Australian Cruise Essay

|Cruise line: |Target market’s |Benefits offered (differentiation): |
|Carnival Cruise lines |All ages |a wide variety of on-board choices; a fun, relaxed |
|Resort / Contemporary Cruise | |atmosphere; outstanding value; and beautiful and exciting |
|Lines | |destinations. there's definitely something for everyone on|
| | |a Carnival cruise. |
|Royal Caribbean
|All ages |cruise adventures, entertainment and activities, sports, |
|Resort / Contemporary Cruise | |exiting destinations. |
|Lines | |you'll find a wide range of travelers onboard their ships.|
| | |In particular, Royal Caribbean attracts couples, families,|
| | |and singles. Most of their guests are active people that |
| | |are seeking a fun-filled vacation. |
|P&O & Princess Cruise lines |P&O 30-80 |The younger P&O cruise ships (Arcadia and Ventura) feature|
|P&O Cruises in Australia |Princess: honeymooners, singles, couples, families,|far more onboard amenities than the older ones. For |
|Resort / Contemporary Cruise |seniors |instance, the fitness center and spa onboard each of these|
|Lines but go more to premium. |Age-wise, the crowd typically found onboard a P&O |ships far surpasses that of the more senior fleet members |
| |Cruises Australia cruise is quite mixed and is |Princess pioneered the concept of putting passengers in |
| |fairly lively.
they boast an impressive 40%+ repeat|control of their own cruise experience. This revolutionary|
| |customer rate on their cruises |concept gave passengers the freedom to choose from a wide |
| | |range of flexible onboard facilities, amenities and |
| | |services in order to create a personal vacation experience|
| | |to suit their own needs and preferences. |
| | |The Princess fleet are specifically designed to provide |
| | |the ultimate in affordable luxury, with an emphasis on |
| | |"big ship choice with small ship feel.
|
|AIDA cruise line |the younger, more active German-speaking traveler |Casual, they allow their off-duty crew members to meet and|
| | |mingle with passengers throughout each cruise.
Emphasized |
| | |by their choice in dining style. Active, wellness and |
| | |fitness theme. |
|Costa lines |Families, seniors, and honeymooners. |Costa calls it "Cruising Italian Style." Reflecting on |
|Resort / Contemporary Cruise |Their Caribbean cruises usually attract a younger |their rich Italian heritage. Practice your swing with |
|Lines |crowd than their Europe and South America cruises. |Costa's onboard golf pro, attend a wine tasting, an art |
| | |auction, or simply relax in a comfortable deck chair and |
| | |watch the world go by. |
| | |Costa cruise are mostly in Europe.
|
|Cunard Line Ltd. |Woppers, Wealthy, healthy older people. 40-80 |Aboard each five-star vessel and in unique adventures |
|Premium |a typical Cunard Line passenger is a well-traveled,|ashore, guests blend music and painting with cuisine and |
| |sophisticated person that enjoys the finer things |conversation, invigorating walks with reading and |
| |in life. |relaxation, explorations of historic landmarks with the |
| | |spectacle and purity of nature. This is the Cunard legacy:|
| | |timeless elegance, incomparable service, intriguing |
| | |destinations and, quite simply, a more cultured experience|
|Holland America Line |50-80 |A traditional cruising style with a comfortable refined |
|Premium |Holland America Line has a reputation as being very|social environment creates a loyal clientele by providing |
| |popular with senior citizen cruisers; however, they|quality, consistency and Asian-style service to |
| |have made great strides recently in attracting |destinations around the world. |
| |younger, hipper cruisers. |Their ships are elegant, with a very courteous staff and |
| | |five-star dining. By expanding their children's programs |
| | |and facilities, adding internet cafes, they try to attract|
| | |a younger market. |
|Seabourn |Woppers, Wealthy, healthy older people. 50-80 |An award winning Seabourn spa, the all-suite Seabourn |
|Luxury |A Seabourn cruise it not really geared towards |staterooms are filled with top qualify offerings. Seabourn|
| |family cruising (however, there will be slightly |offers a daily afternoon tea service to its passengers. |
| |more families than usual on a shorter Seabourn |Being that bar drinks are complimentary, you'll find a |
| |cruise). A typical Seabourn cruiser is a well-to-do|very social atmosphere aboard the ship. Seabourn offers an|
| |highly seasoned traveler, seeking the "best of the |excellent onboard enrichment program. |
| |best." While on a Seabourn cruise you'll find that | |
| |many of the passengers are past guests of Seabourn,| |
| |as they have developed a faithful following. | |
|Silversea Cruiselines |There is no set children's program available |As an innovator in the ultra-luxury segment, Silversea |
|Luxury |onboard any of the Silversea ships, as a Silversea |quickly became the favorite among modern affluent |
| |cruise is not a typical vacation choice for |travelers with its all-inclusive pricing, and unmatched |
| |families. Most Silversea passengers are very |onboard product enhanced by partnerships with the world's |
| |affluent travelers, used to the "best of |most respected luxury brands --Bvlgari, Davidoff and |
| |everything." A significant amount of Silversea's |Relais & Châteaux |
| |passengers are retired, looking to relax and be | |
| |wined and dined. | |

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