1 of 1 people found the following review helpful
Fascinating insiders account of how the cruise industry sees itself and the future,
Verified Purchase(What is this?)
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
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.