Overview Cruise Industry Spending & Satisfaction Cruise Baltic Region Andrew J. Moody, Ph.D. for and G. P. Wild (International) Limited
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The impacts are based on surveys from 2013 to 2015 at 12 Baltic ports in 9 different countries as follows: Aarhus, Gdynia, Helsinki, Klaipeda, Kristiansand, Malmo, Oslo, Rostock, Skagen, St. Petersburg Stockholm and Tallinn. Slide 3
There were 2,181 cruise calls at Baltic ports during 2015. Transit Calls: 1,777 Turnaround Calls: 404 An estimated 623,209 passengers embarked on cruises from Cruise Baltic ports The principal turnaround ports were: Copenhagen, Kiel, Rostock and Stockholm. These four ports accounted for about 97% of total embarkations in the region. Another 3.04 million cruise passengers arrived in the 30 Cruise Baltic ports. Of these, an estimated 2.94 million (96.6%) disembarked and visited the port region. The five largest transit ports (St. Petersburg, Tallinn, Helsinki, Stockholm and Copenhagen) accounted for 70% of the Cruise Baltic total. An estimated 663,500 crew disembarked during cruise calls during 2015 and visited the Cruise Baltic ports. Slide 4
The analysis of transit passengers and crew visiting Cruise Baltic ports during the 2015 cruise season showed the following: Transit passengers visiting Cruise Baltic ports spent an average of 79.22 in each port with tours and retail shopping accounting for 79% of their expenditures. Crew visiting these ports spent an average of 24.24 with food and beverages, entertainment and retail shopping accounting for 74% of their expenditures. Data on average expenditures by turnaround passengers at the Cruise Baltic turnaround ports indicate that the average passenger spends 167 per visit. The average turnaround passenger spent 123.78 per passenger on lodging and food and beverages, 74% of their total expenditures. Average Expenditure per Passenger/Crew Category Turnaround Transit Crew F&B & Entertainment 55.17 6.32 8.09 Tours & Ground Transportation 18.57 44.94 2.71 Retail Goods 13.36 17.98 9.90 Other Purchases 10.92 9.98 3.54 Accommodations 68.61 -- -- Total 166.63 79.22 24.24 Slide 5
Passengers and crew spent an estimated 353 million during 2015. Turnaround passengers accounted for 29% of the total with transit passengers accounting for another 66% and crew 5%. Passengers and crew spent 145 million on tours and other ground transportation, accounting for 41% of total expenditures. Expenditures for lodging and food and beverages totaled 101.1 million. Turnaround passengers accounted for 76% of these expenditures. Purchases of retail goods totaled 67.8 million and accounted for 19% of total spending by passengers and crew. Total Expenditures ( Millions) Category Turnaround Transit Crew Total F&B & Entertainment 34.38 18.59 5.37 58.34 Tours & Ground Transportation 11.57 132.07 1.80 145.44 Retail Goods 8.32 52.85 6.57 67.75 Other Purchases 6.80 29.34 2.35 38.49 Accommodations 42.76 -- -- 42.76 Total 103.84 232.84 16.09 352.76 Slide 6
Cruise lines spent an estimated 355.8 million throughout the region as a result of the cruise calls at the Cruise Baltic ports. These included spending for provisions, hotel supplies, fuel and equipment used onboard the cruise ships. Spending in the manufacturing sector totaled 138.8 million, 39% of the total. These expenditures were concentrated in the food processing, petroleum and the machinery industries. Another 120.6 million, 34% of the total, was spent in the transportation and utilities sector. These expenditures were comprised primarily of port fees. Industry Total Expenditures Millions Manufacturing 138.80 Wholesale & Retail Trade 24.84 Transportation & Utilities 120.55 All Others 71.62 Total 355.82 Slide 7
