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Cruise Marketing Strategies of Carnival Cruise Lines and Thomas Tui

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Cruise Marketing Strategies of Carnival Cruise Lines and Thomas Tui
209AMG Tourism Marketing 1 Cruise Marketing Strategies of Carnival Cruise Lines and Thomas TUI Monisha Chauhan 3093632

This report will identify the cruise marketing strategies of Carnival Cruise Lines and Thomson TUI in the UK. The report will be comparing each company to the other and how well each company is performing throughout the years gone by. Assessment of their positioning and pricing policies also will be acknowledged. It will also review the effectiveness of their promotion and advertisement campaigns.
Cruising has become popular in the UK and throughout the world for holidays. Breaking travel news states that, ‘Cruise holidays are on the rise and the cruise industry seems well-positioned for continued growth’. However some individuals are still striving to experience cruising due to expensive cruise prices, seasickness, fear or traveling on boat and many more reasons.
Fig 1 Growth of the Cruise Line Industry

The two major cruise lines which will be discussed within this report are Carnival Cruise Lines and Thomson TUI. Carnival Cruise lines belongs to Carnival Cooperation which was formed in 1972 which started off from a single ship ‘the Mardi gras’. Thomas TUI cruise lines belong to the TUI Travel PLC and they offer a wide range of cruise packages and also packaged holidays which include flight and hotel.

Market Segmentation is important within a company as it helps to market the product more efficiently targeting certain tourists to a specific destination. Also another key concept is the image portrayed onto a destination. The UK tourism market is changing all the time as every individual are different and have different purposes for travel. For example people travel for business reasons, leisure, health, visiting friends and family, sport, culture and many more. These have therefore been shown on leaflets, advertisements to help to promote what is on offer aimed towards these certain groups of
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