Understanding the World of Cruise Tourism - Companies, Destinations, Activities, and Future Trends

Introduction
•Tourism is an activity where people explore new places and culture. It also gives leisure time to
various people from their day to day life. This helps the person to analyse the difference in culture of
both the countries.
• Cruise tourism is defined as a package where the person can relax on the cruise and enjoy
various activities conducted on the ships. These ships provide food, casino, shopping services and
various other experience.
• This poster includes various companies and destination for cruise tourism. It also discusses
various facts, future trends & SWOT analysis of the cruise industry also the effect on economy.
Destinations/ activities/ sub-types
•Destinations
• There are various famous destinations in UK for cruise tourism such as (Asero, and
Skonieczny, 2018):
 Caribbean/Bahamas/Bermuda where Marella Cruises provide their services (Honey,
2019).
 Southampton where Cunard & P&O Cruises are providing their services.
 Norway where Royal Caribbean is providing their services.
 Santa Clarita where Princess Cruises is providing their services.
•Activities
• There are various activities which can be done on Cruise for the entertainment of the
guests such as (Peručić, 2020):
 Extreme Water slides
 Speedy Zip-lines it is decks which are above the boardwalk on the ships.
 Sky Course ropes challenge
 At-sea ice skating these are provided on the ships for the guest to dance or skate.
 Flow Rider Surfing simulation this gives the experience for both surfing and boogies.
 Broadway Shows where they invite musicians or magicians.
•Sub-Types
• There are various types of Cruise such as:
 Volume Cruise - This type of cruises provide facilities like a 5-star hotel.
 Premium Cruise - They are also called upscale cruises where the services are like
class resort. These services are provided by Princess Cruise, Royal Cruise and various
others.
 Luxury Cruise - These cruises are preferred by couple coming for honeymoon. These
services are provided by Royal Caribbean, Crystal, etc.
 Speciality Cruises - It provides services as per demand.
Conclusion
•It is concluded from this poster that there are various companies which are providing cruise
services at various destinations. There are various activities can be attended on the cruise
ships such as Broadway shows and various others.
• This also conclude that this industry creates various jobs and opportunities for other
person and businesses. This opportunities may affect the economy and industry in either
positive or negative way.
• It can be concluded that this industry attract various consumers for their leisure time
and entertainment. It gives information of future trends such as Instagram travel. This also
provide various weaknesses and opportunities for these industries.
Future trends
Key providers/ organizations
•There are various companies in this sector mentioned below (Syriopoulos, Tsatsaronis, and Gorila, 2020):
•P&O Cruises
 This company is based in Southampton which provides services for cruise tourism.
 P&O Cruises have various fleet like Aurora ship, Ventura Ship & various others.
 These cruises have been providing services since 2000 with high capacity like 116,017 tonnes (P&O cruises.2022).
•Royal Caribbean
 Organization is based in Norway since 1968 providing services for cruise tourism.
 Their fleets are divided in various classes like vision class, voyager class, etc.
 This includes ship like Grandeur of the Seas, Explore of the Seas, etc. (Royal Carribean cruises.2022).
•Cunard
 Cunard is also based in Southampton founded in 1840 provides cruise tourism.
 They have fleets like Queen Mary 2, Queen Victoria, Queen Elizabeth and is supposed to launch Queen Anne by 2024 ( Cunard
Cruises.2022).
•Marella Cruises
 Marella is a cruise line which provides tour around Europe, the Caribbean & Asia and was founded in 1973.
 They have fleets like Marella Discovery, Marella Explorer, etc. and is supposed to launch Marella Voyager by 2023 ( Marella
cruises.2022).
•Princess Cruises
 Princess Cruises is based in Santa Clarita and was founded in Bermuda in 1977.
 It is known as the second largest cruise line.
 They have fleets like Royal Princess in Royal Class, Diamond Princess in Grand Class, Island Princess in Coral Class ( Princess
cruises.2022).
References•Asero, V. and Skonieczny, S., 2018. Cruise tourism and sustainability in the Mediterranean. Destination Venice. Mobilities, Tourism and Travel
Behavior—Contexts and Boundaries; InTechOpen limited: London, UK, pp.93-106.
•George, R., 2021. Market Segmentation, Targeting, and Positioning. In Marketing Tourism and Hospitality (pp. 221-246). Palgrave Macmillan,
Cham.
•Honey, M., 2019. Cruise Tourism in the Caribbean. Routledge.
•Lopes, M.J. and Dredge, D., 2018. Cruise tourism shore excursions: Value for destinations?. Tourism Planning & Development. 15(6). pp.633-
652.
•Oe, H. and Nguyễn, H., 2021. Opportunities, challenges, and the future of cruise ship tourism: beyond COVID-19 with ubiquitous information
sharing and decision-making. International Journal of Management and Decision Making. 20(3). pp.221-240.
•Peručić, D., 2020, April. Analysis of the world cruise industry. In DIEM: Dubrovnik International Economic Meeting (Vol. 5, No. 1, pp. 89-
100). Sveučilište u Dubrovniku.
•Stewart, E.J. and Liggett, D., 2018. Status, trends, futures. The Routledge Handbook of the Polar Regions, p.357.
•Sun, H., 2019. Leakage and Value Chain in Relation to Cruise Industry.
•Syriopoulos, T., Tsatsaronis, M. and Gorila, M., 2020. The global cruise industry: Financial performance evaluation. Research in
Transportation Business & Management, p.100558.
•Tiago, F. and et.al., 2018. Cruise tourism: social media content and network structures. Tourism Review.
