Posted By Cruise Market Watch / 16th February 2013
Unloading relief supplies on Carnival Splendor 2010-11-09 2 (Photo credit: Wikipedia)
The “Pop Tart Cruise” on Carnival Splendor November 2010 was greeted with curiosity and had little impact to bookings or ticket prices. The Costa Concordia January 2012 incident was greeted with shock. Bookings and prices did drop and while they have since recovered; public consciousness of the event still hasn't gone away (and either has Captain Schettino). I get the sense the “Cruise from Hell” on the Carnival Triumph February 2013 is being greeted with “enough is enough.”
Sure, with over 10,000 annual cruise sailings every year there are little things that can happen to cruise ships (pier bumps, rouge waves etc.,). And with a seven percent compounded annual growth rate, the likelihood of such events simply continues to be multiplied. Nevertheless, when a company dusts off the pre-Concordia advertising campaign themed “Land vs. Sea” to run in the subsequent year’s wave season, one is tempted to question good judgment.
I know. Memories are short. The media will move on to new stories. Carnival obviously overcame the fact its first cruise ship, the Mardi Gras, ran aground on a sandbar during its inaugural voyage in 1972. And don’t expect any instant drop in ticket prices. Prices for close-in sailings (those sold one to three months in advance of departure) took five months after Concordia to bottom in June 2012 .
The direct impact to the bottom line can be quantified by simply accounting for the 14 canceled Triumph sailings scheduled between Feb 11th and April 13th 2013, plus the ill-fated Feb 7th voyage. The amount totals $20.8 million in revenue according to Cruise Pulse. Based on the Splendor being off line 101 days, we believe Triumph guidance of 71 days is overly aggressive and the Triumph will likely cancel 7 more cruises up to the May 5th sailing, adding $9.8 million to lost ticket revenue.
But unfortunately the story may not end there. On the margin, where cash from ticket revenues meet up with corporate expenses this event will continue to be felt. Not exactly what an industry wants at a time when they are already being squeezed by a slowing European economy and the specter of inflation to costs for fuel and victualing.
When prospective cruisers hear Triumph passengers saying: “The credit, refund and $500 aren't really important. It’s not about the money. We will pay Carnival anything just to let us off the ship.” You have to wonder, will this time be different?
Repeat customers and die-hard cruisers will just get more bargains. And when prices get low enough, it is amazing how memories fade. But no spin can turn this publicity into a good thing for the industry. In order to attract the best talent to work aboard ships, continue to penetrate the large “never before cruised” market and stay the course with investors attracted to exponential passenger growth these events can’t continue. With 10,000 more "at bats" over the next year, getting wood on the ball 99.99% of the time so 20.9 million cruisers all leave happy and share their positive experiences is critical. In the interim, Cruise Market Watch will continue monitoring the ticket revenue and pricing trends.
Posted By Cruise Market Watch / 22nd January 2012
Thus far pricing* for sailings on Costa (all Costa ships, all sailing departure dates) has not changed since the Concordia accident on January 13, 2012. Click on graph below for advertised prices from January 7 to January 21, 2012. Note little or no change to the booking prices. With prices for Costa holding up, wave season for RCL and CCL are likely holding up as well (refer to Cruise Pulse for details).
This finding is backed up by responses from several U.S. travel agents in regard to booking demand. Surprisingly, agents have indicated minimal to no demand impact. Nevertheless, on 12/30/2012 Carnival guided loss a booking slow down in the mid teens.
Interestingly, travel agents are currently Carnival’s best marketing resource. While the “Land vs. Sea” campaign is off the air (given its theme the campaign does not “play well” with current events) thousands of travel agents are out in the community engaged in conversations with prospective cruisers on a daily basis. It is these human one-on-one interactions that assure vacationers this tragic event is a “one off“ and in fact, given the renewed focus on safety and procedures, now is the safest time to cruise ever.
* Average price per day per person, inside cabin.
Posted By Cruise Market Watch / 14th January 2012
I’ve always been fond of the quotation “the law of flotation wasn’t discovered contemplating the sinking of things.” This has certainly held true for the cruise industry – growing the annual number of passengers carried nearly 5 times over the past 20 years. But with over 9,000 sailings worldwide in 2012 the odds of something going wrong somewhere do increase.
