Medialab’s John Dobbs says huge marketing budgets aren’t essential to gain cut-through
Cruising is undergoing a major image revamp. By the end of this year, global passenger numbers are due to exceed 35 million, reaching 6% above pre-pandemic levels. Simultaneously, travel enthusiasm is spreading beyond the traditional Boomer base, with the average cruise customer aged 55 – an 11-year drop since 2019.
So it’s easy to see why leaders – such as Ambassador Cruise Line chief executive Christian Verhounig – feel this is the perfect time to change marketing tack. But while more can certainly be done to demonstrate that modern cruises are for everyone, joint marketing campaigns are not necessarily the right fit for all companies.
For example, while positive for industry collaboration, sharing the spotlight with established titans won’t give smaller operators much opportunity to shine independently. Rather than following the fleet, these smaller cruise brands must play to their distinctive strengths, especially when it comes to the most crucial travel differentiator: experience.
Anchoring to your unique assets
Any marketer looking to accelerate growth needs to ensure promotional efforts are centred around what sets their brand apart. For smaller cruise lines, destination is an obvious starting point – particularly as it remains the top purchase consideration. Competing on this basis will typically involve celebrating where their offerings go the extra mile.
For instance, personalised campaigns might highlight unique itineraries in regions favoured by target audiences, such as the Mediterranean and northern European cruises popular with younger travellers. Similarly, operators running smaller ships may emphasise their ability to take unusually scenic routes and reach local ports that can’t accommodate large vessels, providing easier and quicker access to must-see landmarks.
Of course, location isn’t the only factor that matters. Excellent service is vital to secure customer loyalty and an area where boutique lines can underline the personal touch they provide, thanks to a generally higher staff-to-passenger ratio. At the same time, price is still an ongoing influential factor, which means smaller-scale businesses that can offer options for varied budgets – such as shorter, entry-level trips – are well placed to win favour with a wider range of travellers. This includes first-time cruisers who are usually likely to become returning customers.
Another way to outshine rivals is through a commitment to responsible travel. Unlike bigger brands, businesses managing limited fleets frequently have better capacity to adopt sustainable practices – such as keeping emissions low by using battery-hybrid-powered ships and developing closer working ties with local communities. This puts them in a good position with the 70% of cruise prospects who feel sustainability is important.
And the positive news is that brands don’t need a huge budget to communicate these USPs. By anchoring strategies in a robust data-driven approach – one that provides actionable marketing insights that demonstrate why people do what they do – it’s easy to deliver maximum campaign effectiveness on limited investment.
Encouraging wanderlust
Tapping into the human tendency to copy normalised behaviours isn’t new, with Robert Cialdini’s ‘social proofing’ experiments finding hotel guests were more likely to reuse their towels when told that other occupants do. But as content across social media platforms, TV and film increasingly sways bookings, there is a growing opportunity for brands to leverage the experiences of existing travellers to attract new ones.
This could include weaving snippets of relevant social posts, reviews and testimonials into tailored advertising – a powerful way of sparking curiosity, regardless of operator size. At a time when web searches, blogs and social platforms are becoming integral to informing holiday planning, using authentic content about real cruise experiences is key to earn trust during the crucial consideration stage.
Going a step further, emerging technologies such as virtual and augmented reality (VR and AR) can give an immersive taste of life onboard. While VR has so far mostly been used to enrich entertainment, improving hardware affordability could soon make it possible for smaller cruise lines to offer engaging virtual experiences that allow customers to try out their dream trip.
The right route to success will obviously vary for each cruise brand, depending on its industry position, unique offering and goal audience. These strategies, however, can provide a useful foundation for smaller firms striving to draw attention away from dominant heavyweights. By ensuring marketing activity showcases their unique experiences, quality service and ethical values, niche operators can build both greater awareness and interest that will help make them the standout choice for a new wave of diverse cruise travellers.