cruise review 2014

Transcription

cruise review 2014

CRUISE REVIEW 2014
PUBLISHED MARCH 2015
CONTENTS
2015: A SPECIAL YEAR FOR UK CRUISING 3
EXECUTIVE SUMMARY 2014 5
MARKET BECALMED BEFORE 2015 SURGE 6
CARIBBEAN COUP 8
RECORD NUMBER OF UK PORTS VISITED BY CRUISE SHIPS 10
THE LONG GOODBYE (TO WINTER) 11
CRUISING REMAINS BEST VALUE 12
SILVER TRAVELLERS BECOME COMPULSIVE CRUISERS 14
WHEN IT PAYS TO PLAN AHEAD 15
BRAND LOYALTY MAJOR FACTOR IN CRUISE CHOICE 16
CRUISING’S NORTH:SOUTH SHIFT 17
A TALE OF TWO RIVERS 18
2015: A SPECIAL YEAR FOR UK CRUISING
All the indicators suggest that 2015 will be the
best year in the UK cruise market’s history.
Record numbers of cruises should be taken as a result of the higher
profile created for cruising by a combination of events which include
the arrival of two brand new ships operating out of Southampton.
Britannia is the largest ship built for P&O Cruises and also the largest
ever dedicated to the UK market. Royal Caribbean International’s
Anthem of the Seas is an even larger ship and sister to the groundbreaking Quantum of the Seas which created much press and social
media coverage when it visited the UK last year.
Both represent significant increases in capacity for the ex-UK market
and they are not the only arrivals to do that.
Cruise and Maritime Voyages has acquired a new ship, Magellan,
for its fleet which will boost its own capacity in this market by 40%.
And Princess Cruises is also adding extra beds by bringing the Royal
Princess to Southampton this summer just two years after the ship was
named at the port.
There has already been an upsurge in TV, radio, press and online
marketing activity by the cruise lines in support of all the new ships
and as a result, cruising has moved to the top of the agenda among the
travel trade and their holidaymaking clients.
There is confidence that 2015 will reverse last year’s one off dip in
passenger numbers and almost certainly top the peak 2013 total of
1.72m.
2
3
EXECUTIVE SUMMARY 2014
Growth for Mediterranean and Caribbean means fly-cruises reverse
trend towards UK port departures
Increase in passengers taking 3-plus cruises a year
Cruises to Western Europe top 200,000 for first time
Fall in cruises from UK to Mediterranean and Norway and also in
Arabian Gulf fly-cruises
Small dip recorded in bed nights of less than 1%
Record number of UK ports visited by cruise ships
UK cruise consumers choose longer itineraries, particularly in winter –
and they are also booking earlier
All-inclusive packages are an increasing influence on cruise choice
A fourth successive year of growth for the UK river cruise market
4
5
MARKET BECALMED BEFORE 2015 SURGE
Following a few years of slow growth, the
number of UK and Ireland ocean cruise
passengers has dipped.
Several major cruise brands moved some
capacity away from the traditional UK port
market in 2014 and, although that prompted
a 14% increase in Caribbean fly-cruises,
there was an overall downturn in the
number of UK passengers last year.
Another factor in the fall was a trend
towards longer cruise itineraries but this
also meant that the number of bednights
booked actually fell less than 1% (0.8%).
1 UK Ocean Cruise Market
The 4.8% drop in passengers was the first
since 1986 when numbers fell by 500 to just
91,500. To put cruising’s subsequent growth
into context, 2014’s total – despite the
decrease – was 1.64m.
It does, though, reflect the expanding
reach of the now-global cruise industry and
the increasing competitiveness between
markets and destinations to secure cruise
traffic which brings such significant local,
regional and national economic benefits.
2 Bednights booked by UK passengers
Year
Passengers
(000s)
% change
2005
1,071
4.1
2006
1,204
2007
2008
Rapid growth in the German cruise market
sees that country now ahead of the UK as
the world’s second largest source market
for cruises taken, whilst UK recorded more
bednights and its smaller population means
that the UK still has a higher penetration of
cruise-buyers.
However, renewed investment and a
new focus from the major air-based tour
operators on copying the cruise model by
offering a more inclusively-priced product,
has increased competition between the two
sectors.
