Milenials and Cruising
A Millennial (Generation Y / what we might have called a young person in an earlier
age) is defined as a person reaching young adulthood in the early 21st
Century. Researchers typically use people born in the early 1980s as a
starting point to early 2000s as a closing point.
Today, the Milenials (Generation Y) might be described as 18-34 agers.
by Kevin Griffin
These researches are reflecting the mass or premium market.
editing by Earl of Cruise
Average Passenger Age
According to CLIA, as recently as 2011, the average age of cruise
passengers topped 50 and only 7% were between 25 and 29. But the average
age of cruisers has now dropped quite significantly, from 56 in 2002 to
46 in 2015.
Younger Milenials and especially kids are the cruisers of tomorrow. I made this experience by myself - my first contact with the vacancy at sea was with an age just under 5, those whom i met onboard with my age had been caught by the same bug as me, and later talking to fellow passengers. Those starting at a later age did regregt going "too late" onboard.
Younger Milenials and especially kids are the cruisers of tomorrow. I made this experience by myself - my first contact with the vacancy at sea was with an age just under 5, those whom i met onboard with my age had been caught by the same bug as me, and later talking to fellow passengers. Those starting at a later age did regregt going "too late" onboard.
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| Lost at Sea: How Social Media is Helping Cruise Lines Attract Millennials - courtesy CRIMSON HEXAGON |
In another recent US survey, Millennials constituted the age group
most interested in cruising, with 53% saying they would like to take a
cruise within the next two years. This is a higher rating than any of
the Generation X, Baby Boomer or mature travellers groups.
Last month, the social media analytics company CRIMSON HEXAGON
decided to do their own study of what Millennials wanted from a cruise
by exploring what they were saying on social media such as Facebook and
Twitter.
| Cruise Passenger Demographic Statistics | Data |
| Average age of a cruise passenger | 50 + |
| Average household earnings | $109,000 |
| Percent of passengers who are college graduates | 86 % |
| Percent who are married and work full time | 62 % |
| Percent of people age 25+ with earnings of $40,000+ who have taken a cruise | 44.6 % |
| Percent of the total US population who have taken a cruise | 19.9 % |
| Average spent per person per week on their cruise | $1,770 |
| Average spent per person per week on a non-cruise vacation | $1,200 |
Passengers average ages vary somewhat by sailing (destination and theme cruise) and company, but usually they are as follows:
Carnival Cruise Line: 0 - 45 years of age
Royal Caribbean Cruise Line: 25 - 55 years of age
Crystal Cruise Line: 55+ years of age
Celebrity Cruise Line: 35 - 64 years of age
Norwegian Cruise Line: 27 - 56 years of age
Holland America Cruises: 30 - 60 years of age
Princess Cruise Line: 35 to 65 years of age
Carnival Cruise Line: 0 - 45 years of age
Royal Caribbean Cruise Line: 25 - 55 years of age
Crystal Cruise Line: 55+ years of age
Celebrity Cruise Line: 35 - 64 years of age
Norwegian Cruise Line: 27 - 56 years of age
Holland America Cruises: 30 - 60 years of age
Princess Cruise Line: 35 to 65 years of age
Source: CruiseCritic
General Cruise Industry Statistics
| Cruise Industry Statistics | Data |
| Annual cruise industry revenue for the US economy | $37.85 billion |
| Number of cruise industry jobs in the US | 314,000 |
| Annual number of cruise ship passengers | 20,335,000 |
| Percent of cruise passengers that originated in North America | 60 % |
| Average annual growth rate of the cruise industry since 1980 | 7.4 % |
| Number of children 18 and under that sailed with their families | 1,600,000 |
| Number of new cruise ships that debuted in 2009 | 14 |
| Number of new cruise ships currently on order | 26 |
| Amount being spent on new ships | $15 billion |
| Percent of cruises that were in the Caribbean | 37.02 % |
| Average length of a cruise | 7.2 days |
| Number of North American embarkation ports | 30 |
| Number of embarkation ports around the world | 2,000 |
| Average ship capacity utilization | 104 % |
| Number of cruise ships that have sank since 1979 | 55 |
| Total number of passengers who died on a cruise ship since 1979 | 172 |
Cruise Passenger Preferences
CRIMSON HEXAGON´s Mike Baker concluded that while older travelers
(35+) chose cruises to experience low-key, exclusive, family-oriented
relaxation, millennials (18-34) tend to look for an entertainment-heavy,
cost-effective way of meeting new people.
The Baby Boomer generation represents approximately 70% of all
disposable income in the US today, but millennials will become
increasingly more important as they age and their income rises.
Among Mike Baker’s findings: "Travellers want high-quality
entertainment when they cruise, but the type of entertainment varies
strongly by age. Older (and family-oriented) guests look for broadly
palatable, kid-friendly entertainment options like musicals and movies.
