MARKETING CONTRIBUTIONS TO THE SEA CRUISES DEVELOPMENT IN THE SECOND HALF OF THE 20th CENTURY

The paper researches the role and the importance of the shipping companies' marketing strategies with the regard to the development of modern marine cruises in the North American market in the second half of the 20th century. Trends in this market considerably influenced the world market of the marine cruises. Modern marine cruises began to develop in the late 60s, while a remarkable dynamic growth of demand has been recorded since the 80s. Thanks to the well-structured and efficient marketing strategy of the shipping companies, marine cruises were transformed in the mid 70s. Marine cruises were mostly intended for the senior travellers with the high purchasing power. They sailed in luxurious ships and visited new and interesting places and harbours. Such cruises transformed into a product intended for all segments of consumers who cruise for fun and relaxation. Thus, the ship ceased to be only the mean of transportation and became a floating hotel –a destination. Cruising became a tourist product offering relaxation and fun, along with various facilities. The shipping companies have always been able to reconcile the cruising offer with the demand of existing and new segments of consumers. The change of marketing strategies caused the change of the structure of travellers. There is more and more young traveller with a lower annual income. In addition, the increase of demand has encouraged the shipping companies to build new and bigger ships. The average annual growth of the cruising travellers was 8% between 1980 and 2000. Marine cruises world market of the have accomplished the biggest growth if compared to the international tourism.