland - July 2013
July 01 2013
Bread - Ireland - July 2013
July 01 2013
Digital Trends Autumn - US - September 2013
September 01 2013
E-Commerce - Europe - July 2013
July 01 2013
Foodservice - Ireland - July 2013
July 01 2013
Tablets - US - July 2013
July 01 2013
Hispanics and Personal Care - US - September 2013
September 01 2013
View More Reports from this Publisher

6. About Us
MarketResearch.com provides market research solutions to business professionals
seeking to enhance their business goals. We provide a number of business intelligence
solutions, from individual market research reports from over 700 leading global
publishers, to Knowledge Centers where clients can discover deeper business insight
products into a topic over time. Or perhaps your business needs a much wider view across
multiple industries and topics, if so, our Profound solution allows you to select specific
parts (graphs, tables, charts or sections) from different market research reports.
Our Account Managers have in-depth knowledge of the publishers and the various types
of reports in their respective industries. They give you unbiased and qualitative insights on
which reports will best meet your needs.
If you are interested in expanding your business or growing your market share, contact us
to get a free Consultation to Assess your Market Research Needs. We can help tailor a
solution that suits your unique business goals. One of our Account Managers will get right
back in touch with you.

7. For More on this Report and Additional Research
Visit MarketResearch.com
Or call
1-800-298-5699