Traditionally I have considered the media coverage of cruises ships to be somewhat lopsided. I imagine there are plenty of things going on over the course of a year throughout hotel rooms in Las Vegas for example – but we tend not to hear these stories. By contrast, we do readily hear about the occasional sick cruise ship passenger, bad smell or overboard suicide.
My heart goes out to the passengers and families on Concordia’s sailing. This is a terrible tragedy by any measure. Without diminishing these human experiences, the recent events of the Costa Concordia will at the very least have an impact to Carnival’s near term bottom line, something Cruise Market Watch can measure.
For the Costa Concordia, remaining sailings in Carnival’s First Quarter (Q1) 2012 would have brought in an estimated total of $15.8 million in ticket revenue. For Q2 the impact will be in the order of $47.4 million in ticket revenue, Q3 $63 million and Q4 $45.9 million. Concordia was booking considerably higher prices during the summer (June, July and August). In a “back of the napkin” estimate that assumes the lost ticket revenue falls straight out of the bottom line this would equate to about .02 cents in Q1 earnings per share and .05 cents in Q2. The loss to earnings from the Carnival Splendor incident was .07 cents per share in a single quarter. Things we can’t measure include – what will be costs of raising and repairing the Concordia and when will she sail again? Will those who have already booked future sailings on Concordia transfer their vacations to other ships? What will be the legal actions and operational changes? We will have to wait to hear guidance from Carnival. Update: 12/30/2012 Carnival guided loss be in the range of $155-$175 million after a booking slow down in the mid teens. This news came after initially guiding $85 to $95 million lower (or .11 cents to .12 cents per share) on 12/16/2012.
Fortunately, ship builder Fincantieri has ship yards located right in Italy. Any near term impact to ticket pricing across Costa and other cruise brands will likely correlate with the duration of time in which the story continues to garner news headlines and cruise brands keep their wave season ad campaigns off the television. Pricing impacts will continue to be closely watched.
Posted By Cruise Market Watch / 8th February 2009
In December, I posted Cruise Market Watch’s three New Year's resolutions. One of which was to look at one specific market niche each month where cruise lines can increase penetration, grow market share and revenue. This post is the first installment of that series.
Why look for opportunities to grow revenue from within the larger travel industry?
The cruise industry has only a 2% market share of the total vacation industry. While ships are still going out full, the portion of repeat cruisers is up (i.e. former customers are taking advantage of the price discounts from what they paid last time). But you can only increase past cruiser frequency so much. That is not a sustainable model – there is a limit to the number of cruises one can take.
Nor is the best approach cannibalizing business from other cruise lines. Or even worse, customers trading down within your own company brands from luxury to premium, or premium to contemporary. And where will our industry be when fuel prices start to increase, severely limiting the ability to discount?
With more cruise ship capacity coming online, it is not why, but must. Must prompt non-cruisers to try something different, of a greater perceived value than other related activities they are engaged in today. Cruise lines have to change the game.
Ok, lets get to the meat. Where and how? The niche segment takeaway for the month is spa. As the chart below illustrates, the more cruise lines can improve the perceived spa experience, the more they can enhance the price/value relationship relative to the competition, the more they will acquire share.
How much is out there? The 18,100 spas in United States generate more annual revenue than ski resorts and nearly as much as movie box office receipts. Of these, 77 percent are day spas, 8 percent are resort/hotel spas, 7 percent are club spas, 5 percent are destination spas, 3 percent are medical spas, 3 percent are mineral springs spas and just .3 percent are cruise ship spas.
- The number of spa locations in the U.S. has grown at an annual average of 20% in the last eight years.
- There are more than 32 million active spa-goers
- In 2007, there were 138 million spa visits
- In 2006, there were 110 million spa visits
- In 2007, $10.9 billion of revenue was generated by the U.S. spa industry
- In 2006, $9.4 billion of revenue was generated by the U.S. spa industry
Got your attention? My blog posts over the next several weeks will be about how to get the “spa pod” chirping. To wet your appetite: about 60% of adult men’s bodies are water; babies are born at about 78%. Its not a cruise’s spa, its a spa on a cruise and like our bodies it is in water 24/7 – seems like the most holistic, natural and organic approach to healing.
Source: International Spa Association