Cruise Line Market Segmentation
First Class and Premium Cruise Lines
The cruise industry is segmented into four types of cruises based on certain characteristics that define the on-board lifestyle and overall vacation experience.
The First-Class cruise lines, (also known as the mass market lines), and the Premium cruise lines are resort-style vacations offering a broad base of services, destinations and amenities that are affordable to most travelers.
Over the past few years these lines have mimicked one another's successes so much that the two segments have merged in their "mass-clusivity" to create a large contemporary segment of the cruise market.
But there are still some definite differences as outlined below. It is best to focus on your client's lifestyle when making recommendations rather than using the price or your client's age as deciding factors.
First Class Cruise Lines
Carnival Cruise Line
Costa Cruise Line
Disney Cruise Line
Mediterranean Shipping Company
(MSC)
Norwegian Cruise Line
Royal Caribbean International
Premium Cruise Lines
Azamara Cruise Line
Celebrity Cruises
Holland America Line
Oceania Cruises
Princess Cruises
General Characteristics of First Class Cruise Lines
Large ships
Pax capacity 2000-3500 people
Small cabins
Good food
Family friendly
Fitness/Sports-oriented
3-7 night itineraries
3-4 star service
Price point $-$$$
KeyWord: Quantity
General Characteristics of Premium Cruise Lines
Medium-sized Ships
Pax capacity 1500-2000 people
Large cabins
Fine dining
Family friendly, but more adult-oriented
Spa-oriented
7-14 night itineraries
4-5 star service
Price point $$-$$$
KeyWord: Quality
CRUISE LINE MARKET SEGMENTATION
on Luxury and Specialty Cruise Lines
All cruise lines provide a level of luxury, but a true luxury cruise is defined by the highest levels of quality and personalized service. Luxury cruisers are discerning travelers who desire the best of everything. Expensive when compared to the rest of the industry, luxury lines deliver great value by offering more inclusive pricing than other cruise lines and opportunities to travel to exotic destinations. They are also often surprisingly informal.
Each of the Speciality cruise lines focus on a destination niche or a special style of cruising including expedition-style cruises, sailing ships and a growing number of river cruises. The Speciality lines all offer a unique experience that guests find educational and adventurous, and may take them to some of the world's most remote and unspoiled places.
Luxury Cruise Lines
Crystal Cruises (All Inclusive with Butler service)
Cunard Line
Regent Seven Seas Cruises
Seabourn (The Yachts of)
Sea Dream Yacht Club
Silversea Cruises
Come away with Silversea to a place where life is not just better … it’s the best. Our ocean-view suites are exceptionally spacious, all have dedicated butler service and 80% offer the luxury of your own private veranda. Onboard, an all-inclusive lifestyle allows you to relax completely. Fine wines and spirits are complimentary throughout the ship. Open-seating restaurants feature gourmet cuisine. In-suite meals are served course by course. Sophisticated entertainment enriches your experience. Fares include gratuities.Speciality Cruise Lines
Amadeus Waterways
Cruise West
Delta Queen Steamboat Co.
Discovery World Cruises
Norwegian Coastal Voyages
Orient Line
Peter Deilmann
Star Clippers
Uniworld
Viking River Cruises
Windjammer Barefoot Cruises
Windstar Cruises
General Characteristics of Luxury Cruise Lines
Small Ships
Pax capacity 300-800 people
Huge cabins or all suites
Gourmet cuisine
Not family-friendly
Spa-oriented
10+ night itineraries
5-6 star service
Price point $$$$$
Keyword: Exclusivity
General Characteristics of Specialty Cruise Lines
Very Small ships
Passenger capacity 100-300 people
Mixed cabin accommodations
Mixed dining options
Not suitable for most families
Few fitness or spa options
3-20 night itineraries
3-5 star service
Price point $$$$-$$$$$
KeyWord: Adventure
