Cruise lines that have taken a crushing financial hit from a year without cruising should appeal to value rather than the bottom line in promotions to lure back their eager, loyal customers, new research suggests.

That already seems to be happening, as lines offer ever-larger bundles of extras that may include free internet, drinks packages and gratuities to attract bookings rather than slashing fares.

A study led by the University of California, Riverside on cruise pricing could help the cruise industry get back on its feet after the pandemic. “Those most likely to sail (post-pandemic) are loyalists who do not necessarily move based on price discounts,” said Mingyu Joo,, a UC Riverside assistant professor of marketing.

Read it all in The Cruisington Times

Value Rather than Discounts Will Bring Back Regular Cruisers