Prior to the Covid-19 pandemic, the cruise industry has played a major role in the global economy through job opportunities and high growth rates in terms of financial performance.  After nearly a two-year drought, cruise lines are embarking on international ports of call, despite some obstacles, such as the emergence of new strains of the Covid-19 virus and its variants.
 
“CLIA (Cruise Lines Industry Association) forecasts passenger numbers will not only meet but exceed pre-pandemic levels by the end of 2023. And according to Cruise Industry News' cruise ship orderbook for ocean-going vessels, nearly 40 new ships are lined up to debut this year alone, with more than 75 vessels on order through 2027,” according to CNN.
 
Cruising is undoubtedly back, albeit with a somewhat revamped look and feel. In addition to the ongoing pandemic-driven protocols, such as proof of vaccination or fulfilling testing requirements before and after embarkation, there will be several slightly different approaches to ensure the wellbeing of everyone onboard, and by extension, the population of all the destination spots.
 
Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency based in New York City, spotlights the top five cruise trends to emerge from the Covid-19 pandemic.
 
Enhanced Contactless Experience
 
Now, more than ever, digital experiences are vital for the future of cruise lines as we emerge from the COVID pandemic. Granted, cruise lines have already begun employing the use of technology onboard, such as touchless payments and QR codes for menus.
 
Before embarking, you can expect to check in for the cruise ahead of time. Boarding passes will be available on your phone, and in combination with staggered arrivals, this will help speed up the boarding process.
 
“Smartphones and wearable tech like bracelets or medallions now commonly double as boarding passes and keycards; some wearable devices even allow guests to track traveling companions onboard,” according to CNN
 
Most, if not all, major cruise lines feature their own mobile apps. The more modernly designed apps offer key cards for cabin unlocking capabilities, tracking devices for kids, real-time visibility into venues.
 
Select cruise lines now feature numerous booking options to reserve dining and shore experiences, as well as booking spa treatments, shows, and activities with the tap of a screen.
 
Unique Cruise Opportunities
 
Recently, there’s been an increase in the cruise industry offering unique cruise experiences. Women-centered cruises are largely becoming common, with activities ranging from panel discussions to visiting businesses operated by other women.
 
“Women can travel in many ways, some of which include themed cruises, singles cruises, LGBT cruises, luxury cruises, party cruises, and relaxation. Although they are unique options available to women-centered cruises, these themed options are offered generally as well,” according to CruiseBooking.com.
 
Solo trips are increasingly common, and for solo cruisers, it definitely costs a pretty penny, which can make it difficult when you have a tight budget. In response, cruise lines are offering special discounts and are even now designing a stateroom for one.
 
 
Food and Beverages
 
This rising trend stems from focusing on dispersing cruisers to dine throughout the ship, which in this new era, future cruisers can expect to see an emphasis on. Majority of newly designed ships provide a wide range of venue choices, which will now include more specialty restaurants that either have a set per-person price or are available a la carte.
 
“The dining packages, which will vary in price and options across cruise lines, allow the cruisers to prepay for the specialty restaurants, to avoid the stress of paying the bill at the end of a relaxing venture.,” according to Travel Weekly.
 
Cruises are stepping up to the plate with healthier options on the menu that offer everyone something to enjoy. “The goal is to emphasize wellness and healthy eating, while cutting back on unnecessary fats and calories.,” according to CruiseBooking.com
 
Passengers can expect the self-service buffet to be replaced with a staff-served buffet, and many even offer a variety of complimentary locations on the ship!
 
New Destinations
 
The luxury expedition cruising market is expected to have its most successful year this year. Even before the pandemic, data shows that cruisers demonstrated a strong preference for a smaller and a more intimate ship experience.
 
Although this option is on the pricier end, these smaller vessels can visit exotic, must-see destinations, otherwise inaccessible to larger cruise ships.
 
This is great news because this means smaller expedition ships will account for fewer crowds, which will keep port cities steady afloat and mitigate over tourism.
 
In addition, future cruisers can expect more “cruise line private island calls and off-season destination options,” according to Travel Weekly. Get ready to show off your hot vacation spots this winter.
 
Array of Onboard Experiences
 
In recent years, large cruise lines have perfected the superior experience: a ship-within-a-ship! This concept combines the lavish and cozy atmosphere of small expedition voyages with the attractions of big commercial cruise liners.
 
Features can include private sun terraces, garden rooftops, pools and decks, bars, restaurants, and lounges with round-the-clock butler service reserved just for passengers staying within. Most of these exclusive ship areas are built with keycard access-only. As mentioned earlier, all this is dependent on the ship and the cruise company itself.
 
For those who are just looking to build excitement for their first cruise, you can expect an infinity pool on almost every cruise line! Some ships will even feature a cantilevered pool, which refers to a pool that just out over the edge, which in this case is a ship.
 
“Other onboard activities will expand to entertain passengers with trivia nights, cooking classes, wine-tasting, rope courses, etc.  Select lines are looking to arrange conferences and seminars.,” according to CruiseBooking.com. 
 
