Cruises: Dominated by Older Generations?
There are many preconceptions surrounding cruise holidays and whether they are seen as a luxury for just older generations. Can a different scope of marketing ever change this view?
Christopher O’Toole from Travelbite says “It seems the image of cruise holidays as too boring, too luxury, too expensive, too formal and generally for old people is changing.”
There are the common jokes surrounding Saga cruises, and that ‘there are less people that come back than went.’ With companies like Fred Olsen and P&O Cruises which are marketed at a mature, British clientele – it reinforces this social construction. Does this suggest that this older age group is still, and always will be, the dominant consumer of cruise holidays?
With the advent of companies like Royal Caribbean International and Ocean Village that are aimed and marketed at a more ‘informal’ and ‘younger’ audience, it is clear that cruise holidays can be seen as becoming recognised as more ‘hip’ and less aimed at attracting older audiences.
From experience, cruise companies like Royal Caribbean International have become more inclusive for children and younger adults with facilities like rock climbing walls, ice skating rinks, basketball courts, and nightclubs on-board.
Ocean Village cruises are marketed as ‘the cruise for people who don’t do cruises,’ and can be seen as trying to break the mould for age range and ‘class’ stereotypes of people that were once seen to travel on cruise holidays. Ocean Village has been operating since 2003, and the company has two ships; Ocean Village and Ocean Village 2. The entertainment ranges from Basil Brush to trapeze acts on the top deck, and it feels as if they are trying to bring the mainstream, lively beach holiday onto a ship.
In early 2009, Ocean Village launched a 30-second national TV campaign targeting, “the 35-55 year old age group with an emphasis on peak time programming.” This age group can be seen as one group that possibly has young families, or couples whose kids have grown up and want a relaxed and informal get-away. This age group can also be seen as having a more disposable income for luxuries. The advertisement was broadcast at a prime-time slot, meaning it would have reached those who like watching their soaps or dramas.
Did this advertising campaign work? In 2008, prior to this advert, the Carnival Group announced the end of the Ocean Village brand. The final ship ‘Ocean Village’ leaves in 2010. Was this campaign an attempt to make one last success of the company, or was it to try and sell their final schedule of journeys?
It is possible that this is bad news for many of the ‘informal’ and ‘relaxed’ cruise companies that have tried to corner the market. On the other hand, Royal Caribbean International who are an american company, with lavish and classy-interior vessels seem to be booming. With the launch of two more ships in 2009, the ‘Independance of the Seas’ and ‘Oasis of the Seas’ – it shows that the industry for them at least, does not seem to be slowing down. The ‘Independance of the Seas’ is one of the largest vessels afloat, offering the height of luxury at a price tag for the more affluent person.
Is it apparent that companies like Ocean Village and Island Cruises who have reduced their fleet are trying to cater for the wrong market? My experience of Ocean Village is that they try too hard to please a British clientele, and border on turning the ship into a typical ‘Costa’s’ holiday. For example, having tribute acts like Annie Lennox and George Michael can be seen as a cheap alternative to the entertainment provided by Royal Caribbean International, who seem to spend a lot of money and effort creating their own shows and performances.
Royal Caribbean International try and cater to all cultures, and this is possibly why their product is successfully sold all over the world. Entertainment is of a higher quality compared to other ‘informal’ and ‘relaxed’ competitors, and choice on their ships is imperative. It comes with a heavier price tag, but does skimping on things like entertainment and quality really win?
With the end of Ocean Village, and companies like Island Cruises reducing their fleet – what seems to have gone wrong, and is this seeing a negative end to the ‘informal’ cruise market?
Taking a look at companies like P&O Cruises and Fred Olsen, it is clear that they are established brands that have been running successfully for a number of years. Aiming their products at an older market hasn’t seen them reduce their fleet, or try and market their products to a different audience. Will companies like Island Cruises try to market their products at an older generation in the future, or will they try and adopt the qualities of Royal Caribbean International who can be seen to provide a higher quality product for the more affluent person?
An interesting company to look at in the near future is Thomson Cruises, who has a fleet of cruise ships it describes as being ‘informal’ and ‘relaxed’ for families and a younger audience. Thomson Cruises launches its new ship the ‘Thomson Dream’ in 2010, so this will be a good indicator of success and longevity of the ‘relaxed’ and ‘informal’ cruise market.
About the author
Patrick is an expert Research and Travel consultant. His current interest is in Gatwick airport parking, and Manchester airport parking.Tags: cheap cruise holidays, cruise holidays, Cruises, Gatwick parking, manchester parking, port parking