Our very own Nancy Seogalutze, Senior Account Director for our client, Carnival, recently attended the Travel Trends Conference to hear what’s new for strategy, tech and creative in the world of cruise holidays. Here are the key takeaways we learned to help shape CRM and beyond in the coming months.

 

Cruise holidays are sailing into a new era

 

After a challenging few years for cruise holidays, growth is back on board with demand continuing to rise. The holiday markets busiest booking period is right around the corner too, with January continuing to be the biggest opportunity for brands to fill their ships.

We also learned some top trends to take advantage of: the Caribbean is making a comeback with all-boutique hotels and two-centre trips; adventures to far-away lands are surging in popularity; and travellers are placing higher value on authentic, immersive journeys.

 

Reviews and recommendations matter

 

The most powerful source for holiday recommendation remains word of mouth, with potential guests trusting the opinions of real people above all else – food for thought when it comes to content in channels like CRM.

While on the format front, traditional media like brochures are gaining popularity, and platforms like Which? are key in building customer confidence. It’s all about trust – communicating with customers in a considered, relevant and personal way.

 

Managing tech platforms and the role of AI

 

No 2024 conference is complete without AI insights, and this one was no different. AI is proving to have an important part to play in the ability for agencies and brands alike to work efficiently and show agility – but not as a replacement for human creativity.

Meanwhile, we’re seeing challenges with the escalating cost of martech platforms. There are a lot of options out there and many brands are paying over the odds without realising the full potential of their tech stack.

 

Our audience is evolving

 

We’re seeing a rise in solo female travellers, with insights showing independence and sense of adventure as their motivation. For over 50s, longer stays and tailored travel experiences are driving them to book. And there’s a potential opportunity with Gen Z luxury seekers who are looking for premium experiences – could a cruise be the right holiday for them?

There are economic sensitivities to be aware of as well – rising costs are affecting some demographics, especially those with higher mortgage commitments. So, it’s no wonder we’re seeing early-bird promotions and targeted email campaigns boost engagement.

 

Why CRM matters for cruise brands

 

Customer relationship management is a vital channel for brands to reach their customers with personalised, relevant comms that drive short term growth and build long term affinity – but it is currently underutilised in the travel industry.

While above-the-line ad spend often shows low return on investment, CRM is demonstrating a powerful opportunity to not only engage with millions of customers on a tailored, one-to-one level, but also to empower other marketing channels to deliver better, more effective marketing.