Business Intelligence Fact Sharing

Talking to the Right Audience

Air & Transfers – more you add – more Booking sticks

• 10% use our Air • Galapagos 27%, Repos 26%

Average Days between cruise Booking & Transfers • 45% of guests that book transfers add within 1 week of booking • On average, guest book transfers 103 days after booking the cruise

Why do non-cruisers decide to cruise?

• FACT #1 Ultimately the destination and many destinations in one single vacation.

• FACT #2 90% FTC book and cruise within the same 12 month period. 50-50 split between 6-12 months out and less than 6 months.

• FACT #3 TA who over-index in booking FTC cross-promote through agency databases to mine the land-vacationers

• FACT #4 Overwhelmingly, Recommendations from Family and Friends being the most important factor for a) trying choosing and b) trying Celebrity

• FACT #5 The two main triggers for picking a cruise for this year’s vacation are a) now we have the chance to cruise and b) we wanted a new way to celebrate an event

1) Customers think of Celebrity when they’re planning a cruise to celebrate a personal milestone. (Premium Cruise line)

2) Ages that “pop’ for families include graduation milestones (Middle, High School and College) and certain products coincide with retirement age (Galapagos and 65, for example).

3) Agents who specialize in FTB market tell us Celebrity was selected to mark a special occasion by going up-market. FTC ‘treat’ themselves on a premium brand.

4) Go deeper into Paid Search, always being on for Holidays, Anniversaries, Birthdays and Graduations.

5) Develop an organic search optimization strategy for these milestones too, with links, programs, blogs and user generated content.

Strategy for First Time Cruisers and First to Brand

Rank order for ROI Prime targets to add to your 2017 Sailed Revenue…………

Galapagos • #4 - Target $1mill net worth houses - doctors, lawyers and realtors

Late Season Europe/Alaska • #1 - AARP - older adventure couples = not family people

Caribbean - August thru December • #2 - Midwest or upper Northeast - focus on people who enjoy local things in the

summer and don't like to travel then - they are due to get away. People who have short summers due to their climate - like MN - they stay local in summer but like to travel starting in Sept when families go back to school

• #5 - Target offers w/loyalty members that travel as couples • #3 - Casino players - MW/Southern states who like slots and poker…….

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Intensification Booked APD Premium

25 Intensification Markets have an APD Premium vs Non Intensification, 16 Markets have higher premiums than STLY

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The most important factor in convincing a non-cruiser to cruise is a recommendation from a friend or family member.

Future Cruise We sell while you sleep!

Future Cruise Sales- Rebooking Product Mix

Current Sailing Product Alaska Asia

Australia/

New Zealand/

South Pacific Bermuda Canada Caribbean Dubai Europe Galapagos Hawaii

Pacific

Coast

Panama

Canal

Repos/

Tansatlantic

S.

America Total

Alaska 8% 5% 8% 2% 3% 29% 1% 22% 4% 4% 1% 6% 2% 4% 100%

Asia 7% 11% 15% 0% 1% 17% 5% 23% 2% 1% 0% 2% 5% 10% 100%

Australia/ New Zealand/ South Pacific 6% 13% 21% 0% 2% 14% 3% 19% 3% 2% 0% 3% 7% 7% 100%

Bermuda 11% 3% 2% 25% 5% 37% 10% 3% 1% 2% 0% 1% 100%

Canada & New England 6% 3% 3% 2% 1% 62% 1% 13% 1% 1% 1% 2% 3% 2% 100%

Caribbean 7% 3% 7% 4% 5% 35% 1% 18% 1% 4% 3% 6% 3% 3% 100%

Europe 6% 9% 8% 1% 2% 21% 2% 37% 2% 1% 1% 4% 3% 4% 100%

Hawaii 9% 8% 10% 2% 1% 27% 1% 18% 4% 3% 1% 6% 5% 4% 100%

Pacific Coast 10% 6% 5% 0% 2% 30% 5% 19% 2% 6% 2% 9% 2% 2% 100%

Panama Canal 11% 7% 7% 1% 5% 24% 1% 23% 5% 2% 1% 1% 5% 6% 100%

Repos/ Transaltantic 5% 6% 7% 1% 2% 23% 1% 15% 1% 3% 1% 3% 27% 5% 100%

S. America 3% 14% 14% 1% 1% 15% 5% 21% 5% 2% 0% 4% 8% 6% 100%

Total 6% 6% 7% 1% 2% 39% 2% 21% 2% 2% 1% 3% 5% 4% 100%

2016 Booking Year

Future Sailing Product (% of Total Future Cruise Bookings)

Are we addressing changing motivations for travel?

Gen Z,, Born 1996 and later, Millennials or Gen Y: Born 1977 to 1995 Generation X: Born 1965 to 1976, Baby Boomers: Born 1946 to 1964 Traditionalists or Silent Generation: Born 1945 and before

Companies offering Experiential Components Will win these consumers

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Millennials

They love to travel. And they love cruises. 39% of Millennials think ocean cruises are the best type of vacation. 44% of gen Xers said ocean cruises top their vacation lists Younger generations are embracing cruise travel, rating it as a better vacation type than land-based vacations, all-inclusive resorts, tours, vacation house rentals or camping.

*Cruise Lines International Associations (CLIA) January 2017 Cruise Travel Report

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