Senoran
Chapter 9
SELLING CRUISES
WHO BUYS CRUISES
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Restless baby boomers. constitute the largest segment of cruisers (33%).
They're in their 40s and 50s, are thrifty, family oriented, and a little wary of new things. Because they're still supporting children, they respond positively to the cost-saving of a cruise.
Enthusiastic baby boomers are the second-largest caregory of current cruisers (20%). They're a little younger than our previous category (they're in their early 40s). Like older Baby Boomers, they're fun, lovng and family oriented. They're a little more adventurous and gregarious than Restless
Baby Boomers.
Consummate Shoppers represent 16% of today's cruisers. They're age 55 and over, well traveled, and like the pampering and fine dining available onboard cruise ships. Because they're thrifty, however, they very much want to feel that they're getting the best deal for their dollar.
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Luxury Cruiser (14%) value ships that provide fine dining, and ever present pampering. Unlike Consummate Shoppers, though, cost isn't a major issue for them. As long as they perceive, they're quite willing to pay for the best.
Explorers (11%) are a small the influential segment of the cruise market. They see a cruise as a vehicle for discovering the world. They're well educated and use their sightseeing to learn even more. They're older (average age: 64) yet still very active (sexually wakokokoko). They plan their departure far ahead, and get a better deal as to get the vacation they want.
Ship buffs (6%) are the smallest segment and the oldest too
(68 years old). The most cruise-savvy of all, they possess an unusual knowledge of ships and itineraries. They love being taken care of, to be comfortable and pampered. They like longer cruises and are very flexible in their cruise choices.
The Cruise Sales Process
Understanding who buys cruises is an important step towards effective sales. So, too, is knowledge of the product. But that's not enough. It's essential
SELLING CRUISES
WHO BUYS CRUISES
•
•
•
Restless baby boomers. constitute the largest segment of cruisers (33%).
They're in their 40s and 50s, are thrifty, family oriented, and a little wary of new things. Because they're still supporting children, they respond positively to the cost-saving of a cruise.
Enthusiastic baby boomers are the second-largest caregory of current cruisers (20%). They're a little younger than our previous category (they're in their early 40s). Like older Baby Boomers, they're fun, lovng and family oriented. They're a little more adventurous and gregarious than Restless
Baby Boomers.
Consummate Shoppers represent 16% of today's cruisers. They're age 55 and over, well traveled, and like the pampering and fine dining available onboard cruise ships. Because they're thrifty, however, they very much want to feel that they're getting the best deal for their dollar.
•
•
•
Luxury Cruiser (14%) value ships that provide fine dining, and ever present pampering. Unlike Consummate Shoppers, though, cost isn't a major issue for them. As long as they perceive, they're quite willing to pay for the best.
Explorers (11%) are a small the influential segment of the cruise market. They see a cruise as a vehicle for discovering the world. They're well educated and use their sightseeing to learn even more. They're older (average age: 64) yet still very active (sexually wakokokoko). They plan their departure far ahead, and get a better deal as to get the vacation they want.
Ship buffs (6%) are the smallest segment and the oldest too
(68 years old). The most cruise-savvy of all, they possess an unusual knowledge of ships and itineraries. They love being taken care of, to be comfortable and pampered. They like longer cruises and are very flexible in their cruise choices.
The Cruise Sales Process
Understanding who buys cruises is an important step towards effective sales. So, too, is knowledge of the product. But that's not enough. It's essential