Princess Cruises to offer trade partners psychographic data for better targeting

By Travolution
By Travolution
July 11, 2014 01:48 PM GMT

Princess Cruises is to share new data with key trade partners to help them attract cruisers from the right customer base.

Paul Ludlow, managing director for the UK, Ireland and Europe, said cruise lines could no longer rely purely on demographics but needed to understand a full profile of the target audience.

He said Princess was building up psychographic data, which reflects the interests, attitudes and personality of its customer base.

The data was compiled following research with past passengers, prospective cruisers and ‘cruise rejecters’ to understand their motivations and needs, Ludlow said.

“We’re passing that information on to our key trade partners, because it is important to get the right people matched to the right cruise line,” he said. “Demographics are all well and good, but a better way of understanding your customers is through psychographics.

“We’re using data to help us find what we call a ‘meaningful traveller’, which is someone who is looking for an enriching experience while exploring the world.

“The cruise market in the UK has a lot more potential, but we need to be more intelligent in the way we approach it.

“Customers are very savvy and that needs to be reflected.”

He said Princess was 50% ahead of target for 2015 bookings. He attributed this to having more ships sailing in Europe; and the line’s new drinks packages, which he said appealed to UK travellers.

The Cruise Show, featuring Princess Cruises’ Royal Princess, airs tonight (Friday) at 8pm on ITV1.

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