And cruise lines have gotten a lot better at marketing
“People in the industry are beginning to learn not every cruise is for every person,” says Christine Duffy, President of Carnival Cruise Line, which has nine brands under its umbrella including Seabourn, Princess, and Holland America. “We’ve gotten a lot smarter about who we target to get on which ship.”
Much of this is done through targeted advertising via social media and search engines. In their ads, cruise lines are overhauling their image for the youngsters who might have never considered it for a vacation.
“With social media and digital marketing, we can be much more personalized on who we focus on,” Duffy says. “For the Carnival brand, it’s always been known as the fun ships. People who enjoy a Carnival Cruise want to socialize. They want participatory fun, something fun always going on.”
Cruise lines are aggressively competing for millennial consumers who want to balance international travel and action with pure, uncut laziness at sea. Ship designs have gotten ever bigger, and more insane. The food and entertainment are better than ever. Costs are down. If this is a golden age for cruise lines, there’s little wonder why they’re winding up with all the gold.