Thursday, 21 November 2024
Cruise appeal broadens with big brand boost
by Rose White
The arrival of big brands into Australian waters has acted as a boost for the cruise industry, enhancing cruising’s appeal among a different demographic, says Celebrity Cruises Commercial Marketing Director Australia and New Zealand Jennifer Walter.
Disney Cruises and Virgin Voyages both based ships in Australia for the first time last season, with Disney returning this year for a second stint. Their presence was significant for the industry as a whole, Walter told LATTE earlier this week aboard Celebrity Edge.
According to CLIA stats released earlier this year, 2023 saw Australia secure its position as one of the markets with the highest cruise penetration in the world, with one in 20 Aussies having taken a cruise. CLIA figures also showed that the Australian cruise market returned to pre-pandemic levels over the course of the year.
“But still a little bit of that stigma exists. Every time I bring someone on board, they are blown away so I still think there is still a bit of work to do,” Walter said. “But brands like Virgin and Disney coming into Australia really helped the industry as a whole.”
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The strength of these brands with a younger and more family-focused market has helped to introduce a different type of traveller to cruising and challenge some of the misconceptions about cruising that still linger, she explained. Indeed, the CLIA stats showed that the average age of cruise passengers lowered to 48.4 in 2023 – down from 50.4 in 2019.
It’s important for Celebrity because, although Walter said the cruise line’s local voyages “always sail full”, a broader target market is crucial to sustain growth.
The cruise line is making its own play for families with its Camp at Sea kids club offering which opens up its product to families, its modern twist on luxury as well as unique touches like the Magic Carpet. While Walter confirmed Celebrity’s main market is still made up of over 40s, more couples and families are coming on board.
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