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British cruise market grows 5% in 2013

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Written by Teijo Niemelä Teijo Niemelä

Category: Top Headlines Top Headlines

Published: 20 January 2014 20 January 2014

Forecast figures released on January 16 by the Cruise Lines International Association (CLIA) show that a record 1.79 million British holidaymakers took a cruise in 2013 – an increase of more than 5% on 2012.

Despite continued economic pressures on consumer spending, an additional 89,000 UK passengers took an ocean cruise in 2013. Passenger figures are up by 21%, or more than 300,000, compared to five years ago (2008).

Globally, the number of cruise passengers is forecast to be 21.3 million in 2013 – an increase of almost 2% over 2012, whilst the number of European passengers who took a cruise in 2013 is predicated to be 6.4 million – a year on year growth of more than 4%. The global number of cruise passengers for 2014 is forecast to be 21.7 million.

As the cruise industry sails into 2014, it continues to invest billions of pounds in new ships. This year alone will see the launch of six ocean cruise ships worth £2.38 billion, with a capacity of 18,196 passengers. 2014 and 2015 collectively will see a total of 13 ocean cruise ships launched worth more than £5 billion and accommodating over 37,000 passengers.

The cruise industry is currently worth almost £2.5 billion a year to the UK economy, and creates more than 66,000 jobs in this country. Globally, the industry is worth US$100 billion (£61.1 billion) and provides around 775,000 jobs.

Andy Harmer, Director of CLIA UK & Ireland, said: “The incredible choice and diversity of a cruise is reflected in the record number of British passengers who took a holiday last year. Many of CLIA's 63 member cruise lines are revitalising and investing in new ships, ensuring that guests enjoy modern, innovative ships of varying sizes, designed to cater for all ages and which offer amazing holidays to destinations around the world."

"The travel trade has played a crucial role in the growth of the British market. More than 70 per cent of cruise holiday bookings in the UK are made through a travel agent, with their expert knowledge an important factor in securing each booking."

"In the year ahead, we will step up our agents training programme to ensure our 5,000 partner agents are kept fully up to date with the many new ships and cruise itineraries being introduced."

MSC Cruises to increase German presence with MSC Splendida in 2015

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Written by Kari Reinikainen Kari Reinikainen

Category: Top Headlines Top Headlines

Published: 20 January 2014 20 January 2014

MSC Cruises, the Geneva based privately owned cruise shipping company, says it will position of its its 137,936 gross ton Fantasia class ships on the German market for the summer of 2015, thereby increasing its footprint in the country.

The bigger vessel will re0lace the MSC Magnifica of about 93,000 gross tons. The introduction of MSC Splendida in Germany will increase the company's capacity there by 35, MSC Cruises said in a statement. The ship will operate from the port of Hamburg.

The move means the German market will see a substantial increase in capacity in 2015 as in the same summer, AIDA Cruises will introduce the 124,000 gross ton newbuilding AIDAPrima on a year-round basis on cruises from Hamburg.

CLIA projects 21.7 million cruise passengers in 2014

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Written by Teijo Niemelä Teijo Niemelä

Category: Top Headlines Top Headlines

Published: 17 January 2014 17 January 2014

As the cruise line industry continues to strengthen its global presence and with the economy in an ongoing recovery mode, Cruise Lines International Association (CLIA) and its cruise line members are looking forward to a positive year of growth with a 2014 passenger forecast of 21.7 million worldwide guests on CLIA’s 63 member lines, according to data released yesterday in the association’s annual State of the Cruise Industry findings. To meet demand, these member lines will introduce 24 new ships in 2014-2015 adding a total passenger capacity of 37,546, representing a capital investment of approximately $8 billion in ocean going and river cruise categories.

"The global cruise industry is at an exciting juncture with strong consumer interest in cruising and significant cruise line investment in a diversity of exciting ships that travel to the most exotic locations in the world and offer one-of-a-kind vacation experiences," said Christine Duffy, CLIA President & CEO.

CLIA 2013 global passenger numbers are estimated at 21.3 million, with a 2014 forecast expected to reach 21.7 million passengers. North America is the world’s biggest cruise market (55.1% passenger source share) – with significant growth of internationally sourced passengers – especially Europeans at 6.4 million.

Princess Cruises launches its most extensive marketing campaign ever

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Written by Teijo Niemelä Teijo Niemelä

Category: Top Headlines Top Headlines

Published: 15 January 2014 15 January 2014

As the new year begins, Princess Cruises is launching a fresh advertising campaign to remind travelers that cruising can transform and enrich their lives, and set the line's cruise vacations apart as an opportunity for passengers to come back new. The $20 million program will be the company's most extensive ever, and marks a return to television and radio advertising for the brand, which has not taken to the airwaves for more than a decade.

The new campaign, which debuts today, is aimed at those consumers who the cruise line's research has uncovered as meaningful travelers – those who value experiences over things, and desire enriching and transformative vacation experiences. The ads feature people cruising with Princess who experience memorable moments onboard while connecting with nature, cultures and loved ones in a different way, and come back new.

The new TV spots will launch during the Critics' Choice Movie Awards® Red Carpet Show airing on the CW network January 16.

Created by award-winning agency Goodby, Silverstein and Partners, the spots will air both online and on major television networks including CBS, NBC, ABC and Fox, plus many top cable networks and shows. They will be complemented by a series of dramatic print ads that evoke the enriching possibilities of Princess' worldwide cruise destinations, which will appear in national and regional magazines. Radio and digital advertising will round out the campaign.

"This new campaign is an exciting opportunity for us to differentiate Princess Cruises in the minds of travelers," said Jan Swartz, Princess Cruises president. After extensive research, we identified a growing segment of people who want their vacations to transform them with new perspectives, new friendships and new stories. They are increasingly looking to discover new places, learn about other cultures, try new foods from the places they're visiting, and gain inspiration from the world they don't see every day. They want to 'come back new,' and our new campaign shows that Princess is the best cruise line to deliver this to them."

The new television spots focus on personal experiences at sea, with beautiful photography to capture the idea that a moment can transform you forever. Ads take viewers along as a father lovingly carries his happily exhausted daughter along the Promenade Deck, creating a lifetime memory. Other ads show couples who discover the true value of time together, and how a wonderful day exploring Italy can inspire a surprising twist from the expected.

"Our new advertising theme really captures the essence of our brand promise to our passengers," Swartz continued. "The ads were actually inspired by our passengers' stories about how they return from their cruise vacation feeling rejuvenated and more closely connected with their loved ones, and with fresh perspectives stimulated by the beauty of the ocean, of the world and other cultures they visited, and their onboard experiences."

The print ads explore a variety of cruise destinations, cultures and experiences that can lead passengers to come back new. Focusing initially on Alaska and Caribbean cruises, the ads capture the transformative moments of exploration. The ads will appear in a variety of outlets, including Travel & Leisure, Food and Wine, Sunset and National Geographic Traveler. Radio spots that continue the come back new theme will air in major markets around the U.S., including Los Angeles, San Francisco, Seattle, Houston, and Miami. The new ads and other campaign materials will roll out through the month of January.

The new broadcast spots are available at princess.com/come-back-new.

The new campaign was created by Goodby, Silverstein and Partners, an award-winning advertising agency based in San Francisco. The campaign executive creative director is Rich Silverstein, and the co-creative directors are Kate Catalinac and Damian Fitzgerald.