Business challenge
UK demand for cruises is on the rise, with holidaymakers becoming increasingly interested in the opportunity for new experiences that multi-centre holidays bring. Carnival UK wanted to set up the long-term success of their brands by gaining insight into the sustainability landscape and how it impacts holiday decision-making.
Our approach
We conducted a robust quantitative survey speaking to a total of 4,355 respondents (this included existing guests of the client, non-cruising potentials, competitor cruisers and environmental cruise rejectors).
We explored:
- Customer expectations in terms of sustainability when making holiday decisions and how this may change in the future.
- Brand performance and the role of cruise brands & guests in achieving sustainability.
- Communication strategies for guests and non-guests to ease concerns around sustainability.
Outcome
Through this research, we were able to identify customers’ sustainability priories in the context of everyday life, when on holiday and when on a cruise. The results are helping the client to inform their sustainability strategy and ensure they are meeting sustainability targets.