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Full details of research for the Australian Cruise Association released

Tammy Marshall spoke about the demand and needs for cruising in Australia at the ACA annual conference last year
Tammy Marshall, founder of The B Hive which helps ‘future-proof' businesses for ongoing success, has released full details of research she undertook last year for the Australian Cruise Association.

The key findings of Marshall’s research for ACA are: The cruise market in Australia is set to continue growing;  ocean cruising still comprises most popular form of cruising in Australia;  ocean cruising  is currently still strongest among couples;  the needs of different groups from cruising and the types of cruises they prefer are quite distinct.

Regarding duration, cruises of around seven nights/eight days seem to be the most attractive and cruising is seen as an excellent way to trial a new destination, noted the study.

Popular cruise packages

Marshall also found that packages for stays at either end of a cruise were the most popular of all additional services. Free parking at cruise ports was the second most appealing. Also popular are shopping vouchers for local ports and the option of a private car.

The report also covers a multitude of topics from ‘port preferences’ to ‘barriers to cruising.’

The report is available to download free-of-charge.

Marshall outlined the research on ‘Understanding Future Demand and  Needs for Cruising in Australia’ at ACA’s annual 2017 conference in Mooloolaba last September.

A 25-year veteran of the tourism industry, she joined P&O Cruises Australia as svp in October 2012 after nine years with The Travel Corporation in Australia where she headed up Contiki Holidays, AAT Kings and Inspiring Journeys. She was also responsible for Complete Cruise Solution, now again World’s Leading Cruise Lines, the trade marketing umbrella for Carnival brands.

She left the company in January 2015 in a reshuffle that saw Sture Myrmell (now president of Carnival Australia) take on her role.

At the time Ann Sherry paid tribute to Marshall for repositioning the P&O Cruises Australia brand.

‘Tammy’s time at Carnival Australia has seen the addition of capacity, the development of regional ports, the surge in short-break cruising and the groundbreaking transition from onboard buffets to pantry-style  food court dining,’ Sherry said.