Tag Archives: cruise growth

CLIA seeking ‘better connections’ via YouTube channel

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CLIA seeking ‘better connections’ via YouTube channel

By Laura Del Rosso
InsightCLIA unveiled Cruise Industry TV, a YouTube channel with videos aimed at consumers, travel agents and the cruise industry.

The content includes a message from Bob Sharak, CLIA executive vice president, describing CLIA’s certification programs and the value of the designations to sharpen knowledge and the ability for agents to promote expertise to customers.

CLIA agents can share consumer-targeted video on the channel to showcase their expertise as CLIA members. One two-minute video aimed at the general public explains the benefits of using a certified agent, likening booking a cruise without a certified agent to undergoing surgery with an unskilled surgeon.

“Videos are a great, easily shareable way for us to explain the many different areas and unique features of the industry,” said David Peiken, a CLIA public affairs spokesman.LauraDelRosso

“We hope certified travel agents will use Cruise Industry TV to learn about topics ranging from the industry’s certification processes to some of the most popular options for cruisers, which will help create even better connections between the agents and their customers,” he said. “We look forward to the feedback from our incredible base of certified travel agent members to see what they have found most useful and how Cruise Industry TV has allowed them to provide even better service to their customers.”

Other videos offer tips and features to help vacationers book a cruise and an industry section highlights operational practices.

“Cruise Industry TV is the one-stop hub for videos about the industry and its commitments to its passengers, the environment, health and safety, and communities around the world,” Peiken said. “Our goal with Cruise Industry TV is to ensure the latest video content about the industry is easy to find and easy to share, and YouTube is the best platform to do both.”

Cruise Industry TV  is designed to complement CLIA’s other social media, including Duffy’s CEO Blog, Twitter feed and CLIA’s cruise fan Facebook and Twitter pages.

The task of expanding cruising globally

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The task of expanding cruising globally

By Tom Stieghorst

*InsightThe biggest challenge for the cruise industry over the next decade may be the cultural one.

As cruise lines peer into the future, their prospects more than ever depend on countries where cruising is unfamiliar as a vacation option. The good news is that few people outside of North America have been on a cruise, meaning there’s plenty of potential for growth. But in many countries it’s still too early to tell if cruising is going to be a long-term hit with vacationers.

Cruising is largely an Anglo-American vacation. When the number of people who have cruised is measured against total population in various countries, the top four markets are the U.S., the United Kingdom, Australia and Canada. In all of these countries, more than 2% of the population has cruised.

*TomStieghorstGermans also appear to love to cruise.  Some of Carnival Corp.’s best performing ships sail for German brands.  The number of cruisers from Germany could overtake the total from the U.K. within five years, CLIA President Christine Duffy recently forecast.

Next comes Italy, home to Costa Cruises and MSC Cruises, but it produces only 4% of the world’s passengers, notes a report from Stivel Nicholas analyst Steven Wieczynski. By comparison, according to Stivel Nicholas, Germany accounts for 6% of global passengers, and North America accounts for 75%.

“While passenger counts from the other major European markets, including Italy, Spain and France, continue to grow, overall market penetration remains subdued,” he wrote in a recent report.

In Asia, many Japanese travel abroad, but relatively few go cruising. Although Princess Cruises is taking another stab at developing the market in Japan, some cruise executives say the idea of a cruise hasn’t taken root in that country.At a recent cruise conference in Hong Kong, Carnival Asia CEO Pier Luigi Foschi said the penetration rate for cruises in Japan is 0.08%, compared with about 3.4% in the U.S. In China, it is even lower, at 0.04%.

To their credit, Carnival and other cruise companies are investing significant sums to experiment in Asia to figure out what kind of cruise might appeal to residents there.

The potential for gaining even a small part of the 80 million Chinese who traveled abroad last year is too tempting for the cruise lines to pass up. The challenge will be creating a cruise for the non-Anglo world that translates well into the local vacation culture.