Expenditures by the cruise lines and their passengers and crew totaled 708.6 million in 2015 throughout the Cruise Baltic region. The transportation sector, primarily tour operators and cruise ports, had the highest direct expenditure impact with 266 million, 37% of total expenditures. The manufacturing sector had the second highest direct expenditure impact with 138.8 million, 20% of the direct expenditure impact. The wholesale and retail trade sector also accounted for about 20% of the direct expenditure impact with 131.1 million. The hospitality sector (hotels, restaurants, bars) followed with 101.1 million in expenditures, 14% of the direct expenditure impact. Direct Cruise Industry Expenditures Millions Manufacturing 138.80 Wholesale & Retail Trade 131.07 Transportation & Utilities 265.99 Hospitality 101.09 All Others 71.62 Total 708.59 Slide 8
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Overall passengers felt very satisfied with their visit to the Cruise Baltic ports. The vast majority of passengers (92%) felt that their visit met or exceeded their expectations and were very satisfied with their overall visit with a mean score of 4.15. 72% of the passengers felt that their visit exceeded their expectations. Attribute Mean Score Extremely Very Somewhat Not Too Not At All Not Satisfied Satisfied Satisfied Satisfied Satisfied Satisfied Satisfied Initial Shoreside Welcome 4.02 37.9% 36.7% 17.8% 4.6% 2.9% 93.4% 6.6% Guided Tour 4.06 41.8% 33.5% 16.6% 5.1% 2.9% 91.9% 8.1% Historic Sites/Museums 4.18 42.4% 38.5% 14.7% 3.2% 1.2% 96.6% 3.4% Variety of things to see and do 4.07 37.5% 39.4% 17.4% 4.4% 1.3% 94.3% 5.7% Friendliness of Residents 4.13 41.2% 38.2% 15.3% 3.5% 1.9% 94.6% 5.4% Overall Shopping Experience 3.87 28.2% 40.8% 22.9% 5.9% 2.2% 91.9% 8.1% Courtesy of Employees 4.20 43.8% 38.1% 14.3% 2.5% 1.4% 96.1% 3.9% Overall Prices 3.47 16.9% 34.0% 32.7% 12.0% 4.3% 84.1% 15.9% Local Transportation 4.16 43.7% 38.2% 11.6% 3.4% 3.1% 94.4% 5.6% Overall Visit 4.15 39.1% 42.7% 13.6% 3.3% 1.3% 95.4% 4.6% Visit Met Expectations 3.90 28.4% 43.9% 19.9% 5.5% 2.4% 92.1% 7.9% Greatly Exceeded Exceeded Met Fell Short Fell Far Short Met or Exceeded Scale is 1 to 5 with 5 being the highest score. The mean scores can be interpreted as follows: Extremely Satisfied: greater than 4.5; Very Satisfied: 3.5 4.5; Somewhat Satisfied: 2.5-3.5; Not Too Satisfied: 1.5 2.5; Not At All Satisfied: less than 1.5. Fell Short Slide 10
Courtesy of employees and historic sites received the highest mean scores of about 4.20, with about 81% of the respondents being either extremely or very satisfied with each. These were followed by local transportation and friendliness of residents which received mean scores of about 4.15 with about 80% of the respondents being either extremely or very satisfied. Guided tours received a mean score of 4.06 with 75% stating that they were either extremely or very satisfied. Attribute Mean Score Extremely Very Somewhat Not Too Not At All Not Satisfied Satisfied Satisfied Satisfied Satisfied Satisfied Satisfied Initial Shoreside Welcome 4.02 37.9% 36.7% 17.8% 4.6% 2.9% 93.4% 6.6% Guided Tour 4.06 41.8% 33.5% 16.6% 5.1% 2.9% 91.9% 8.1% Historic Sites/Museums 4.18 42.4% 38.5% 14.7% 3.2% 1.2% 96.6% 3.4% Variety of things to see and do 4.07 37.5% 39.4% 17.4% 4.4% 1.3% 94.3% 5.7% Friendliness of Residents 4.13 41.2% 38.2% 15.3% 3.5% 1.9% 94.6% 5.4% Overall Shopping Experience 3.87 28.2% 40.8% 22.9% 5.9% 2.2% 91.9% 8.1% Courtesy of Employees 4.20 43.8% 38.1% 14.3% 2.5% 1.4% 96.1% 3.9% Overall Prices 3.47 16.9% 34.0% 32.7% 12.0% 4.3% 84.1% 15.9% Local Transportation 4.16 43.7% 38.2% 11.6% 3.4% 3.1% 94.4% 5.6% Overall Visit 4.15 39.1% 42.7% 13.6% 3.3% 1.3% 95.4% 4.6% Visit Met Expectations 3.90 28.4% 43.9% 19.9% 5.5% 2.4% 92.1% 7.9% Greatly Exceeded Exceeded Met Fell Short Fell Far Short Met or Exceeded Fell Short Scale is 1 to 5 with 5 being the highest score. The mean scores can be interpreted as follows: Extremely Satisfied: greater than 4.5; Very Satisfied: 3.5 4.5; Somewhat Satisfied: 2.5-3.5; Not Too Satisfied: 1.5 2.5; Not At All Satisfied: less than 1.5. Slide 11
Slide 12 Thank You