Since 2001, UK-sold cruises have also
doubled their share of foreign holidays
booked from the UK and nearly trebled
their share within the package holiday
sector.
3 Ocean Cruising’s Share of Foreign Holidays Market From The UK
Foreign Holidays
(000s)
Foreign Inclusive
Holidays/tours
(000s)
Ocean Cruise
Holidays**
(000s)
Ocean Cruises’
share of inclusive
foreign holidays
Ocean cruises’
share of all
foreign holidays
38,670
36,442
36,819
36,173
37,604
38,744*
20,631
14,257
14,740
14,470
15,465
16,122*
776
1,622
1,700
1,701
1,726
1,644
3.8%
11.2%
11.5%
11.8%
11.2%
10.2%
2.0%
4.5%
4.6%
4.7%
4.6%
4.2%
Year
Bednights
(000s)
% change
Year
2008
15,378
18.4
2001
12.4
2009
16,943
10.2
2010
1,335
10.9
2010
17,735
4.7
2011
1,477
10.6
2011
18,524
4.4
2012
2009
1,533
3.8
2012
18,472
(0.3)
2013
2010
1,622
5.8
2013
18,064
(2.2)
2014
2011
1,700
4.8
2014
17,915
(0.8)
2012
1,701
0
Source: IRN Research for CLIA UK & Ireland
* Estimated ** Includes Republic of Ireland
Source: IRN Research; International Passenger Survey Crown Copyright 2015
2013
1,726
1.5
2014
1,644
(4.8)
6
7
CARIBBEAN COUP
Recent changes to the controversial Air
Passenger Duty, which now make Caribbean
flights more affordable for families, came
too late to impact last year’s fly-cruise sales.
This makes their 14% rise in 2014 all the
more impressive.
It is a more mixed story for the
Mediterranean as, although the number
of people flying to join their cruise was
marginally up at 441,000 (the second
highest on record), the number of cruises
taken from a British port to the region was
down 15% because of the reduced capacity.
There was a 40% dip in cruises to Norway
from a UK port but this did follow several
years of unprecedented growth which
meant that the 130,000 in 2014 was still
double the number taken just seven years
earlier. Cruises to the Baltic, which had
not grown quite so rapidly, continued to
increase steadily increase in 2014.
4 Destinations Booked by UK Passengers (000s)
Destination
2001
2010
2011
Western Europe has also seen major recent
growth and has not been impacted by
capacity changes so cruises from the UK to
Western Europe topped the 200,000 mark
for the first time and was double the 2011
figure.
Asia and Australasia are the hot topics
in global cruising right now, with the
emergence of the Chinese and
re-emergence of the Australians as
enthusiastic cruisers. These two regions
have also created interest in the UK with
passengers rising by nearly a third last year.
The Arabian Gulf, on the other hand, has
seen passenger numbers dropping sharply
in 2014. However, recent moves by several
major cruise lines to re-enter that region or
increase their capacity suggests that this
will be just a temporary setback.
5 UK Port Cruises Vs Fly Cruises
2012
2013
2014
% change
14/13
Passengers
(000s)
%
growth
UK Port
Passengers
(000s)
%
share
Fly Cruise
Passengers
(000s)
%
share
Mediterranean
334
697
767
698
643
613
(5)
Year
Northern Europe
98
303
342
443
531
467
(12)
2008
1,477,000
10.6
557,000
37.7
920,000
62.3
Caribbean
146
272
238
189
183
205
12
2009
1,533,000
3.8
594,000
38.8
939,000
61.2
Atlantic Islands
77
98
116
145
161
151
(6)
2010
1,622,000
5.8
653,000
40.3
968,000
59.7
Other Areas
121
252
237
226
208
208
(0)
2011
1,700,000
4.8
729,000
42.9
971,000
57.1
(5)
2012
1,701,000
0
807,000
47.4
894,000
52.6
2013
1,726,000
1.5
844,000
49.0
883,000
51.0
2014
1,644,000
(5)
739,000
45.0
905,000
55.0
Total
776
1,622
1,700
1,701
1,726
1,644
8
9
RECORD NUMBER OF UK PORTS VISITED BY CRUISE SHIPS
There was a 12% rise in passengers calling
at UK ports during a 2014 cruise so that
their number had more than doubled in just
five years.
