Abstract
This report covers all cruises of two days or more marketed and/or sold in the North American market. Its general theme is that, although long-term growth is assured, the North American upward curve is likely to flatten as the market matures and as cruise companies broaden the range of their sourcing for passengers.
Discussed are market value, size and areas of segmentation; the financial performance of the major cruise companies; the marketing initiatives and plans of the key brands; the industry' s growth curve and current new building program; the key market drivers; and developments in the public perception of the cruise product. The report is a close-up look at the cruise market and the major players within this industry sector, and includes analysis based on unique consumer survey findings.
North America accounts for two thirds of cruise passengers worldwide; has topped 10 million passengers for the first time in 2006; and is set to reach 14 million passengers annually by 2011. Although less than 18% of North Americans have taken a cruise, the market generates $19 billion in revenue and contributes $32 billion to the US economy. An aging-and increasing-population should ensure long-term growth, but the market continues to face challenges from state legislators and environmental groups concerned about people and marine pollution issues.
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