THE CRUISE SHIP INDUSTRY

ITINERARIES AND DESTINATIONS

PLANNING

Identification and evaluation of aspects to be considered in the planning and development of cruise itineraries.

In spite of the multiple and varied possibilities and combinations offered by the nearly 2,000 ports capable of receiving cruise ships around the world, choosing the right cruise itinerary or destination fitting the particular vacation expectations in each market segment can be a challenging task.

To start with, there is a significant difference between first-time cruise passengers, with a demand for intensive itineraries and a variety of shore excursions and services; and experienced clientele, interested in more extensive, relaxing itineraries to remote sities and areas with less population density, as well as longer stays at ports of call.

In the same way, preferences vary among passengers on budget, premium and luxury cruise ships. Thus, and in the case of luxury cruises, there is a clear preference on visiting exotic, remote destinations around the world.

Such a diversity in the demand for this kind of services has a decisive influence on planning strategies developed and implemented by the companies and operators in the cruise industry, forcing the executives in the sector to consider the target markets for each particular itinerary so as to achieve a balance between the number of cruise days and ports of call along it, which can be especially challenging if we consider the fact that large cruise ships transport people of diverse origen and condition, with also different preferences and expectations.

To design a new itinerary, cruise lines conduct surveys and studies focused on the experiences, views and degree of satisfaction of previous and current customers to determine preferences and objectives in their potential clientele, formulating several hypothetical itineraries that will be carefully analysed, including, in some cases, site visits and consultation with local experts.

In any case, there are several factors and questions to be considered when designing a cruise itinerary:

The homeport and its accessibility as an embarkation point in terms of travel costs and hassles for passengers.
The length and duration of the cruise, which will influence the number of ports visited by the ship and the duration of the stay in each of them, with a diversity of possibilities, tourism experiences and strategies to satisfy the variable demand of an heterogeneous clientele, which includes first-time passengers interested in short cruises to sample a holiday at sea because of the uncertainty of a new experience, and veteran cruisers looking for longer itineraries to faraway places and experiences.
Innovation, diversification and variety of ports of call and destinations. An important part of the cruise offer and a crucial issue to develop and maintain a clientele.
Surveys consistently find that the majority of cruise travellers search for a balance between the traditional tourist offers and new, innovative programs offering unusual and unique experiences, both onboard and onshore.
In the same way, repeat cruisers are pushed by the desire to visit new destinations with innovative offers, which is accentuated in the case of luxury cruises, with much more experienced and exacting passengers looking for unique, exclusive destinations.
Consequently, a successful itinerary planning to meet the different expectations of such a diversified market, and that includes experienced travellers and new customers, is dependent on an exact combination of already known options and destinations, activities and attractions that provide innovation and new experiencies.
The port and onshore facilities, infrastructures and services in each destination as an essential part of the final value of the cruise in terms of quality service and customer satisfaction, play a main role when considering a destination as a viable option within an itinerary.
First of all, aspects such as the physical structure and design of port facilities are examined to determine their compliance with international port security and safety standards, relating both the vessel and the passengers.
Cruise companies are keen to provide the suitable variety of recreational and leisure services and facilities in an environment as controlled and safe as possible when ashore, avoiding places and situations that are known to cause fear and anxiety among passengers (crime, terrorism, local political and social conflicts, unknown local languages and cultural practices, fear of becoming lost, etc.), which stimulates diverse forms of collaboration with port and local authorities in terms of investment in the more adequate infrastructures and services.
In the other hand, surround areas are an element to be considered in the case of cruises offering expedition travels, activities related to nature, wildlife viewing and adventure sports.
Congestion in ports of call visited by the cruise. A main challenge for cruise planners, with many implications and difficulties, from problems to find a suitable date to meet the demands to stay at popular port, to difficulties to find a berth, which becomes a very serious, frequent problem in the case of destinations with small population density, or in luxury and smaller cruises with the most exacting passengers on board.
Local regulations and bureaucracy.
Specific weather conditions in each geographical area. Thus, and for instance, from June through November, the Caribbean can be affected by hurricanes, and the Alaskan glaciers can be only visited during summer months.
Cost-related factors associated to the length of the itinerary, the visited destinations and the time spent in each port, such as fuel consumption and port charges and taxes, among others.

A wide diversity of interrelated subjects, variables and conditions that have to be individually evaluated during the development process to ensure the safety and profitability of each cruise project before its startup date.