Magazine article Marketing

Cruises

Magazine article Marketing

Cruises

Article excerpt

The sector's demographic make-up has helped it buck the holiday market trend.

MAIN PLAYERS

Jo Briody, Head of marketing UK & Ireland, Royal Caribbean International, Celebrity Cruises and Azamara Club Cruises

Briody has worked across Royal Caribbean's cruise brands since 2005. She has also held marketing roles at Help the Aged and British Airways Holidays.

Philip Price, Head of brand marketing, P&O Cruises

Price took over the role in 2004. His responsibilities include brand marketing strategy, PR and customer relationship management. His previous employers include Rolls-Royce Motor Cars and Mitsubishi.

Richard Curtis, Head of marketing, Cunard

Curtis joined Cunard in April 2007. He began his career at Whitbread and has held international marketing roles at Marriott International and Hilton.

Kevin Bubolz, Director, business planning and marketing, Norwegian Cruise Line

Bubolz has led the company's European revenue management and marketing teams since May 2011. He has been with the line since 2005 and is a trained travel agent.

KEY TRENDS

- Popularity

Between 2006 and 2011, the sea-cruise market grew by 57% (value) and 41% (volume), at a time when the overseas holiday sector fell 20%. It was valued at pounds 2.44bn in 2011.

- Recession

Older ABC1 consumers are the sector's core demographic; this is also the group least likely to have cut back on holidays in the recession.

- Safety

The Costa Concordia disaster in January 2012 put the spotlight on safety and led to a full review of safety and emergency procedures. …

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