AUDIENCE PROFILE: CRUISE DEMOGRAPHICS

Result of research conducted by the Cruise Lines International Association

The average cruise passenger is younger and wealthier than ever before, according to the Cruise Lines International Association’s Market Profile Study released April 10.

CLIA’s survey is based on 2,482 national online interviews conducted among its target market: adults 25 and older with a minimum household income of $25,000.

The average age of cruisers is now 49, the lowest ever, and the average cruise income is now $104,000, hitting above six figures for the first time.

According to the study, 31 million people expressed a strong interest to cruise, while 49 million already have, or 39% of the core market consumer. Cruising also had the highest percentage of “extremely satisfied” customers, at 45%, just edging out all-inclusive resorts, which has 42%.

Total Representative Market: The median (the point at which half of the respondents fall below and the other half places above) respondent age is 49, representing median annual household incomes of $104,000. Nearly two-thirds (63%) hold full time jobs; one in eight (13%) is retired. Over half (58%) are college graduates; most are white (93%). Respondents are evenly split by gender (49% male and 51% female), a result of the quota imposed for the study.

Compared to Prior Study: Consistent with the higher income requirements in 2004, the average income increases and seniors and retirees comprise a larger segment of the sample.

Cruisers tend to be older (median of 49) than average respondents (44), with higher household incomes ($104,000 vs. $71,000), and higher levels of educational attainment (65% college grad vs. 58%; 24% post-graduate vs. 18%). Both groups are predominantly married (83% cruisers vs. 82% total). Consistent with their older age, cruisers are more likely to be retired (19%) than those in the total representative sample (13%).

Non-Cruiser Vacationers, defined as those who spend three or more nights away from home for leisure trips, are the youngest of the four segments (42) and most likely employed (67%). Their median household incomes are similar to those of average respondents ($69,000 vs. $71,000 as noted above), but below cruisers ($104,000).

Non-cruisers/Non-vacationers indicate substantially lower median household incomes than cruisers ($62,000 vs. $78,000), less formal education (41% graduated college vs. 65%), and are slightly older (49 vs. 47), but are similar to cruisers in other measures: the proportion that works full-time (60% vs. 58% cruisers) and marital status (82% vs. 83%).

Decision Influences

Internal sources dominate the major influences for vacations or cruises, i.e., word of mouth (45%), always wanted to go there (38%), and spouse or travel companion desire (38%). On the other hand, destination websites (37%) influence more than a third.

Distinct differences appear between cruisers and vacationers with respect to the information sources that influenced their last vacation/cruise choice. While word of mouth is the most influential for both groups, vacationers seem more susceptible to it (47% vs. 40%). Cruisers respond to a greater degree to external marketing/promotions:

Internet ads, magazine ads and articles, travel agents, and, of course, cruise websites, as summarized below:

Vacation-influencing information sources closely resemble those used, with one major exception. Travelers rely on websites, both for destinations and cruises, significantly more often.

Home Page

Standard Advertising Units:
Top Banner: 620 x 80            $1500 per month
Bottom Banner: 338 x 80       $  750 per month
Skyscraper: 120 x 600           $ 900 per month

Box: 116x74                          $ 350 per month
Minimum Net Investment: 3 months

Targeted Editorial Sections

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location with an exclusive top of page featured advertisement

Top Banner: 700 x 90 $1000

Minimum Net Investment: 3 months

Text Links
Advertise your deals with short descriptive text links.
Each 3 Line Text Link: $250 per month

Minimum Net Investment: 6 months

Cruise Traveler Online Newsletter
Sponsor Cruise Traveler's  editorial e-newsletter and
get into the email boxes of more than 40,000
subscribers. One Single Sponsor per e-mail.
Net investment: $1,000 per drop

Don't miss the chance to be part of this targeted marketing opportunity.  For more information on Cruise Traveler Online, please contact Marty Trencher  at Marty@traveldirect.cfl.rr.com

Cruise Traveler Magazine let you convey a specific message, that is affordable, well targeted,

timely and actionable.

How to integrate your message into our content.

Exclusive Page Content

A number of our pages are very content specific and allow a cruise line to not only display their message through traditional banner, text or button advertisements but also through our unique "advertorial" concept.

On every page that contains a single cruise line article about your cruise line, the banner, text or button advertisements on that page could be exclusively positioned for your cruise line.  Plus, a link to any special offers you may have on your web site.

E-mail Promotion
Cruise Traveler Magazine sends out an editorial newsletter every week to over 40,000 opt-in readers. Your cruise line can be exclusively featured will targeted promotions, cruise specials, and editorial content. Your company can have a link to a web page at your web site where guests can register to receive your e-mail blasts.

Cruise Line Specific Articles
Provide us with an article every 90 days. This "advertorial" content is free when you advertise with Cruise Traveler Magazine.

To see an illustration of the cruise line specific articles, click here

Don't miss the chance to be part of this targeted marketing opportunity.  For more information on Cruise Traveler Online, please contact Marty Trencher  at Marty@traveldirect.cfl.rr.com