Affluent Cruisers Book Online

Online bookings were the most frequent method among affluent consumers, according to the American Affluence Research Center. About a third book by phone and 2 percent via mobile device. Eleven percent book in traditional travel agency. These findings were the result of a recent study of wealthiest 10 percent of U.S. households that are said to account for about half of all consumer spending.

Cruises were taken during the prior 12 months by 14% of the respondents in the survey.

With a population of 11.4 million affluent households, an estimated 1.6 million households (or 3.2 million total cruisers) cruised during the prior 12 months. This represented about 28% of the total North America originating market.

Among those who cruised, 86% reported doing online research before booking their cruise.

Online booking of a cruise was highest among the age 50 to 59 cruisers (62%) and men (60%). Booking by phone was highest among the under age 50 (54%) cruisers. Phone reservations were the most popular method among those under age 50 (54% versus 32% by computer) and $6M+ net worth group (38% versus 34% by computer).

The American Affluence Research Center has been conducting its twice yearly affluent market tracking studies since 2002.

The new survey is based on 463 male and female survey participants who have an average annual household income of $309,000, an average primary residence value of $1.2 million, an average net worth of $3.1 million, and average investable assets of $1.8 million.

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