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1 of 1 people found the following review helpful
5.0 out of 5 stars Fascinating insiders account of how the cruise industry sees itself and the future, 28 May 2007
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This review is from: Selling the Sea: An Inside Look at the Cruise Industry (Paperback)
This is a difficult book to pigeonhole. Part history, part travel

agent sales manual, part business book - its a fascinating

combination of how cruise lines see themselves and who and how they

market themselves. One theme running throughout is an obsession with

expanding the market. Sections cover some of the backstage parts of

ship operation and the chapter on how cruise lines position

themselves is quite interesting.

Many might be familiar with the term demographic for a subsection of

the population. Well the book develops that further for potential

cruise passengers to include the concept of psychographic - the kind

of state of mind/ outlook of the target markets. In many cases it is

this that cruise marketing is addressing more than demographics per

se. A good example might be Royal Caribbean's 'Get out there'

campaign targetting active families wanting to try new things in a

save setting.

If you want pictures, you want texts on the ships themselves or the

inside story on backroom deals in the cruise line, this isn't the

book for you. But it is a very balanced (all lines get their place

and positive coverage - not carnival skewed) and I thought

fascinating look at how the lines see themselves, who they are trying

to appeal to and how they do it.
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4.8 out of 5 stars (4 customer reviews)
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