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CRUISING–BRANDING THE WAY WE TRAVEL!

Aug 3, 2018

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CRUISING—BRANDING THE WAY WE TRAVEL!

 

As I stood recently and gazed at the life-sized model of Noah’s Ark in (of all places) Williamston, Kentucky recently, I was amazed at the sheer size of the boat that took all those animals two-by-two according to the Book of Genesis.  It’s the same awe that I have experienced as I gazed at cruise ships at the Port of Tampa, San Diego, Miami,  and Sitka, Alaska over the years.  I just can’t imagine how those mammoth ships with 3000-5000 passengers and crew and all that food manage to stay afloat and weather the storms of the sea day after day.  More significantly, I’m still amazed at how the cruise industry—and the brands that make up the fleets—continue to grow every year despite the intense competition from planes, trains and automobiles.

 

According to Cruise Market Watch, cruise ships carried over 25 million passengers worldwide in 2017 (over 14 million in the U.S. alone) and will continue to grow at a rate of almost 7% to nearly 28 Million passengers by 2020.  This year the cruise lines will add another 13 ships (all bigger and with more amenities than ever) this year.  And the potential is enormous when you consider that the total number of cruisers is still only half of the visitors to Las Vegas.

Now, I’ve never been a big fan of ocean cruisers, having only taken two in my life (although the Disney Cruise could make me change my mind).  I have taken four European river cruises in the past few years and really have enjoyed that experience immensely and expect we’ll be on a few more in the future.  I like the idea of being with only 100-125 other passengers, never being more than 100 yards from shore, having excellent dinners in a first class restaurant, and being able to go ashore to see great cities easily and comfortably.

 

Still, I wonder why cruising is so popular when it is so easy to fly (ok air travel isn’t what it used to be) and get to your destination quickly and efficiently.  Airports are more convenient than ever.  Airlines (like Allegiant) are giving nonstop service to many secondary markets.  Airfares still have some bargains and good reward programs.  And schedules continue to grow so you usually can go when you want to where you want all year.   I believe the growth comes from the major lines like Princess, Carnival, Norwegian, Holland America etc, appealing to more travelers branding themselves as a more relaxing, less hassle, more exciting way to travel.  Princess Cruise lines a few years ago ran an award winning commercial that hit the airline travel problems right on the head.  Take a look at it by clicking on this link:

https://youtu.be/-cjPhdZBey8?list=PLdjNdhdEOrak-EoFvJxdpzNSpTWF4hoKU&t=2

There’s no doubt that air travel has its downfalls and this spot uses hyperbole to accentuate all of them and how cruising is a relaxing alternative.  I mentioned Disney who continues to expand its destinations for its cruise ship division.  Disney has managed to take the benefits of its theme park and media brands and execute them on their ships with personal service on board as well as in setting up the trip. They consistently prove that these cruises aren’t just for kids either by providing adult areas and activities that make us grandparents happy to pay for the entire family as a great excursion for every member. Princess for years has developed loyalty by not only providing a great cruise experience but also by providing their own travel company excursions at every port to make it easy and a one-stop process.  Carnival continues to appeal to younger travelers with many kids activities on board and at the ports.  And I could go on.  Cruise ports are more travel passenger friendly as well.  They have figured out how to brand themselves and build their business with loyalty perks that bring back cruisers time and time again. (we have friends who have cruised over 20-25 times).

 

It’s another case of understanding your customers and competitions, then developing a brand strategy that provides value and a relationship that builds market share.  I’m not sure Noah’s brand was targeted at a better alternative to a flood or seeing animals in nature or a zoo, but provide what people need and want and then marketing creatively and consistently build a growth industry.