MAY 17, 2006

Passions and Pastimes on the High Seas

As you learned from Josie’s post yesterday, the two of us just returned from an amazing Carribean cruise. While planning the cruise, I knew I would enjoy myself, but I did not expect to love it. I am such an active person that I worried I would be bored on the days we were “at sea” and were stuck on the ship. Now I find that funny, as I am so exhausted from my trip that I feel like I need another vacation to recover.  Through the experience I realized how much consumers value the activities on their vacation- almost as much as the final destination. The cruise industry has clearly recognized this and I predict that other industries will be quick to follow. 

As the resident Passions & Pastimes guru, I was truly impressed with the wide array of activities offered on the ship. This included a casino, ice skating rink, rock wall, in-line skating track, mini golf course, basketball court, water slide, running track, movie theater, three swimming pools, and countless hot tubs. Not to mention the other activities, such as bingo, dance parties, art auctions, church services, guest speakers, and comedy shows.  I also took advantage of a scuba diving course and achieved my full open water certification while on board.  I am not the only one who takes advantage of the many activities while “cruising” (I learned that term this week). Royal Caribbean recently announced that the rock climbing wall has become so popular that they are going to put them on all of their ships!

Shore excursions offered by the cruise lines have become more diversified and adventurous, to match the tastes of their customers. Options for cruise excursions include swimming with the dolphins, race car driving, white water rafting, rappelling, zip-lining, heli-hiking, and shark diving. The CEO of the Cruise Lines International Association (CLIA), Terry L. Dale, describes this shift:

“Active or adventurous optional tours add excitement and enrichment to a cruise vacation. A significant number of today’s cruise vacationers are seekers and explorers. They’re not the passive bus-tour type. They may kayak one day and join a mountain-bike trek the next, and they’ll find these and other activities aboard today’s ships.”

It is important to recognize that it is not only extreme adventures that attract consumers. Many travelers want to pursue their favorite pastime or hobbie while cruising, and spend time with people who have similar interests. A recent New York Times article (subscription required) focused on the growing popularity of scrapbooking cruises. According to the article, Carnival cruise lines offers about 20 scrapbooking cruises a year. CLIA spokesperson, Brian Major said:

"It’s a phenomenon that has taken hold across the industry. Whether it’s people interested in Harley-Davidsons, knitting or scrapbooking, there is a trend toward organizing a trip around a common interest."

Theme cruises have become much more diversified and it seems there truly is something for everyone. A glance at a popular cruise message board shows people talking about their theme cruises including The Organ Music Lovers Cruise, The Rusty Wallace Nascar Cruise, The Maine’s Fishing Village Cruise,  The Baseball Greats Cruise, and The Home Theater Cruise.

The New Persuasion lesson about consumers is obvious. Travelers enjoy active vacations with many options and like trying new and different things. In fact, our dinner table consisted of eight first time cruisers, who said they chose a cruise so they could do something different everyday. However, people also often want to engage in their favorite activities from home. The cruise industry has identified ways to allow people to do what they already love but may not have time to enjoy in their everyday life. On a ship there is no cooking or laundry to distract you from scrapbooking. The cruise industry has also identified niche groups, of which there are many, that bring people together. Just think of all those organ music lovers out there who thought they were alone in their passion.  And during their specialized cruise, they could finally play their music as loud and as often as they wanted and only bother the fish.