Cunard go all inclusive. Is it a good move?

Much is changing in the cruise industry. Not least the the type of passengers. Cruise lines are desperate to tap in to new markets and get lots of previously untapped business. There are so many more cruise ships to choose from and the ships are getting bigger & bigger so they can’t rely on existing customers alone to fill the thousands of cabins they so desperately need to sell to keep the profits up. Gone are the days when cruise holidays were only for the elite with an unlimited amount of spending money. The average age of cruisers is on a steady decrease & the family cruise market is positively booming.

 This week saw Cunard unveil its latest promotion which includes unlimited drinks and on board credit. This is sure to spark a debate amongst people who are divided in their opinions. There are those who think the all inclusive approach attracts ‘the wrong type’ of clientele and there are those who will be pleased as they see it as a great way to budget for their holiday.

Talking to my customers I can see both sides of the argument. There have been much publicised articles in the news about drunken passengers being turfed off cruise ships due to their unruly & ‘loutish’ behaviour. Nobody wants to experience this on what should be a thoroughly relaxing type of holiday, but not everybody who likes to partake in a drink in their down-time turns in to a marauding beer monster who can’t control their actions.

Interestingly, the passengers who were offloaded their ship in Zeebruuge & forced to make their own way home last December were sailing with P&O who have not yet entertained the idea of all inclusive drinks, so that can’t be blamed for the actions of these guests.

Another side of the argument comes from people who either don’t drink or drink very little. They feel that they are having to pay more for the cruise itself to fund the free drinks promotions. Many people are unable to drink for medical reasons or simply just don’t like or want to drink alcohol, so is it fair that they are funding everyone else’s drinking habits?

I’m not sure that Cunard’s type of clientele will change dramatically by offering free drinks, but will it change their behaviour? Only time will tell………