Cruise ship_Not just for Grandma and Grandpa anymore

1. Cruise ship_Not just for Grandma and Grandpa anymore

3. Contents • Overview about cruise ship • Cruise lines & Market share • Change in cruise ship industry • SWOT analyses • Conclusion

4. Cruise ship Industry • A large ship coined in1818, operated out of New York City - the first shipping establishment, offering a scheduled from the U.S. to England. • Until 1975-1980, cruises offered shuffleboard, deck chairs, "drinks with umbrellas and little else for a few hundred passengers." After 1980, they offered increasing amenities. As of 2010, city-sized ships have dozens of amenities. ThanhLoan

5. This industry is now one of the fastest growing sectors of the travel industry. • The global cruise ship industry sees an annual growth of about 7 percent. • There have been nine or more newly-built cruise ships added every year since 2001 ThanhLoan

6. Appealing destination to cruise ship. Source: CLIA 2008 Market profile study ThanhLoan

7. The number of passengers in each year (1990-2010) Source: CLIA 2008 Market profile study ThanhLoan

8. Cruise lines &Market share Cruise lines’s Capacity Cuise line Cruise ship industry’s market share Source: CLIA 2008 Market profile study Battu

9. The combination of an attractive vacation value and marketing buzz surrounding new ship designs will provide opportunity to introduce new cruisers to the cruising experience. This will stimulate market growth for the industry through 2013. The end of 2013 projects passengers carried to reach 21.3 million, a 15.7% increase from 2010 Battu

10. Major competitors and Market share * Total worldwide cruise passenger capacity will increase 6.9% over 2009. * Annualized total passengers carried worldwide in 2010 are estimated at 18.4 million. * The total worldwide cruise market is estimated at $26.8 billion, a 7.4% increase from 2009. Battu

11. Changes in Cruise ship industry Factors: Titanic Facilities Price Advertising and Promotion Customer Segment Port Location Sudiana

12. Factors • Titanic The release of Titanic movie, about a passenger ship that sank somewhat turn out to have a surprising impact towards the demand for cruise vacations, for instance Royal Caribbean experienced their largest booking during the month following the movie release. • Facilities New ships were built much bigger and steadier to improve their physical facilities and service include by adding casinos, shopping arcades, theatres, health spas, internet access in every stateroom, suite with private balconies, and even a skating rink. Sudiana

13. Factors • Price Price were adjusted to the type of cruise, shorter and cheaper cruise were available for price-sensitive customer. • Advertising and Promotion Major sums were devoted to advertising and promotion programs to inform the customer about the type of cruise, the rates and the amenities available. Sudiana

14. Factors • Customer Segment Ship designs, onboard amenities and activities, food and beverage options, itineraries, and prices were all tailored to specific demographic, social, and lifestyle groups. For instance, P&O Princess launched “Ocean Village” cruises in the Mediterranean in 2003, targeted at younger couples who enjoy sports and educational activities. Sudiana

15. Port Location Ships were located in more ports around the world - from Southampton in the United Kingdom to Hong Kong, Majorca, Australia, and even Galveston, Texas - to draw passengers from a wider geographic area. Sudiana

16. SWOT ANALYSIS Nikki

17. STRENGTHS • EXCEPTIONAL VALUE PROPOSITION • WIDE APPEAL • POSITIVE GUEST DEMOGRAPHICS • FAVORABLE SUPPY AND DEMAND BALANCE • CONSISTENT MARKET GROWTH Nikki

18. SMALL SEGMENT OF TOURISM • ECONOMIC DOWNTURN WEAKNESS Nikki

19. OPPORTUNITIES • Globalization- deterritorialization” • Growing middle class in many countries (ASIA) • Expanding cruise tours to Asian countries • Changes in consumer perceptions of vacation (cruise ships as a real destination, not ports) • Variety of lifestyles- satisfying demands Anja

20. Terrorist attacks – modern piracy • High energy costs • Natural disasters- tsunami, typhoons; • Demand and supply concentrated in North America- less buying power • Potential changes in “FLAG OF CONVENIENCE” system • Pollution of harbors THREATS Anja

21. Conclusion Marko

22. Cruise ship industry today invests a lot of effort to sustainability • Climate Change • Energy Reduction • Environmental Footprint • Shipboard Waste Management • Shipboard Wastewater Management • Environmental Compliance • Environmental Training • ISO 14001 Certifications • Corporate Governance – Health, Environmental, Safety and Security • Employee Training and Benefits • Sustainability/ Corporate Social Responsibility Marko

23. Energy reduction (ISO 14001 Environmental Management Systems (EMS): • Itinerary and arrival/ departure changes • Vessel shore power installations (“Cold Ironing”) • Optimization of diesel generator use at sea and in port • Installation of more energy efficient lighting • Use of anti-fouling release coating (marine coating) technology Marko

24. Heating, Ventilation, and Air Conditioning (HVAC) Control/ Automation • Systems • Periodic cleaning of propellers and hulls • Dynamic Trimming Assistant (DTA) systems • Evaporator management • Development of new ships’ ability to use alternative fuels

25. Thank you for attention!