Meeting and event planners whose colleagues are still on the fence about cruising can find some great ammunition from CLIA. New data released by the Cruise Lines International Association last week in their 2011 Cruise Market Profile Study stunned me.

Market Growth

For several years we’ve been telling group organizers that “only 20% of the total US population has ever taken a cruise”, (meaning, it’s likely to be a new, exciting experience for most people). Now, according to the new findings, that number has shot up to 24% – or almost 1 in 4 US adults.

WOW!  That’s amazing growth considering this: when I first fell into the cruise industry in the 70’s, only 4% of US adults had ever cruised.  It took all this time to reach 20% and suddenly, between 2008 and 2011 it’s now 24%.

Guest Satisfaction

What’s even more important than market expansion for Event Planners is this: While absorbing significant growth, cruise lines have been able to maintain very high guest-satisfaction ratings: 94% of passengers rated cruising as a satisfying vacation – 45% even called it “extremely satisfying”. (Virtually the same as in the 2008 study: 94.8% and 44% respectively.)

Group/Event Cruising

Groups and events are a vital source of passengers for the cruise industry. Over the past 5 years, 38% of cruisers indicate they had cruised at least once as part of a group or event. Breaking down that 38%, Group travel was mentioned by 18%, Honeymoons 11%, Themed events 10%, Incentive cruises 5%, Business Meetings 3%. (The total exceeds 38% due to multiple mentions.)

Perception of Value

People who have cruised clearly see the superior value of a cruise vs. land-based vacations. Cruises were rated as a “very/somewhat high value” by 70% of passengers while only 55% of them rated their land vacations that way. Group organizers can therefore anticipate their attendees will be similarly impressed when they have an opportunity to cruise.

Benefits of Cruising

People who haven’t ever cruised can’ t fully grasp the benefits this type of travel provides. When comparing cruise benefits, cruise passengers rated 24 attributes higher (“much/somewhat better”) than non-cruisers — usually by a substantial degree.

Here are the attributes most relevant to Meeting Planners and Group Organizers

(Cruisers vs. Non-cruisers): Chance to visit several different destinations (65% vs. 42%).  Fine dining (56% vs 27%).  Hassle-free (54% vs. 26%). Relax/Get away from it all (54% vs. 30%). Being pampered (54% vs. 33%). Variety of activities (49% vs. 26%).  Unique and different (48% vs. 32%). High quality entertainment (48% vs. 28%). Offers something for everyone (48% vs. 26%).

If you’ve been considering a group cruise, this data may help your colleagues see the light. And if you have questions, we’re here to help!

Editor’s Note: Jo Kling is co-founder of Landry & Kling Cruise Event Services and Chief Executive Officer of Seasite.com, the first online cruise portal for meetings and group events.

Filed under: Cruise News, Meeting & Incentive News, Miscellaneous