TFWA Insight

Despite being a key sector within the Global Travel Retail channel, the cruise sector is often eclipsed by airport retail, leading to brands often having a limited understanding of shopper dynamics & behaviours during the on-board purchasing decision making process.

As a result, the TFWA Research team identified the requirement to conduct an in-depth research study in order to provide our members with a detailed understanding of the on-board cruise retail channel.

This report, compiled by travel retail research specialist Pi Insight, provides an in-depth account of the on-board cruise retail sector across areas including shopper profiles, categories of interest, purchasing dynamics and purchasing behaviours, with key objectives including:

  • Identifying who the on-board cruise buyer is in terms of demographic & traveller profile
  • Understanding key perceptions of on-board retail and key shopper metrics in terms of categories purchased, spend levels and number of items purchased
  • Evaluating key purchase dynamics & behaviours
  • Understanding other retail interactions during the trip e.g. on-land port stores and in-destination stores
  • Identifying key differences across shopping metrics & behaviours between the cruise & airport retail channels.

We are pleased to provide this report as part of TFWA’s member services package; simply log in to the website to download the PDF file. Keep an eye out for further publications in the near future.

Additionally, the replay of the accompanying webinar, which was held on Monday 8th December, will soon be available to watch on the TFWA 365 digital platform accessible here.

2025
Global