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Celebration Cruise

Celebration Cruise. Celebrate…come on!. Rachael, Travis, Merryn & Emma. Company Overview. A family- and event-oriented cruise of the Pacific North West that focuses on affordability and intimate atmosphere. Target Market & Buyer Behavior.

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Celebration Cruise

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  1. Celebration Cruise Celebrate…come on! Rachael, Travis, Merryn & Emma

  2. Company Overview • A family- and event-oriented cruise of the Pacific North West that focuses on affordability and intimate atmosphere.

  3. Target Market & Buyer Behavior • Primary target middle to upper class families looking for a getaway • Secondary market will comprise of family events such as: reunions, milestones, second marriages and business conferences including spouses and children

  4. Competition • Cruise industry is always growing • Carnival has upwards of 98 ships throughout the world. • Alaska sees over 15 various cruises in the summer season.

  5. Opportunities • Growing cruise market • Access to emerging Asian economies • Well-trained tourism workforce • Costa Concordia disaster-potentially an opportunity or threat

  6. Threats • Weak US and Global Economy • Enbridge Pipeline • Climate Change • Costa Concordia Disaster

  7. Objectives • Long-Term: • 14 -15,000 people in 2015, around 85% capacity for 26 cruises a season • Winter cruise by 2016 • Achieve a 30% rebook rate over 10 years Short-Term: • Second Season (2013) 10,000 people total for 26 cruises (mid-April to mid-Oct) • Reach 200,000 people through web-based advertising by 2013

  8. Product • Travels from Vancouver to Alaska • Along the Inside Passage • Ports of Call: - Prince Rupert - Juneau - Skagway

  9. Product • Holds 700 passengers and over 250 crew members • Multiple facilities and services for guests to enjoy • Kid-friendly • Fun for the whole family

  10. Product • Our cruise emphasized family events, such as: - Weddings - Birthdays - Reunions - Milestones - Corporate Retreats

  11. Price

  12. Discounts - Seniors 60+, Loyalty Points Program • Methods of Payment: Major credit cards, debit, cash, and Celebration Cruise Cards • Seasonality: $100 for July & August • Packages & Bundles: “Sea Wedding” “Family Reunion” “More the Merrier” • Additional Costs: alcoholic drinks, casino,additional F&Bbought outside of meal times, babysitting, and banquet hall reservations, i.e. Wedding ceremonies and receptions.

  13. Place • Celebration headquarters is located in Vancouver • Cruises will depart from and return to Vancouver after travelling up to Skagway, Alaska.

  14. Intermediaries • Travel Agents • Company Website • Hotel Concierges • Payment Methods - cash or card • Celebration will support our intermediaries: - Ship tour at the beginning of each season - Commissions - Incentives

  15. Promotion • Primarily web-based • Virtual tour to tangibilize the product • Extensive use of social networking • Web analytics to target specific customers • Events marketed to previous customers and event planners • Different ads tailored for children, parents, grandparents • Different forms present throughout entire buyer decision making process

  16. Celebration Cruise Celebrate…come on!

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