Canada New England Cruise Symposium, Cruise and the Community, Andy Moody

1. BREA
Economic Impact
of the Cruise Industry
in the Canada/New England Market
Presented by
Andrew J. Moody, Ph.D.
Canada/New England Cruise Symposium
Saint John, NB
June 9, 2010

2. Canada/New England Market
• Over the past decade the bed Cruise Capacity in the Canada/New England Market
day capacity in the CNE market
2,500,000 3.00%
has trended up.
1,911,135
2,000,000
• The CNE share of global 1,488,585
2.50%
capacity has been fairly stable 1,500,000 2.08%
1,107,689 1.93%
between 1.5 and 2%. 2.00%
1,000,000
• Its growth has come in spurts 500,000
1.50%
1.19%
with increases in excess of
30% in 2000, 2004 and 2007. - 1.00%
1998 2000 2002 2004 2006 2008
Global Share (Right() Bedday Capacity (Left)
• It appears that capacity will
Source: Cruise Lines International Association
exceed 2,000,000 bed days in
2010.
BREA Slide 2
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3. Background
• Economic Impact Studies in Canada and the U.S.
– Canada (2007): Northwest Cruiseship Assn and Particpating
ports.
– U.S. (2008): Cruise Lines International Assn.
• Data Sources
– Survey of association member cruise lines
• Operations: capacity, passengers, cruise days
• Revenues: cruise fares, on-board revenues
• Expenses by category, vendor and location
– Survey of cruise ports: cruise ship calls and passenger flows
– Passenger spending surveys: BREA and third-party surveys
BREA Slide 3
www.breanet.com

4. Sources of Direct Spending
United States Europe Canada Caribbean Total
Passenger & Crew Spending     
Capital Expenditures     
Cruise Line Operations
    
Cruise Line Employees     
: Greater than 40% : Between 25% and 40% : Between 10% and 25%
: Less then 10%
BREA Slide 4
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5. Industry Impact of Direct Spending
Transportation Financial & Business
Manufacturing Trade
& Distribution Services
Passenger & Crew Spending    
Capital Expenditures
   
Cruise Line Operations
   
Cruise Line Employees    
: greatest impact ……….. : least impact
Manufacturing & Services: High Wages/High Productivity
Distribution & Trade: Low Wages/Low Productivity
BREA Slide 5
www.breanet.com

6. Cruise Industry Spending: Canada - 2007
• Throughout Canada the cruise industry generated a total of $1.1 billion in
direct spending or $571 per passenger visit.
– On average cruise lines accounted for 60% of the expenditures and passenger and crew
40%.
– The higher the share of embarkations in a market the higher the percentage for cruise
lines’ expenditures.
• Per passenger spending is higher in embarkation markets due to overnight
stays.
• Crew spending on a per passenger basis is fairly similar across markets.
Spend per British Spend per Spend per Atlantic Spend per
Segments Canada Quebec
Pax Columbia Pax Pax Canada Pax
Passenger Visits 1,955,937 1,415,631 110,136 409,514
Cruise Lines $666 $341 $381 $269 $51 $463 $30 $73
Passengers $420 $215 $362 $256 $24 $218 $24 $59
Crew $30 $15 $22 $16 $3 $27 $6 $15
Total (C$ Mil) $1,116 $571 $765 $540 $78 $708 $60 $147
Total Jobs 16,645 11,816 1,104 872 2,129
BREA Slide 6
www.breanet.com

7. Passenger Onshore Spending: Canada - 2007
• Lodging expenditures generally account for 40 to 50% of passenger
expenditures at embarkation ports.
• Per passenger spending at the major transit ports average between
$56 and $66.
– Tours and local transit account for about 40% of passenger expenditures and
retail just under 50%.
– Average spending was slightly lower among the other (smaller) ports.
Other
Montreal Quebec Halifax Saint John Sydney
Ports
Passenger Visits 28,540 63,443 167,905 126,992 40,710 67,963
Lodging $66.57 $14.19
Tours and Local Transit $35.04 $33.10 $26.21 $24.41 $27.02 $25.01
Food and Beverages $31.53 $12.61 $8.34 $6.30 $4.91 $2.94
Other Retail $24.53 $61.47 $31.57 $25.99 $29.48 $20.60
Total $157.67 $121.37 $66.11 $56.70 $61.41 $48.56
Total Pax Spend (C$ Mil) $4.50 $7.70 $11.10 $7.20 $2.50 $3.30
BREA Slide 7
www.breanet.com

