1. Cruise tourism marketing and image formation.
Enhancing public awareness on sustainability of
cruise tourism. Corporate social responsibility.
Made by: Bori Gondos

2. Structure of the presentation
• Cruise tourism (supply and demand)
• Segments
• New trends
• Sustainability
• Corporate social responsibility
• Marketing and image
• Hungarian example: Lake Balaton

3. Cruise tourism
• In recent times has seen rapid growth in
passenger volume
• Destinations: the Mediterranean, the Gulf of
Mexico, the Atlantic, northern Europe and the
Pacific.
• The prospects for the future are excellent
• Modern tourist cruises combine two basic
activities

4. Cruise segments
• „Budget” Segment
• „Contemporary” Segment
• “Premium” Segment
• “Luxury” Segment
• Two segments are particularly large: cruises for families
with children and thematic cruises
• Not only hotel services, but also those of an authentic
resort
• Two key concepts

5. The cruise industry contribution of Cruise
Tourism to the Economies of Europe in 2012
• Supply of cruise tourism: 41 cruise lines,
capacity
• Demand: 28.1 million passengers
• Direct economic impact: direct expenditures 15
billion €, 315.500 jobs, 1.45 billion € financial
and business services
• Country impacts: UK, Germany, Spain
• Five-year growth trend

7. Trends and investment for the future
• Growing in passengers number (77%)
expenditures (73%), cruise industry (54%), total
employment (40%)
• 2012-2016: 24 cruise vessels
• European cruise fleet: 41 cruise lines, 120
cruise ships
• Mediterranean (171 cruise ship, 4.08 million
passengers), Northern Europe (102 cruise ships,
4 million passengers)

9. Cruise Britain
• Cruise tourism generates an average
expenditure of €97 per passenger port visit for
the local economy
• The cruise industry generated € 2,408 million
in direct expenditure

10. Florida-Caribbean Cruise Association:
Cruise industry overview 2012
• 16+ million passengers
• Dominant cruise destination
• The average length of cruises is over 7 days
• Cruise passenger profile (over 25 years old,
over 40.000$ income)
• Travelers prefer
• Benefits of cruising
• Economic impact of cuise industry on
Destinations

12. Source: http://iaato.org/c/document_library/get_file?uuid=315ebd34-05e9-41b3-9649-9239cff9e3bf&groupId=10157

13. Research by Florida-Caribbean Cruise
Association
• 21 destination participated
• $2.0 billion in direct expenditures, 45,225 jobs
and $728 million in employee wages
• The typical cruise passenger spent an average
of $95.92 at each destination
• The most popular expenditure was for shore
excursions
• Passengers that purchased watches and
jewelry spent an average of $196.76

14. Seychelles Island
• 150.157 visitors January-September 2012
• 9.9 nights
• Visitors came from Europe, Africa, Asia,
America
• Increases from Germany (25%), Switzerland
(17%), Austria (30%), Russia (53%)
• Decreases France (20%), UK (18%)

16. The Future of Tourism Cruises

17. 1. Continuous innovation and improvement;
2. a more global business;
3. increasingly larger ships;
4. strong and sustained growth in demand;
5. strong negotiating position for the major cruise line groups;
6. increasing regulation of the sector;
7. environmental sustainability;
8. security during the voyage and for operations
The trends shaping the development of this
sector, now and in the future, are as follows

18. •Increasing cruise
passenger arrivals
•Need to determine the
segments and target
Continuous
Innovation and
Improvement

21. Cruise Tourism Environmental Impacts
Direct pollution from cruisers:
Waste
Air pollution
Waste waters
Hazardous waste

22. Waste Water and Solid Waste
Discharge
• Example: cruise ships that travel throughout the
Caribbean
• There are two types of waste that create problems for
the coastal ecosystem: wastewater and solid waste.
1. comes in the form of graywater and blackwater
2. which is in the form of glass, paper, cardboard,
aluminum and steel cans, incinerator ash and plastics,
is not easily biodegradable and injures many marine
animals every year.

23. Potential Impact on Coral Reefs
• Activities that damage these underwater
structures are: anchoring, snorkeling, sport
fishing and scuba diving, yachting, and cruising.
• Millions of people visit coral reefs in the Florida
Keys every year

24. Climate changes
• Recent research has confirmed the reality of
climate change, and there are indications that
the process is accelerating.

25. The Caribbean:
longer hurricane
and tropical season

26. Alaska

27. Sustainability
• Sustainable development: care for the environment,
benefits for host communities and returns on
investment.
• Prevent and combat contamination by harmful or
hazardous elements
• Design and execute plans for phytozoosanitary and
environmental contingencies in each port
• Encourage cruise lines to distribute among their
passengers and crew information concerning
important environmental aspects of the destinations
to be visited

28. Effects on Society and Culture
• Change of Identity and Values
• Culture Clashes
• Physical Influences causing Social Stress
• Increase in Crimes Committed against Tourists

29. Generating Sustainability by
Minimizing Economic Impacts
• Conserve resources
• Community involvement
• http://www.youtube.com/watch?v=4sV8v8fvt
FE&feature=related

30. Marketing of Cruise tourism

31. It is important to study travel agencies,
because:
• they play a decisive role
in the choice of
destinations
• cruises are particularly
reliant on this retail
network as a
distribution channel

32. Electronic distribution
The four major electronic distributors are:
• Travelport
• Sabre Holdings
• IAC
• Amadeus
Internet based system: „Cruise Control”

33. Online reservations
• only 22% of cruise
passengers reserve
their cruises online
• http://www.youtube.c
om/watch?v=NpAeOsi
uaw4

34. Convetions, Trade fairs
• Examples: Italy, Germany

35. Hungarian example: Lake Balaton

36. Product range
• Scheduled shipping for holidayers and local
people
• Cruises
• Programs on boat
• Event: mostly inboard
• Ferry
• Accomodation
• Renting, improving boats

37. Marketing Channel
• Hungarian Tourism Plc.
• Balaton Regional Marketing Institution
• Cooperation with TDM organisation, local
communities
• ISO 9001 certification
• Internet
• Magazines
• DM
• http://www.youtube.com/watch?v=msKyhJLCJ
Fg

38. Brochures, Scheduled
• Hungarian, german, english leaflet + russian,
polish
• Unfiliet leaflet to foreign and national fair,
Tourinform offices, accomodation

39. Event, Promotion
• Sponsores
• Uniform, foreign language skills, every spring
training
• Slogen: „ Welcome on board!”

40. Blue Ribbon Regatta

41. Thank you for your attention!