•Online References
Strength, Weakness, Opportunity, and Threat (SWOT) Analysis. 2021. [Online]. Available Through:
<https://www.investopedia.com/terms/s/swot.asp>
Trends Transforming The Cruise Industry Outlook. 2022. [Online]. Available Through: <http://teamudr.10bestwriters.com/Ordermanage>
Cruise industry in the United Kingdom (UK) - statistics & facts. 2021. [Online]. Available Through:
<https://www.statista.com/topics/5966/cruise-industry-in-the-united-kingdom-uk/#topicHeader__wrapper>.
30 Cruise Industry Statistics and Facts For 2022. 2022. [Online]. Available through:<https://www.cruisemummy.co.uk/cruise-industry-
statistics-facts/>.
Princess cruises.2022. [Online]. Available Through: <https://www.princess.com/>.
Marella Cruises.2022 [Online]. Available Through: <https://www.tui.co.uk/cruise/>.
Cunard Cruises.2022 [Online]. Available Through: <https://www.cunard.com/en-gb/about-cunard>.
Royal Caribbean.2022 [Online]. Available Through: <https://www.royalcaribbean.com/>.
P&O Cruises.2022 [Online]. Available Through: <https://www.pocruises.com/>.
Threats
Pandemic and environmental
sustainability are the two most the
worst threats that lead to decrease
chosen tourism concept
productivity and operational
efficiency. It may put negative
impact on cruise tourism in term of
decreasing customer base.
Strengths
Skilled and experience workforce is the
biggest strength of Cruise tourism that
always put positive impact on its venture
success and growth in term of increasing
productivity (Strength, Weakness,
Opportunity, and Threat (SWOT) Analysis,
2021). Technology implementation is the
another strength that affect in same way as
above may does.
Opportunities
Technology advancement and further
trends identification are the two best
opportunities that management may
grab in term of developing effective
plan to utilize both concepts. They may
take approach to use the best and most
trending advertising approaches such as
Instagram travel (Oe, and Nguyễn,
2021).
Weakness
Lack of promotional and
marketing campaigns may
consider as the biggest
weaknesses of Cruise Tourism
that put negative impact on
success of business in term of
decreasing its customer base and
losing chance to gain competitive
benefits.
SWOT Analysis
Key facts, statistics and impacts
Key Facts & Statistics
Growth Rates — The Cruise Industry of UK was facing increasing growth
rate till 2018 while it started to decrease in 2019 which was 1st time. The
members in the cruise were only 2 million. The UK cruise industry is
considered as 2nd largest market in the Cruise industry (Cruise industry in the
United Kingdom (UK) - statistics & facts, 2021).
Recovery in Cruise Market — It is stated that the cruise industry was serving
around 29 million passengers in 2019 while in 2020 they were not getting any
passengers due to lock-down. While the passengers number was seen
increasing in 2021 as they were serving around 13.9 million (30 Cruise
Industry Statistics and Facts For 2022, 2022).
Impacts
Multiplier effect shows the flow of the money in an economy and the impact
of those flow whether negative or positive.
In Multiplier effect the cruise tourism creates jobs and various new
opportunities for other businesses.
This lead to worker spending their income in the local market which increase
the tax revenue.
This tax revenue then it is invested in various areas which makes that
destination area popular.
After that when the re-investment is done it generates the leakage in the
cruise tourism industry (Sun, 2019).
The cruise industry lose revenue to the other economies when the re-
investment will be done in some other countries.
The multiplier effect will increase the national income of the UK and
increase. the demand of the cruise tourism.
The leakage reduces the money available in the industries as well as the economy. This impact the UK
demand of money.
Customer profile
The target market for cruise industry is very vast as people who like
sea will always want to go for cruise tour. There are some main
targeted customers are listed below (Lopes, and Dredge, 2018):
Newly Wed Couple — Every newly-wed couple want to go on the
cruise tour for their honeymoon. It can be because of the high
facilities provided by them or the experience they get.
Retired people — Every retired person like to go on a cruise tour as
they can relax and enjoy the facilities. They also enjoy the
atmosphere of happiness they get on a cruise which is difficult to
experience in the city side.
Families — There are various families who go for holiday on the
cruise to enjoy family time. This allows the family member to
connect with each other as they can relax and enjoy the facilities
provided by the cruise.
Businessman or Company — This is the customer of Cruise which
book the ship as per their demand. As they can conduct some board
meeting or can organize a party for their staff.
Youngsters — This is the highly attracted target market for the cruise
industries. It is because youngsters with rich parents conduct various
parties on the ships as well as spend their holidays on the ship to
relax.
Premium Customers — This includes rich personality who organize
their weddings, parties or get together on the ships. They book their
ships on the demand and organize everything according to their
choice (George, 2021).
Understanding the World of Tourism – Cruise Tourism In the recent time, overall tourism industry may focus on determining
and analysing further trends that individual customer prefer to follow, as
it may put direct impact on its profitability, performance and success
factors (Trends Transforming The Cruise Industry Outlook, 2022.). It is
quite essential for the management of cruise tourism sector to determine
and collect information about future trends and these are;
Instagram travel
It is one of those trends that may affect cruise tourism in effective
and profitable manner, in term of making this form of travel quite
experience able for everyone. It can be said that Instagram, influencers
may promote any venture that is suitable and appropriate to fulfil the
customers expectations. They may take approach to promote cruise
tourism in appropriate manner, in form of visit a specific cruise and then
making a video and clicking some pictures that may help to gain the
attention of new customers and also aid to retain existing consumers
(Tiago, and et.al., 2018).
Green cruising
This term also falls under the category of future trends that are
related to chosen form of tourism and affect in specific way. For
example, according to the trend such as sustainability, people prefer to
visit a sustainable and greenery areas. This thing or expectation might
become a trend according to that management of cruise tourism may
take approach to design ship by considering greenery term into their
consideration (Stewart, and Liggett, 2018).