But that decline in UK passengers cruising
from UK ports meant that overseas
passengers embarking in the UK increased
their share to 22%.
Another 12% rise this year would push the
total over the million-mark and the benefits
are being spread more widely with 57 ports
– a record number – handling cruise calls in
2014.
THE LONG GOODBYE (TO WINTER)
UK cruise passengers have been voting with
their feet when it comes to coping with
grey and gloomy British winters. They have
taken longer and longer cruises with the
average for 2014 increasing by more than a
night to 13.3 nights – the longest for more
than a decade.
With a more modest increase in the
summer average, the typical cruise length
last year was just short of 11 nights.
6 Embarkations at UK Ports (000s)
Year
2008
2009
2010
2011
2012
2013
2014
Total Embarkations
714
733
833
878
962
1062
942
% Increase
21
3
14
5
10
10
(12)
UK Passengers
557
594
653
729
807
844
739
Overseas passengers
157
139
180
149
155
218
203
% share of overseas
22
19
22
17
16
21
22
Source: CruiseBritain
7 Port of Call Passengers at UK Ports (000s)
Year
Summer
Winter
Year
2007
9.4
10.6
9.7
2008
9.9
11.6
10.4
2009
10.4
12.5
11.1
2010
10.2
12.7
10.9
Year
2008
2009
2010
2011
2012
2013
2014
2011
10.1
13.1
10.9
Passengers
420
15
38
448
7
43
563
26
48
651
16
50
723
11
52
871
20
52
922
12
57
2012
10.2
12.5
10.9
2013
9.7
12.4
10.5
2014
9.9
13.3
10.9
% change
Ports Visited
10
8 Average duration (nights) of cruises by
UK passengers
11
CRUISING REMAINS BEST VALUE
Cruises were even better value for money in 2014
with passengers paying £1 less per night than in
2013 and £10 less than in 2007.
The fact that the average price paid for a cruise
rose slightly – by £9 to £1,379 – was simply
because the average cruise booked was longer.
This also explains the increase of 19% in the ratio
of £2,000-plus cruises booked. But the recent
growth in the number of under-£500 cruises
– primarily short, taster voyages from UK ports was also sustained.
The best value cruises, though, were those
off-season from the UK to the Baltic which
worked out at just £75 per night while Western
Mediterranean fly-cruises were £103 a night.
Meanwhile the ultra-luxury cruise companies had
a mixed year with a slight increase in the number
of guests taking a winter cruise while there was a
slight decrease in passengers on summer cruise
holidays. However, it outperformed the overall
cruise market with less than a 2% decrease.
10 Average Revenue (£) per UK Passenger
Year
Summer
Winter
Year
2008
1313
1647
1409
2009
1238
1532
1330
2010
1323
1629
1421
2011
1331
1729
1434
2012
1313
1573
1388
2013
1287
1602
1376
2014
1309
1554
1379
11 UK Market Cruise Per Diems
Year
£
2007
£137
2008
£135
2009
£120
2010
£130
2011
£132
2012
£128
2013
£134
2014
£127
9 Price (£) Trends In UK Cruise Market
%
1,001 1,500
%
1,501 2,500
%
2,501 5,000
Year
%
500
%
5,000+
2005
15
27
26
23
6
1
2006
13
21
22
29
12
2
2007
12
26
25
27
8
2
2008
11
24
23
28
11
2
2009
12
24
21
26
13
2
2010
14
26
21
27
12
2
2011
15
27
22
24
11
2
2012
13
34
24
21
6
2
2013
16
33
22
21
7
2
2014
16
29
24
22
10
2
12
12 Ultra-Luxury Cruise Passengers
%
5011,000
Year
Summer
Winter
Total
% of all cruises
2007
13816
7552
21368
1.6
2008
13238
6427
19665
1.3
2009
14710
7960
22670
1.5
2010
16125
7899
24024
1.5
2011
15371
10498
25869
1.5
2012
20057
8393
28450
1.7
2013
18780
8260
27040
1.6
2014
17478
9029
26513
1.6
Included Crystal, Ponant, Hapag-Lloyd, Hebridean, Regent, Seabourn,
Seadream, Silversea
13
SILVER TRAVELLERS BECOME COMPULSIVE CRUISERS
WHEN IT PAYS TO PLAN AHEAD
of the highest satisfaction levels in leisure
travel. In 2014, two-thirds of passengers
were repeat guests and more than 53% of
all passengers took more than one cruise.
