New to cruise sales have seen a progressive upswing over the past decade as upscale cruise lines dedicate their

marketing efforts towards converting more land travelers. While 54% of first timers buy a contemporary product,

46% purchase a cruise ranging from Premium to Ultra-Luxury (see Chart 5).

12

|

CHART 5

SELLING FIRST-TIME CRUISERS BY SEGMENT

54%

31%

11%

4%

1%

Contemporary

Premium

Deluxe or Upper Premium

Luxury

Ultra-Luxury

CRUISE SEGMENTS SOLD TO FIRST-TIME CRUISERS