Frank Barrett ACE Cruise Convention 2012
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Frank Barrett's (Travel Editor of The Mail on Sunday) presentation at this year's Cruise Convention in Birmingham.
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Frank Barrett ACE Cruise Convention 2012
- 1. Frank Barrett: A Travel Editor’s Perspective on Cruise Thursday 20th September 2012
- 5. Aunty
- 7. Outstanding Value for Money Great Service
- 8. The big issue(s) Readers fear booking early. Feel they have paid too much. Better deals could emerge.
- 9. Early booker promises “Holidaymakers understandably get frustrated when they find out they have paid significantly more than someone else for exactly the same package.” P & O Cruises Managing Director - Carol Marlow “We are making a significant change to our approach to selling cruises - doing so on the back of what our customers are telling us - and fit for purpose in an economy where customers want peace of mind and outstanding value for money.” Cunard Managing Director and President - Peter Shanks
- 10. Potential cruisers 769 539 668 Have not been on a have been on Would not consider cruise but would a cruise a cruise holiday consider a cruise holiday
- 11. Expense
- 12. The fear of human contact
- 13. The big issue(s)
- 14. The knowledge gap 92% value for money Greater Clarity Source: Cruise Survey 2012. Base: Core readers - cruisers 769. Thinking about the cost, how would you rate your last cruise in terms of value for money.
- 17. 66% Source: NRS January - June 2012
- 18. 31% Of all cruises in the last three years Source: NRS January - June 2012
- 22. The online world = The newspaper = ‘The Wild West’ ‘A walled garden’ Endless / Overwhelming Directed Treasures to Go in any be found direction Manageable Anodyne Go your Safe Limited Need a guide own way Potential Trusted dangers
- 23. Frank Barrett: A Travel Editor’s Perspective on Cruise Thursday 20th September 2012
Notas del editor
- Today there are three main issues I would like to talk to you about Number one is price which is the main issue of concern to current cruisers Number two is the knowledge gap between those who do cruise and those who do not cruise Number three: How newspapers help change perceptions and will continue to do so....
- Click within the video to make it play. Intro: The early 1960s. Video clip featuring The Beatles playing the Cavern Club, Spurs winning the double, JFK becoming President etc, (45 secs long).
- P&O Arcadia cruise from Southampton to Palma, Athens and Gibraltar.
- Here I am, on the right!
- Since then I have been on over 50 cruises. As Travel Editor of The Mail on Sunday I have been to over X countries
- So what is to like about cruising? What’s not to like. Great food, lots of entertainment, general knowledge quizzes, chances to visit new places, quizzes, fun and more quizzes. And for some reason I love travelling in immense luxury! Any holiday where I have a constantly restocked mini bar and a butler gets my vote. However the two main advantages for me of cruise is that cruise consistently delivers outstanding value for money and great services.
- The single biggest issue for our readers at the moment is (Click) price. The major gripe which will not be a surprise to you is they feel they have paid too much or else they have been charged for things they thought should have been included in the basic package such as tips. These are the issues which clog up my inbox etc (click) Readers fear a better deal could emerge.
- This problem is slowly being eroded as companies such as P&O and Cunard have realised the issues this creates, especially true in an industry such as cruising Repeat business is so vital to all the different brands and people talk!! This will definitely be welcome by our readers who consistently talk to each other and are prone to the odd moan. We all know that a big battle for the cruise industry has been and is to convince the cruise rejectors. (Click to next slide)
- As you can see our research over the last few years has uncovered many reasons for cruise rejectors. The cost of cruising figures quite high as well as the old favourites such as sea sickness and the fear of human contact!! (Click to next slide)
- This is from my lead article in Cruise Mail just this month.
- The number one reason for potenetial cruisers not going on a cruise is a perception that cruises are too expensive. I would like to ask you one question? (Click to go to next slide)
- How is it that 92% of cruisers talk about the value of cruising, I know that cruises offer outstanding value for money, you all know this Yet a lot of our audience who are considering a cruise state that cruises are too expensive. This may suggest that the message is not getting through to potential cruisers. So the challenge this reveals is how you can all challenge this perception? If you want to attract new cruisers into your market, in these difficult and challenging economic times, you must comvince them of the value of your product. There can be no doubt that the biggest driver of people towards cruising is the all-inclusive value for money it offers.
- Another issue that we have consistently encountered through our research is the perception of the ship. A number of operators who do advertorials with us demand that there should be no pictures of the ship, fearful this will deter potential bookers. The ship is the heart of the cruise, it’s what makes the cruise. A ship is a positive, not a negative. All the misconceptions about the size of a ship really don’t endure after you’ve spent 30 minutes on board. People are afraid of all sorts of things...but they can be persuaded. Look at the success of 50 shades of Grey (click to next slide)
- So how will your friendly newspapers help you all sell more cruises? (Click to next slide) 66% of all cruises are taken by national newspaper readers. Compare this to other holiday types and it is clear that there is a massive synergy between newspapers and cruisers. The average age of a Mail reader is 54, newspapers reach your target demographic.
- And You must never forget, Mail newspapers dominate. 31% of all cruises in the last three years had Mail readers on board.
- This is why The Mail on Sunday (and the Daily Mail) write about cruising so much. Every single week we publish articles on cruising and have recently published, Cruise Mail, a 16 page supplement bought by two million people. In it I wrote to our readers, telling them to stop worrying and start sailing. (Click and this will bring up a snippet from the article) We will continue to try to persuade our readers they are missing out on something great.
- We regularly publish articles on every aspect of cruising and are arguably one of the only national newspapers to devote so much coverage to cruise.
- The advantage of newspapers is trust. (Click to next slide)
- If I can compare newspapers to the online world, the distinction is clear...despite the Leverson report! Can we use examples of how readers trust the content in the Mail and act.