| Journal: TWUK | Section: |
| Title: | Issue Date: 12/06/00 |
| Author: | Page Number: 38 |
| Copyright: Other |
Mass market update
Putting an end to the age-old cruising myths
Entry of mass-market operators changes the face of industry
WHEN Airtours launched its Sun Cruises division with one ship in 1995, cruising was still considered suitable for elderly people with endless time and money.Five years on, Thomson and First Choice also run their own cruise operations in a notably changed market.
The average age of UK cruise passengers has fallen, with 25% now aged between 45 and 54, compared to 20% in 1994, according to the Passenger Shipping Association’s Cruise Information Service annual report last year.
For the same period, it also shows an increase in the number of seven-night voyages taken, from less than a third of all cruises to over 50%. Prices are increasing and the highest number of cruises sold cost between £1,000-£1,500.
PSA director Bill Gibbons said: “There is no doubt the tour operators have made a huge impact on the market by bringing large volumes of people into the cruise industry. A lot of these people are clients who have moved from hotel-based holidays. They have started with a tour operator cruise but some are moving to the more traditional cruiselines.”
Airtours senior marketing manager for specialist products Vicky Wilby said her company was the first operator to launch a cruise division and had contributed significantly to the rapid growth in cruising from the UK.
The number of Britons taking an ocean cruise rose to 746,000 last year, an increase of 12% on 1998, according to PSA figures, and changed the demographic make-up of the cruise market. “We have brought in younger cruisers who recognise it as an opportunity to see a lot of destinations in one week,” said Wilby.
She claimed newcomers are attracted by the comfort of the Airtours name as well as the affordable cruises. Airtours’ prices lead in at £499 for its seven-night Italian Renaissance series operating from Palma until October 21.
First Choice cruise product manager Rowland Baldwin said: “Cruising offers excellent value. It is more expensive than a resort-based holiday but clients get up to six meals and snacks a day and a full programme of entertainment.”
First Choice offers three seven-night itineraries from Palma on Bolero. These are its top sellers, rather than the operator’s 14-night Southampton-Cyprus cruises, reflecting the cruise report’s findings.
Thomson general manager cruise David Selby said: “Operators focus mainly on seven-night cruises because they fit into our charter flying patterns.
“However, for this summer we have added 14-night Mediterranean voyages from Palma and these are going well,” he added.
Selby said passengers who opt for a cruise on a Thomson ship, rather than with a traditional cruiseline, will find a more relaxed atmosphere. “We have formal nights but generally we are more informal than the established cruiselines,” he said.
“The other big difference is that a Thomson cruise will usually only have British passengers on board, which also appeals.”
Thomson has full allocations on two chartered ships in Palma and part charters on two other vessels – one in Florida and one in Phuket, Thailand.
Airtours’ Wilby added: “Informality is one of our key values. We offer a relaxed atmosphere on board.”
Entertainment is an issue for all mass-market operators so they can compete with the shows put on by cruiselines. “We have invested heavily in entertainment, which includes cabaret and West End-style shows in the evenings,” said First Choice’s Baldwin. “We run a 14-night entertainment programme, so clients who choose two seven-night itineraries will not see the same shows twice.”
All aboard: First Choice said cruises on the Bolero have a wider appeal than the more traditional cruiselines
factfile
CLIENT profile Thomson Cruise division
Average length of cruise: seven nights but one third of passengers are taking 14-night itineraries.
product
sample
Thomson: 14-night Adriatic Adventure, departures July 5 and August 16 aboard Emerald. Sails from Palma and visits Tunisia, Malta, Dubrovnik, Split, Venice, Corfu, Sicily, Naples, Rome and Palma. Price from £1,319 for standard inside cabin including return flights.
Airtours: promises affordable prices and a relaxed atmosphere