This is perfect for networking opportunities and elevating your education if you love to travel, but can’t seem to stay away from work or school.
  
By Rania Perales at Allen Marketing Communications, Inc.

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Generation Z, or Gen-Zers, are people who are born between 1996 and 2010 and range in age from 10 to 25 years old. According to Forbes, “Gen-Z comprises 40 percent of total U.S. consumers, which amounts to a staggering $143 billion in spending power.”
 
Gen-Zers are the key to the future in more ways than one, and it’s important to know how to market to them to keep businesses healthy and the market strong.   This generation is
tech savvy and they have grown up with smartphones, tablets and the internet. 
 
Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency based in New York City, shares key insights for marketing to Gen Zers.
 
What to Know About Gen-Z

• Trust in large institutions is on the decline from Gen-Z. According to Forbes, “two months of tracking saw a 10  percent drop in the average trust rating for 15 major institutions, the largest declines being with the police, U.S. government, criminal justice system, and the news media.”

 

• “Establishing transparency is key. As a generation raised alongside the growing tech sector, Gen-Z is definitely the most tech-savvy, meaning they know how to do their research. “They’re not afraid of doing a deep dive into your company’s history and seeing what you’re all about, so be sure to maintain honesty and transparency or it’ll be uncovered.” (Source:  Later Blog)

 
How to Reach Gen-Z
According to Forbes,” about half (49 percent) of Gen-Z gets the majority of their news through social media apps, as opposed to 12 percent who get it from TV.” So if you’re looking to get some news out to this generation, putting it on television is not the way to go.
 
Social media platforms such as Instagram, YouTube Twitter, and TikTok as marketing tools are the best and most efficient way to reach an audience such as Gen-Z, who is constantly using social media.
 
“Emphasize eye-catching visual content. When it comes to social media, 81 percent of Gen Z say Instagram and YouTube are their preferred social networks of choice. And when asked which networks Gen Z wants to see brands use more of, 56 percent said Instagram while 38 percent pointed to YouTube.” (Source:  Sprout Social)
 
How Will Gen-Z Help the Travel Industry?
With such great spending power, Gen-Zers are also posed to reinvigorate the travel and food and beverage industries after they both tanked during Covid. According to FINN Partners, “nearly two-thirds of Gen Zers are planning “revenge travel,”’ and as the generation least concerned with Covid, they’re most eager to get back on planes and trains.
 
Though Gen-Zers have the most spending power as a consumer as a whole, their individual spending power as a young generation is limited, meaning they’ll be looking for discounted and more affordable travel options. In addition, Gen-Z is concerned with the impact of travel on the environment, so they’ll also be looking for more sustainable and environmentally-friendly travel options.
 
“Contiki published a survey last year to determine the travel habits of Generation Z. They had 1,200 participants ranging in age from 18 to 35. Let’s take a look at the most relevant results for 2022:”  (Source:  Moonstride) Here are highlights from the survey

• “Sixty-seven percent would buy a mystery ticket without knowing where they were going until the day before.” (Source:  Moonstride)
• “Fifty-eight percent would travel even if it meant being quarantined upon their return.”  (Source:  Moonstride)
• “Free cancellation (86 percent) and the ability to change their mind (74 percent) are important factors in booking. “ (Source:  Moonstride)
• “Eighty-six percent are looking for one-of-a-kind experiences (food-related, safaris, stargazing…)” (Source:  Moonstride)

Gen Zers who have just graduated from college are creating their bucket list and checking things off as they embark on two, sometimes three trips in a year.
 
How Will Gen-Zers Help the Food and Beverage Industry?
 
As for the food industry, staying in touch with younger consumers is the key to keeping business growing into the future. Nutrition Insight calls Gen-Z the “lifeblood of the future,” as marketing to younger consumers are what keeps F&B (food and beverage) brands in business.
 
Gen Zers are influencing the food and beverage industries with these developments.
 

• “The growing importance of food delivery, as well as take-out, grab-and-go food and beverages, and other off-premise dining: (Source:  Nestle Professional)
• “The emergence of alternative concepts like meal kits, street food, pop-ups, food trucks, and other nontraditional venues.” (Source:  Nestle Professional)
• “The evolution of all-day dining formats that encourage any time of day convenience, expanded choice, flexibility for snacking and healthy options.” (Source:  Nestle Professional)
• “The development of such digital solutions as tabletop tablets, self-service ordering kiosks, takeout and delivery apps, mobile payment, and other Gen Z technology”(Source:  Nestle Professional)

It’s important to note that Gen-Zer are more conscious with their spending, as they’ve been through multiple economic stressors, and are more health and time conscious as well, opting for ready-made and on-the-go meals often fortified with nutrients.
 
Our travel and lifestyle public relations professionals are here to help savvy marketers reach Gen Zers who are coming of age.   Give us a call.
 
By Marley Merrihew at Allen Marketing Communications, Inc.