8. Cruise Industry Spending: U.S. - 2008
• The principal CNE ports in the U.S. are New York, Boston, Portland and Bar
Harbor.
• Throughout the U.S. the cruise industry generated a total of $19.1 billion in
direct spending or $1,322 per passenger visit.
– On average cruise lines accounted for about 70% of the expenditures and passenger and
crew 30%.
– The higher importance of cruise line spending in the U.S. is the result of a higher proportion
of passenger sourcing in the U.S., higher percentage of embarkations and administrative
spending.
• Cruise line spending is higher in Massachusetts primarily due to spending
for business and professional services.
• New York leads on passenger and crew spending due to higher percentage
of embarkations.
United Spend per Spend per Spend per Spend per
Segments New York Mass. Maine
States Pax Pax Pax Pax
Passenger Visits 14,425,000 533,800 172,000 190,800
Cruise Lines $13,126 $910 $983 $1,842 $398 $2,314 $2 $10
Passengers $4,140 $287 $149 $279 $32 $186 $22 $115
Crew $255 $18 $9 $17 $3 $17 $5 $26
Total (US$ Mil) $19,070 $1,322 $1,141 $2,138 $433 $2,517 $29 $152
BREA
Total Jobs 357,710 13,512 6,388 500
www.breanet.com Slide 8

9. Passenger Onshore Spending: U.S. - 2008
• Lodging expenditures generally account for 40 to 50% of passenger
expenditures at embarkation ports.
• Per passenger spending at the major transit ports average between
$56 and $66.
– Tours and local transit account for about 40% of passenger expenditures and
retail just under 50%.
– Average spending was slightly lower among the other (smaller) ports.
New York Mass. Maine
Passenger Visits 533,800 172,000 190,800
Lodging $104.33 $14.85
Tours and Transportation* $19.02 $14.60 $19.83
Food and Beverages $23.00 $20.21 $20.57
Other Retail $28.45 $42.88 $58.25
Total $174.80 $92.54 $98.65
Total Pax Spend (US$ Mil) $93.31 $15.92 $18.82
BREA Slide 9
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10. Estimated Impacts: CNE Market - 2009
• Embarking cruise passengers spend an average of $174.18.
– Those passengers who have a pre- and/or post-cruise overnight stay spend an average of
$448.73 during their average 2-night stay.
– Those passengers who arrive on the day of the cruise spend an average of $4.23 primarily on
taxis and parking.
• As noted previously, 42% of embarking passengers stay in NYC for an
overnight stay either prior to or after their cruise.
– These passengers spend an average of just over $245 per passenger for lodging and another
$72 for food and beverages
CNE Total
Individual Passenger Visits 1,629,415
Total Spend (C$ Mil) $1,740
Total Spend (US$ Mil) $1,582
Total Jobs 22,400
BREA Slide 10
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11. Micro Impacts: 2,500 Pax Transit Call
• At the Port: 7 – 10 jobs
– Pilot, Ship Agent, Stevedores, Customs Agent
• Passenger Spending Impacts: 95 – 111 jobs
– 2,400 onshore visits: 1,500 tours; 1,500 shoppers; and 750 restaurant visits
– 25 - 30 tour buses with driver and guide: 50 - 60 jobs
– 50 - 75 taxi journeys/rental cars: 5 – 6 jobs
– 1,500 retail visits: 25 – 30 store employees
– 750 restaurant visits: 10 – 15 employees
• Crew Spending Impacts: 12 – 15 jobs
– 350 crew onshore visits: 250 shopper and 175 restaurant visits
– 50 - 75 taxi journeys: 5 - 6 jobs
– 250 retail visits: 5 - 6 store employees
– 175 restaurant visits: 2 - 3 employees
• Total Daily Employment Impact: 114 – 136 jobs per ship call
BREA Slide 11
www.breanet.com