Cruise lines are companies that run cruise ships. Cruise lines operate transportation business and leisure entertainment business; these two activities are carried down into the ships themselves, which both have a crew headed by the ship's captain, and a hospitality staff headed by the equivalent of a hotel manager (Brey, Klenosky, Lehto & Morrison 2008). This type of business has proven to be favored over other types of vacations due to the luxury involved and all in one place services. Cruise ships compete with Land based resorts for holiday guests.

Competitive edge

Cruise ship vacation offers maximum relaxation at minimal costs compared to land based resorts. They make it easy to visit several places in a single trip without the need to move from one place to another, re-packing belongings and, or shifting from one hotel to another to visit each place. The hotel rooms are always there and some cruise line companies provide the transportation. Cruise lines are continuing to grow because of their all inclusive packages while resorts are struggling to maintain their market share.

Strategies

To remain competitive in the market, cruise lines are improving the services they are offering, and their products are diversifying with time. Cruise companies once catered primarily to seniors but today, passengers’ age has diversified significantly. Cruise lines are appealing to young adults and families with children and teens due to well designed programs for all age groups. Cruise companies are providing easy-to-navigate websites which provide pages of content that help in exploring cruise travel options before booking. Another common and most appealing strategy is offering significant discounts on cabin fares to attract more customers. There are increased and advanced services such as specialty restaurants, shore excursions, spa treatments, and destination itineraries featuring new places to discover, new experiences and exotic destinations around the world. Other strategies include the continuing introduction of new ships which is designed to continue to heighten interest coupled with excitement in luxury and river cruising (Brey, Klenosky, Lehto & Morrison 2008). Cruise ships are also offering state-of-the-art conference meeting facilities.

Conclusion

Over the years cruise ship vacationing has become a floating resort that is providing the maximum possible relaxation, leisure and entertainment facilities all in one place at minimum cost, hence making it more attractive to customers (Brey, Klenosky, Lehto & Morrison 2008). Among the advantages of cruising over the land resorts is the all-inclusive pricing structure and great excitement for holiday visitors.

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