That old adage about longer cruises
attracting older passengers appears to have
been borne out in 2014 as, with the length
of booked cruises increasing, the average
age of passengers also rose.
Nearly a quarter (24%) of multiple cruise
guests took three or more compared with
just 19% in 2013.
This is an ongoing trend due to the high
level of repeat business generated by
cruise lines which continue to maintain one
A quarter of all cruises taken in 2014 were
booked at least nine months in advance.
This was a significant increase on 2013 and
suggests a market swing back to consumers
preferring to secure specific departures and
accommodation rather than risking missing
out on one or both in search of a last minute
discount.
16 UK Cruise Market - Trends in Booking Lead Times
13 UK Cruise Market Age Analysis
% of bookings (no. of months)
% passengers
Year
Up to 26
26-34
35-44
45-54
55-64
65+
Average Age
Year
12+
9 - 12
6-9
3-6
0-3
17
17
18
22
22
2005
10
5
9
18
25
33
53.5
2005
2006
8
5
11
21
27
27
52.5
2006
15
18
18
24
27
2007
8
4
9
19
27
31
53.2
2007
18
17
18
23
24
2008
8
4
8
18
27
33
53.7
2008
18
17
18
22
26
2009
7
4
8
18
28
35
55.6
2009
25
19
17
22
17
2010
9
4
9
19
27
33
54.8
2010
16
16
18
22
28
2011
9
4
9
19
26
35
55.6
2011
15
15
17
20
34
2012
8
4
7
18
27
37
56.1
2012
13
12
17
23
36
2013
7
4
7
17
26
40
57.0
2013
11
12
16
21
40
2014
5
4
5
16
27
43
58.2
2014
11
14
14
23
39
14 First Time Cruisers as % of UK Market
15 UK Passengers Booking Multiple Cruises Annually
Year
%
2007
38
Year
1
2
3
4
5
6+
2008
32
2010
43
33
12
5
3
6
2009
29
2011
58
27
9
2
1
1
2010
33
2012
46
30
14
4
2
2
2011
40
2013
45
33
12
4
2
1
2012
36
2014
47
29
13
5
3
3
2013
32
2014
33
Cruises taken in last year (%)
14
15
BRAND LOYALTY MAJOR FACTOR IN CRUISE CHOICE
Only the itinerary and destinations
rate more highly than a positive brand
experience among consumers when it
comes to choosing a cruise. They are even
more important than the price or perceived
value for money.
This became clear in the survey carried out
for CLIA in the UK last year. Compared
with previous years, the multiple answer
questions were modified to secure a clearer
message on what really drives people to
choose to cruise at all and which cruises
they pick.
CRUISING’S NORTH:SOUTH SHIFT
When it comes to the ships, it was no
surprise to see service, dining and on-board
atmosphere as the top three decisioninfluencers but interesting that cabins and
public rooms are not quite as important in
the booking equation as they used to be a
decade or more ago.
The growing importance of an attractive
pre-booked drinks package is clear,
though, while possibly the big surprise is
that the same cruise consumers who are
increasingly researching cruising online
appear to be less influenced by blogs or
other online reviews as each year passes.
2014 confirmed South East England as the
UK’s top source for cruise passengers.
It also highlighted the north:south shift
since 2006 with the former top source,
the North West – alongside the North East
and Scotland – losing significant share since
then while the South West as well as the
South East has gained ground.
London, though, remains the worstperforming region for cruising. Its share
fell again in 2014 and now stands at less
than a third of its 2006 level and means
it comfortably has the lowest penetration
rate of any other UK region.
