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Viewing Baby Boomers Discover and Help to Reinvent CruisesBaby Boomers Discover and Help to Reinvent Cruises
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This one group of guests has probably created more changes in cruise ship programming than any other travelers since Noah's Ark. The same group that made cell phones a cultural phenomenon is having a strong impact on how cruise lines go to market. By Joseph Ewart Are Baby Boomers so different from other cruise passengers? According to many cruise line executives, this one group of guests has probably created more changes in cruise ship programming than any other travelers since Noah's Ark. The same group that made cell phones, BMW's, and flat screen TV's a cultural phenomena is having a strong impact on how cruise lines go to market. At a recent industry conference sponsored by Cruise Lines International Association, Marketing Chairman Dan Hanrahan (who is also president of Celebrity Cruises and Azamara Cruises) pointed out that the lifestyle and interests of Baby Boomers has led to some unique new experiences onboard for all passengers. Baby Boomers, he said, tend to collect experiences rather than physical possessions as they get older. So computer classes are often more popular than Bingo. While at home, busy Boomers dine out more often and therefore seek a wider variety of dining experiences onboard a cruise ship. This has led to a movement from one or two main dining rooms with fixed seating times to more flexible alternative restaurants approximating the feel of a good bistro at home. Flexibility of dining times has led to a change in the old first and second seating system that has been around for 40 years. One cruise line, NCL, threw out the concept completely when it introduced Freestyle Cruising a few years back. Its new ships boast up to 10 restaurants touting an eat-when-and-with-whom-you-choose option. Most other contemporary cruise lines offer a more limited version of this concept, ranging from Princess Cruises 'Anytime Dining' to Holland America's 'As You Wish' open seating program in a section of their main dining rooms. Along with the dining hours and options, healthy lifestyle selections on cruise ship menus, including spa cuisine, has been a steadily growing trend. Speaking of spas, cruise ships have witnessed a transformation from a small sauna and one massage table to elaborate complexes that offer everything from Thalassotherapy pools to hot stone massages. Onboard gyms have followed that trend with most ships now, dedicating thousands of square feet and coveted ocean view space to their exercise facilities. Ashore, Boomers seek excursions that are more action-oriented, although soft adventure is the key here. They want adventure, but in a comfortable environment. Cruise lines call it 'Culture in Comfort'. Forget the tour buses. Today's cruisers are more likely to go river rafting, caving, or cycling down a volcano than to buy T-shirts at a local shop. Cruise ship casinos have evolved from afterthoughts to carefully planned and important centers of revenue. The rule of thumb is that the larger the ship, the more extensive the casino. The notable exceptions are Disney Cruise lines (a corporate choice) and NCL America (Hawaiian law) - ships that offer no casinos at all. However, on the rest, you can find everything from the most popular slots to Texas Hold 'em poker. Of course, Boomers need to stay connected, so Internet cafes on the ships are an important asset. While some of us do not especially like this idea, cell phones are beginning to work at sea as well as in ports where there is service. Busy Boomers are used to instant gratification in their communications world and expect this to carry over to cruise vacations. Last - but not least - are the musical proclivities of the Boomer generation. They grew up on jazz, blue grass, and rock and roll. The cruise lines keep this in mind when planning and selecting musical groups and live shows. In the minds of these travelers, the only rap they are interested in is probably a seaweed wrap at the spa! See you onboard. About the Author: Joe Ewart is a 30-year cruise industry veteran and a member of the Cruise Lines International Association Hall of Fame. He is CEO and editor of www.CruiseJungle.com an informational cruise web site designed for consumers. Article Source: Adult Escapes - http://www.AdultEscapes.com More free articles: 1st Rate Articles - 1stRateArticles.com |
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