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					                    C O N T E N T S




Preface                                                 xi

Chapter One:     Introduction                            1
                 Definitions and Beginnings              2
                 The Arrival of Leisure Sailing          3
                 The Luxury Palaces                      4
                 The Birth of Contemporary Cruising      5
                 Modern Cruising Develops                6
                 Cruising Today                          8
                 Questions for Discussion               12
                 Activity                               12

Chapter Two:     Who Cruises—And Why                    13
                 Why People Cruise                      15
                 Cruise Prices                          18
                 Roadblocks to Purchase                 19
                 Questions for Discussion               24
                 Activity                               24

Chapter Three:   The Anatomy of a Cruise Ship           25
                 Styles of Ships                        26
                 Sizing Ships                           27
                 Ship Facilities                        30
                 Cruise Staterooms                      32
                 Reading a Deck Plan                    34
                 Miscellaneous Considerations           37
                 Questions for Discussion               38
                 Activity                               39

Chapter Four:    The Cruise Experience                  41
                 Before You Buy                         42
                 On the Way to Your Cruise              43
                 Onboard the Ship                       45
                 Departure                              46
                 A Day at Sea                           48
                 A Day in Port                          49
                 The Last Night and the Following Day   50
                 Miscellaneous Thoughts                 50
                 Questions for Discussion               55
                 Activity                               55

                                                        vii
              Chapter Five:     Who’s Who in Cruising                             57
                                Sea-Based Operations                              58
                                Land-Based Operations                             60
                                Travel Agencies                                   62
                                The Travel Agency Business                        62
                                Kinds of Travel Agencies                          63
                                Questions for Discussion                          71
                                Activity                                          72
              Chapter Six:      The Pre-, Post-, and Off-Ship Cruise Experience   73
                                Pre-Cruise Packages                               74
                                Intermediary Port Stops and Shore Excursions      75
                                  Categories of Shore Excursions                  77
                                Post-Cruise Packages                              80
                                Port Experiences and Client Types                 80
                                Questions for Discussion                          83
                                Activity                                          83
                                Bonus Activity                                    84
              Chapter Seven: The Geography of Cruising                             87
                             Cruising North America                                88
                               Alaska                                              88
                               The Northeast                                       90
                               The Mississippi River and Its Tributaries           92
                               Mexico’s Pacific Coast                              93
                               The Caribbean                                       94
                                    The Bahamas                                    95
                                    The Eastern Caribbean                          95
                                    The Southern Caribbean                         96
                                    The Western Caribbean                          97
                                Cruising Europe                                    99
                                  The Western Mediterranean                       100
                                  The Eastern Mediterranean                       101
                                  Atlantic Europe                                 102
                                  Ireland, Great Britain, and the North Sea       103
                                  The Baltic Sea                                  104
                                  River Cruises                                   104
                                Cruising the Rest of the World                    105
                                  Central and South America                       105
                                  The Pacific                                     107
                                  Asia                                            107
                                  Africa                                          109
                                Repositioning Cruises                             110
                                Some Miscellaneous Thoughts                       112
                                Questions for Discussion and Activity             114
              Chapter Eight:    Profiling the Lines                               115
                                The Cruise Lines Themselves                       116
                                Trade Publications                                117
                                Trade Shows                                       117

viii   CONTENTS
                Consumer Publications                                     117
                Video and the Internet                                    118
                CLIA’s Education and Certification Programs               119
                General Patterns                                          119
                Generalized Versus Niche Cruise Lines                     120
                The CLIA Member Cruise Lines                              120
                  American Hawaii Cruises                                 122
                  Carnival Cruise Lines                                   123
                  Celebrity Cruises                                       124
                  Commodore Cruise Line                                   125
                  Costa Cruises                                           126
                  Crystal Cruises                                         127
                  Cunard Line                                             128
                  Disney Cruise Line                                      129
                  First European Cruises                                  130
                  Holland America Line                                    131
                  Mediterranean Shipping Cruises                          132
                  Norwegian Coastal Voyages Inc/Bergen Line Services      133
                  Norwegian Cruise Line                                   134
                  Orient Lines                                            135
                  Premier Cruises                                         136
                  Princess Cruises                                        137
                  Radisson Seven Seas Cruises                             138
                  Regal Cruises                                           139
                  Royal Caribbean International                           140
                  Royal Olympic Cruises                                   141
                  Seabourn Cruise Line                                    142
                  Silversea Cruises                                       143
                  Windstar Cruises                                        144
                Questions for Discussion                                  145
                Activity                                                  145

Chapter Nine:   Selling Cruises                                           147
                Who Buys Cruises                                          148
                The Cruise Sales Process                                  149
                Opening the Sale                                          149
                Qualifying the Client                                     151
                Qualifying Questions                                      154
                Recommending a Vacation                                   156
                The Cruise Brochure                                       157
                Overcoming Barriers                                       158
                Adding Value                                              158
                Getting the Business                                      161
                The Nuts and Bolts of a Reservation                       162
                Following Up                                              164
                Questions for Discussion                                  165
                Activity 1                                                166
                Activity 2                                                166

                                                               CONTENTS    ix
           Chapter Ten:   Cruise Marketing, Groups and Incentives             169
                          Definition                                          170
                          The Elements of Marketing                           170
                            1. Research                                       172
                            2. Design                                         172
                            3. Pricing                                        173
                            4. Promotion                                      173
                            5. Distribution                                   176
                            6. Follow-Up                                      176
                          Marketing Plans                                     177
                          Groups                                              179
                            Pre-Formed Groups                                 179
                            Speculative Groups                                179
                            Creating and Marketing a Group Cruise Departure   180
                          Incentives                                          183
                          A Final Note                                        187
                          Questions for Discussion                            188
                          Activity                                            189

           Appendix A—Key Addresses: ClIA Member Cruise Lines                 191

           Appendix B—Key Addresses: Associations                             193

           Appendix C—Bibliography                                            195

           Glossary                                                           197

           Index                                                              200




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