Post-Covid: The return of cruise ships?

My roommates and I have talked about our plans for the upcoming spring break and what everyone is planning on doing. Most of them talked about going back home and spending time with their loved ones, while others talked about possible vacationing spots. One of my roommates talked about going on a cruise which caught my attention; we were seeing many industries suffer immensely due to the global pandemic, especially the tourism industry. With a socially distanced world, how can cruise line companies reach consumers post-covid and persuade them to embark on cruises?

 

Social media give companies opportunities to communicate with consumers in a more engaging and personal manner: an opportunity to provide discounts, promote new services, allow customers to share their experiences, greater customer service and post travel advice. Social media is not the only way to connect with consumers, many cruise lines have their own application that most phone owners can download. A social media presence allows companies to improve their line of communication to consumers. Consumers' high expectations are followed up with their extensive research, but a strong digital platform informs consumers of what the company has to offer.

 

There is a common misconception that most cruise passengers are older; this is far from the truth. There are numerous different cruise lines that will cater to different demographics. For example, a Disney cruise line will be full of families and children, whereas longer sailing cruises, typically around 2-3 weeks at sea, tend to have passengers who are retired and want to sail the world. With the current disruption that Covid-19 restrictions have brought to the tourism industry, cruise lines are forced to offer higher fares and fewer routes for consumers because of safety measures. Although there are issues that all cruise lines will face, they can create new key factors that will allow consumers to trust going on cruises again: health and safety standards and flexible booking. Companies are quickly developing strategies that include the key factors in the hope that customers will gain trust and demand of bookings will increase and recover to pre-covid times. 

 

Competing in the market has companies prioritizing engagement with consumers through digital content and social media. In summary, by understanding the consumer’s purchase decision process, cruises are attempting to reinvent their marketing strategy in the current environment. Companies are understanding that consumers are trying to travel the ocean. As a result, consumers are looking for cruise lines that guarantee the health and safety of its customers. Social media and applications inform consumers in a more engaging way by promoting different cruise routes and involving them in potential giveaways. Ultimately, the market is constantly changing and adapting to restrictions the global pandemic has caused; companies change marketing strategies to promote their service in a digital world.

Sources: Villar, D. F. (2020, November 17). How can cruise and airlines reinvent themselves post-COVID to win back consumers. WTM Global Hub. Retrieved February 3, 2022, from https://hub.wtm.com/how-can-cruise-and-airlines-reinvent-themselves-post-covid-to-win-back-consumers/ 

\Cruise passenger demographics: Who will be on my cruise? Cruise Reviews, Cruise Deals and Cruises - Cruise Critic. (n.d.). Retrieved February 3, 2022, from https://www.cruisecritic.com/articles.cfm?ID=4008 

Google. (n.d.). 3 engagement strategies for cruise marketers to win with consumers - think with google. Google. Retrieved February 3, 2022, from https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/cruise-marketing-engagement-strategy/