Millennials, on the other hand, are looking for more unique options like
contemporary bands and ‘club-like’ sets."
Baker adds that when Millennials react negatively to cruises on
social media, it is often because the entertainment options are not
varied or current enough. Conversely, when Millennials express positive
emotions about cruising, it is often centered around the entertainment
offered on the cruise, rather than the cruise itself.
Some of Mike Baker’s other conclusions follow, first to do with cost: "One of the first things the major cruise lines did in their quest
to attract Millennials was offer shorter, more economical packages …
Combined with limitless accessibility to food and entertainment, a
low-priced cruise can be a major enticement for thrift-minded Millennial
travelers. According to our analysis, millennials frequently cited
shorter, cheaper cruises as one of their top three reasons for choosing
to cruise."
As well as cost, he referred to networking: "One extremely common trend among millennials that was a bit of a
surprise was a strong desire to use cruises as a way to meet new people.
Many younger travelers said they would be more likely to book a cruise
if they knew it would offer them the opportunity to mingle with other
millennials and make a long-lasting ‘cruise family’ that they could stay
in touch with and meet up with for future cruises."
| Cruise Passenger Behaviors & Attitude Statistics | Data |
| Percent of cruise passengers who think its a great way to sample destinations | 80 % |
| Percent of would return to the Caribbean for a land based vacation | 50 % |
| Bahamas | 21 % |
| Hawaii | 13 % |
| Mexico | 13 % |
| Europe | 12 % |
| Alaska | 11 % |
| Percent of cruisers who travel with their spouse | 75 % |
| Percent who travel with their children (under 18) | 25 % |
| Percent who travel with their friends | 23 % |
| Percent who travel with other family members | 21 % |
But appealing to the Millennial traveller is something many cruise
lines have been struggling with because access to onboard internet
continues to be slow and expensive, and itineraries are often too long
for millennials.
Going against this, Michael Bayley, chief executive of ROYAL CARIBBEAN INTERNATIONAL, told FINANCIAL TIMES last June in
connection with the line’s newest ships: "We’ve got the fastest
internet at sea. We want to get Millennials travelling with us, so it’s
important our WiFi is lightning fast. The ship has a dedicated satellite
on it at all times, so they can download and stream while they’re
away."
In Europe, MSC CRUISES has signed a deal with SAMSUNG to equip its
newest ships with smartphones, and has installed Bluetooth technology on
one ship to enable passengers to locate each other and staff to tailor
messages based on where travellers are.
Meanwhile, CARNIVAL CORP. & PLC this month unveiled its Ocean
Medallion technology. This is the world’s first interactive guest
experience platform to introduce a highly personalised level of customer
service.
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| CARNIVAL CORP. & PLC this month unveiled its Ocean Medallion technology: the REGAL PRINCESS will be the first to be so equipped |
The new technology will allow instant embarkations, ordering drinks
and other amenities, keeping tabs on fellow travellers, opening cabin
doors without a key and the ability to communicate preferences to the
crew wherever you are on the ship, among other things.
CARNIVAL CORP. & PLC chief executive Arnold Donald told CNBC’s “Mad Money” show last week (January 2017), "We think this potentially is the wave of the future."
The first ships to receive this technology, which has been adapted
from DISNEY and means the installation of 700-odd sensors throughout the
ship, will be three of the PRINCESS CRUISES fleet. The 3,560-berth REGAL PRINCESS will be the first to be so equipped, this November, and
she will be followed by sister ship ROYAL PRINCESS, in January, and the
3,114-berth CARIBBEAN PRINCESS, in March 2018.
"There is no question that the Ocean Medallion could be a multiplier for earnings,” Arnold Donald said. “A
guest can walk into a facility and everyone knows their name already.
They can leave a drink at one bar, and go to the next, and the bartender
will know what drink to serve them based on the record."
| Most Appealing Destinations to Cruise | |
| Caribbean | 43 % |
| Alaska | 25 % |
| Bahamas | 25 % |
| Hawaii | 15 % |
| Mediterranean / Greek Islands / Turkey | 14 % |
| Bermuda | 11 % |
| Europe | 9 % |
| Panama Canal | 8 % |
| Mexico (West Coast ) | 8 % |
| Top Rated Cruise Ships by Passenger Reviews | Rating (0-5) |
| CELEBRITY EQUINOX | 4.4 |
| QUEEN ELIZABETH 2 | 4.34 |
| QUEEN MARY 2 | 4.33 |
| CELEBRITY ECLIPSE | 4.2 |
| QUEEN VICTORIA | 4.18 |
| THOMSON CELEBRATION | 4.15 |
| ORIANA | 4.14 |
| AURORA | 4.14 |
| INDEPENDENCE OF THE SEAS | 4.13 |
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