April, 2013 – This article from Seatrade Insider discusses how among the affluent, online booking by computer was the most frequently used method for buying a cruise last year. (http://www.seatrade-insider.com/news/news-headlines/study-shows-affluent-cruisers-prefer-booking-online.html?nspPage=1)
In a recent survey by the American Affluence Research Center of the wealthiest 10% of US households, online booking by computer was the most frequently mentioned method for buying a cruise among 54% of the affluent consumers who had cruised during the prior 12 months.
About a third booked by phone and 2% of the affluent consumers booked via a mobile device. The remainder, only 11% of the affluent cruisers, booked in a travel store.
Online booking of a cruise was highest among the ages 50 to 59 (62%) and men (60%). Booking by phone was highest among the under age 50 (54%). Phone reservations were the most popular method among those under age 50 (54% versus 32% by computer) and more than $6m net worth group (38% versus 34% by computer).
Cruises were taken during the prior 12 months by 14% of the respondents. With a population of 11.4m affluent households, an estimated 1.6m households (or 3.2m total cruisers) cruised during the prior 12 months. This represented about 28% of the total North America originating market.
Among those who cruised, 86% reported doing online research before booking their cruise. The affluent consumers represented by the survey account for about half of all consumer spending.
The new survey by the American Affluence Research Center is based on 463 male and female survey participants who have an average annual household income of $309,000, an average primary residence value of $1.2m, an average net worth of $3.1m and average investable assets of $1.8m.
The American Affluence Research Center has been conducting its twice yearly affluent market tracking studies since 2002.