17 UK Passengers - Reasons* For Choosing To Take A Cruise Holiday
Reasons
2011 %
2012 %
2013 %
2014 %
Itinerary/Destinations
69
70
71
51
Cruised with this line before
64
55
56
39
Price/Value for Money
n/a
n/a
n/a
34
Departure Date
31
38
38
23
Cruised on this ship before
n/a
n/a
n/a
21
No flight
21
25
25
19
Local departure port
n/a
n/a
n/a
16
Duration
22
24
23
12
To try another cruise line
9
17
16
11
Special Offer
n/a
n/a
n/a
11
All inclusive nature of the package
n/a
n/a
n/a
11
To try another ship
10
9
10
8
Flights from local airport
22
13
12
7
Reccommendation family and friends (Personal)
9
6
8
4
Pre and post land stays
n/a
n/a
n/a
3
Travel agent recommendation
4
5
3
2
Recommendation on web/review/blog
4
2
3
1
19
Cruise Passengers as % by Region of Residence
UK
pop
%
Region
2006
2013
2014
South East
14
23
22
14
North West
16
13
13
11
South West
10
12
12
8
Scotland
11
8
9
8
Yorkshire & Humberside
8
8
8
8
West Midlands
8
8
8
9
East Midlands
7
8
8
7
East of England
5
9
6
6
North East
6
5
3
4
Wales
5
4
5
5
London
7
4
2
13
Northern Ireland
3
1
2
3
* Asked to select three principal reasons. | Source: UK Cruise Survey 2014 (IRN Research)
18 UK Passengers - Reasons* For Choosing Their Last Cruise
16
Reasons
2011 %
2012 %
2013 %
2014 %
Service on-board
29
24
23
46
Dining
26
23
24
36
On-board atmosphere/service
26
24
22
35
Facilities on board
25
21
23
33
Cabins and public rooms
15
13
17
28
Entertainment
16
15
15
23
Loyalty membership benefits
13
18
15
23
Special Occasion
20
18
16
18
All-inclusive drinks package
11
7
11
16
Cruise themes
5
5
5
7
Maiden Voyage
1
1
1
1
* Asked to select three principal reasons | Source: UK Cruise Survey 2014 (IRN Research)
17
A TALE OF TWO RIVERS
A fourth successive year of modest growth
saw the UK river cruise market approach
the 140,000 passenger mark but the
real stories were the continued soaring
popularity of the Danube as a river cruise
destination alongside the continued decline
of what used to be the most popular for UK
river cruisers: the Nile.
18
The political situation in Egypt saw the
number of UK Nile cruisers drop below
10,000 for the first time in many years while
a 41% increase to the Danube established
that river as second only to the Rhine as
the UK favourite. The number of British
cruising there has doubled in just four years
and this is the main reason why the number
of European river cruises booked from the
UK has grown 60% over the same period.
20 UK River Cruise Market (000s)
European Destinations
2010
2011
2012
2013
2014
% change
2013/14
Rhine/Moselle/tributaries
23.6
20.0
26.9
35.5
37.3
5
Danube
12.5
12.9
15.0
17.3
24.4
41
Rhine/Danube
4.1
8.3
4.6
5.1
7.0
37
Rhone/Seine
8.0
10.1
10.2
14.1
14.2
1
Russian
4.4
4.9
5.2
6.4
7.4
15
Italian (Po)
2.0
2.9
3.0
3.1
2.9
(6)
Elbe
2.5
2.2
2.4
3.6
2.8
(23)
Douro
8.7
9.4
9.3
10.7
11.0
3
Other European
9.1
9.6
13.4
14.2
13.4
(6)
Total European
74.9
80.3
90.0
109.9
120.4
10
Non European Destinations
2010
2011
2012
2013
2014
% change
Nile
58.0
25.2
28.3
12.2
8.9
(27)
Far East/China
4.7
5.0
6.9
4.3
3.8
(13)
Other non-European
4.6
3.3
4.6
5.2
6.4
23
Total non-European
67.3
33.5
39.8
21.7
19.0
(12)
19
Cruise Lines International Association (CLIA) is the world’s largest cruise industry trade
association with representation in North and South America, Europe, Asia and Australasia.
CLIA represents the interests of cruise lines, travel agents, port authorities and destinations,
and various industry business partners before regulatory and legislatory policy makers.
CLIA UK & Ireland
www.cruiseexperts.org

cruise review 2014

Transcription

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