When most people think about cruises, they imagine retirees taking a leisurely trip around the world. Or they think of families with young children, taking advantage of the many activities and amenities that cruise ships have to offer.
However, the target market for cruise lines is much broader than that. And it is always changing and as new trends emerge, different age groups and demographic groups become interested in cruising.
It now includes a diverse group of people that love to travel and explore the world. This is because cruise lines offer a unique way to see different parts of the world, making them more popular year after year.
In this article, we will discuss the target market for cruise lines and see what makes them so appealing to customers.
Who is the Target Market for Cruise Lines?
One of the best ways to understand the target market for cruise lines is to understand why people prefer to go on a cruise rather than take a traditional land-based vacation or go from destination to destination by plane.
Once we understand this motivation, we can divide the market into the following segments:
- People who like visiting multiple destinations in one trip
- People who like the all-inclusive nature of cruises (accommodations, meals, entertainment, etc.)
- People who like the wide range of activities and amenities available onboard cruises
- People who love the idea of sea travel
- The social aspect of cruising (meeting new people, etc.)
Let’s look closely at each of these customer segments.
#1. People who like visiting multiple destinations in one trip
Tourists who like visiting multiple destinations on a single trip are one of the biggest target markets for cruise lines. Cruising is also popular with retirees because it allows them to live their dream of traveling the world without all the physical effort and hassle that comes with other types of travel.
But as mentioned earlier, retirees aren’t the only demographic that loves cruising. Some people simply take it upon themselves to explore anywhere they visit as much as possible. And if there’s a cruising line close by, then they want to experience what it’s like.
Whatever the reason, tourists who are on a trip to explore more than one destination at a go are the major players in this category.
#2. People who like the all-inclusive nature of cruises
Cruising is a luxury a lot of people enjoy or look forward to and one of the reasons they do is because of its all-inclusive nature. From the meals and entertainment to the exciting feeling of being out in the waters, it is an experience to long for.
Some just love all that comes with a boat cruise. They might not have time to go on a vacation every year so when they have the opportunity, cruising becomes their number one choice.
They like being able to eat anything they want and drink alcohol as much as they please while enjoying the sea breeze. The whole idea of unlimited food and drinks out in the sea appeals to them.
#3. People who like the wide range of activities and amenities available onboard cruises
A lot of people would hop on a boat cruise mainly for the wide range of activities available onboard. The food, entertainment, and facilities on board these cruises make them popular among families with children.
Also, some people go on cruises for the amenities they offer. It’s not like they can’t enjoy these services on land, but they’d rather watch movies or visit the library or spa area onboard the ship while they travel.
To party on a cruise is different from partying in a club. The excitement, memories, and pictures won’t escape Instagram. So, aside from families with kids, the majority of players in this category are from the younger generation.
#4. People who love the idea of sea travel
People who love sea travel are a prime target market for cruise lines.
After all, people who are scared of the sea have no business hoping on a boat cruise except when they have to. So, the first filter for potential passengers should be “people who love the idea of sea travel.”
Many people take cruises during their vacation because they want an excuse to relax and get away from their regular life. But they wouldn’t have considered cruising as a form of relaxation if they don’t love the idea of being out in the sea. Any marketing strategy that fails to identify and target these people might be ineffective.
#5. The social aspect of cruising (meeting new people, etc.)
Another major reason people go on boat cruises is to socialize and meet new people. If your cruise line can highlight the social aspect of cruising, you can capture this segment of the target market.
Many people will grab any opportunity they get to relax and socialize – and why not if they get to do that on a cruise? Some are only paying for a cruise to enjoy the amenities and activities, while some are paying to meet and socialize with new people while also enjoying the boat amenities.
Unless your cruise line only offers personalized trips, you’ll want to make your potential passengers know how fun it would be to enjoy your services while meeting new people.
Conclusion
Many people love going on cruise vacations making the target market for cruise lines a vast and diverse one.
It includes people who like visiting multiple destinations in one trip without the hassle of booking trains, taxis, planes or hotels at each destination.
Other people who like the all-inclusive nature of cruises where accommodation, meals, and entertainment are part of the package are also a segment of this market.
Some people are attracted to the wide range of activities and amenities available onboard cruises. Otherwise love the idea of sea travel while some enjoy the social aspect of cruising. This could include traveling with friends or family and/or meeting new people.
