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THE OVERVIEW
2011 CLIA Cruise Market Overview
Statistical Cruise Industry Data Through 2010

TABLE OF CONTENTS
PAGE

EXECUTIVE SUMMARY
A.

1

RECENT MARKET/GROWTH STATISTICS
1. OVERALL PASSENGER GROWTH -- NORTH AMERICAN CRUISE MARKET
2. GROWTH BY CRUISE LENGTH -- NORTH AMERICAN MARKET
3. AVERAGE LENGTH OF CRUISE

2
4
5

B.

CRUISE MARKET POTENTIAL

6

C.

SOURCE OF BUSINESS/PASSENGERS – CLIA MEMBER LINES
1. REGIONAL PASSENGER CONTRIBUTION (1990 VS 2010)
6
2. REGIONAL CONTRIBUTION BY CRUISE LENGTH (USA) 2010)
7
3. NORTH AMERICA--BY STATE /PROVINCE
8
4. NORTH AMERICA- RANK BY STATE /PROVINCE………………………………………….10

D.

CRUISE CAPACITY
1. NORTH AMERICAN PASSENGER CAPACITY BY CRUISE LINE 2010
2. CAPACITY CHANGES 2011-2015
3. COMPOSITE CAPACITY CHANGES 1981-2015 AND CAPACITY UTILIZATION 2010 4. GEOGRAPHICAL DESTINATION/APPLICATION

12
13
15
16

CLIA-AS AN ASSOCIATION
1. CRUISE INDUSTRY REPRESENTATION

17

OTHER KEY SOURCES OF INFORMATION ON THE CRUISE INDUSTRY
1. BOOKS AND PAMPHLETS
2. PERIODICALS/CONSUMER
3. OTHER SOURCES

18
19
19

E.

F.

2011 Cruise Lines International Association
All Rights Reserved

i

EXECUTIVE SUMMARY

The cruise industry is the most exciting growth category in the entire leisure market. Since 1980, the industry has had an average annual passenger growth rate of 7.6% per annum.
The cruise industry is young. From 1980 - 2010, over 191 million passengers have taken a cruise (2+ days). Of this number, 67% of the total passengers have been generated in the past 10 years. 39 percent of total passengers have been generated in the past five years alone.

The cruise market potential is strong. Over the next three years, over 50 million North Americans indicate an interest to cruise. To date, approximately 24% of the U.S. population has ever cruised. By maintaining historical occupancy levels, the cruise industry will welcome 16 million guests in 2011.

The cruise product is incredibly diversified with literally a cruise vacation for everyone. Over the past 10 years, the industry has responded to extensive market and consumer research that has guided the addition of new destinations, new ship design concepts, new on-board/on-shore activities, new themes and new cruise lengths to reflect the changing vacation patterns of today’s market.

The cruise industry’s product delivers unparalleled customer satisfaction. Whether a frequent or first-time cruiser, the cruise experience consistently exceeds expectations on a wide range of important vacation attributes. On a comparative basis versus other vacation categories, cruising consistently receives top marks. The on-going challenge for our industry is to convert cruise prospects into new cruisers.

Cruising is an important vehicle for sampling destination areas to which passengers may return. 82% of cruise passengers agree that a cruise vacation is good way to sample destinations that they may wish to visit again on a land-based vacation. Nearly 40% of cruise vacationers state that they returned to vacation at a destination first visited by cruise.. Cruisers are not exclusively cruisers; rather they are frequent vacationers who cruise as part of their vacation mix. The North American cruise market is strong across all 50 states and Canada. Today’s arrays of airlift options and streamlined port processing have opened up cruising as a vacation alternative to more and more individuals. The addition of new North American embarkation ports provides cruise vacationers more options and opportunities to drive versus fly. CLIA Member Lines capacity utilization/deployment. From a capacity standpoint, utilization is consistently over 100%. In 2010 the CLIA industry occupancy rate was 103.2%. For 2011 the Caribbean and Bahamas represents the number one destination with 41.3% of capacity deployment. The Mediterranean, Europe, Alaska, and Mexico follow the Caribbean in popularity. CLIA has become one of the...
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