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Publication
A Indústria de Cruzeiros: fatores que determinam o segmento de luxo e ultraluxo no setor
| Name: | Description: | Size: | Format: | |
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| 6.11 MB | Adobe PDF |
Abstract(s)
A indústria de cruzeiros é um dos setores do turismo com crescimento mais acelerado e maior projeção nos próximos anos (CLIA, 2023). A literatura existente sugere a sua divisão em três setores – massas, premium e luxo. Contudo, esta segmentação não está institucionalizada e, assim, a sua caracterização torna-se um pouco vaga, o que leva não só a que os meios de comunicação posicionem as linhas de cruzeiro, mas também que as próprias empresas de cruzeiros se autossegmentem. Muitas vezes são as próprias companhias que se anunciam como “ultraluxo”, o que levantou mais uma ideia pouco clara. Todos estes aspetos se tornaram bastante interessantes para analisar: determinar como é feita a segmentação do setor de cruzeiros, com enfoque no estudo dos elementos que caracterizam o setor de luxo, que parece estar em profundo desenvolvimento até 2027, segundo a carteira de encomendas (Cruise Industry News, 2022). E, depois, chegar à distinção entre luxo e ultraluxo. Assim, o objetivo principal é: i) compreender os elementos que caracterizam o luxo e ultraluxo e ii) fazer uma distinção entre luxo e ultraluxo na indústria de cruzeiros.
Para concretizar o objetivo, foi realizada uma ampla revisão da literatura que trouxe alguns pressupostos. A segmentação do mercado é, de facto, massas, premium e luxo, mas também inclui os cruzeiros de especialidade (tais como os cruzeiros de rio ou de expedição); os elementos que caracterizam o segmento de luxo são, principalmente, o tamanho do navio, os rácios, o serviço e preço; e a diferença entre luxo e ultraluxo encontra-se no preço e na elevada qualidade dos serviços, produtos e comodidades (tais como a qualidade dos alimentos e bebidas, a qualidade do staff, os materiais do mobiliário, etc.) Para confirmar estes pressupostos, decidiu-se abordar os consumidores de cruzeiros de luxo com um inquérito por questionário, e empresas de cruzeiro com um inquérito por entrevista. Recorreu-se ainda à observação participante e à análise documental relativa a três companhias de cruzeiros de luxo. Este estudo confirmou a segmentação existente e determinou os elementos dos cruzeiros de luxo: tamanho do barco, serviço personalizado, FB, itinerários e conceito de tudo incluído a um preço generoso. Além disso, contribui para aclarar a zona cinzenta da distinção entre luxo e ultraluxo.
The cruise industry is one of the fastest-growing sectors of tourism projected to grow further in the next few years (CLIA, 2023). Existing literature suggests the division of this market in three main segments – mainstream, premium, and luxury – however, this is not institutionalized and, therefore, it becomes somewhat vague, allowing the sector’s media to determine the cruise liners positioning in the market, and cruise companies to segment themselves. Many times, some of the luxury companies announce themselves as “ultra-luxury” which also raised a rather unclear conceptualization. This became very interesting to study: determining how exactly is the cruise industry segmentation made, and focusing on the luxury segment, which seems to be the skyrocketing in the industry until 2027 according to the current orderbook (Cruise Industry News, 2022) to differentiate luxury from ultraluxury. The goal is, therefore, i) to understand what elements determine the luxury and ultraluxury segment, and ii) how to distinguish luxury from ultra-luxury in the cruise industry. To achieve this goal, a broad literature review was done and brought some premises. The segmentation of the market is indeed the mainstream, premium and luxury, but also includes specialty cruises (like river cruises or expedition); the elements which determine the luxury segment are mainly the size of the ship, ratios, service and the price; and the difference between luxury and ultra-luxury can be found in pricing and the elevated quality of the services, products and commodities (like the quality of the staff, or the food and beverage, or the furniture and fittings, for example). To confirm the assumptions, it was decided to approach the luxury market cruisers with a questionnaire-based survey and cruise liners with an interview questionnaire. Also, to make use of participant observation and by making some secondary data collection on three luxury cruise lines. This study confirmed the existing segmentation and was able to determine the luxury elements of cruising: size of the ship, personalized service, F&B, itineraries, and all-inclusive generous pricing. Furthermore, it was able to clear a bit the grey area of the ultra-luxury concept.
The cruise industry is one of the fastest-growing sectors of tourism projected to grow further in the next few years (CLIA, 2023). Existing literature suggests the division of this market in three main segments – mainstream, premium, and luxury – however, this is not institutionalized and, therefore, it becomes somewhat vague, allowing the sector’s media to determine the cruise liners positioning in the market, and cruise companies to segment themselves. Many times, some of the luxury companies announce themselves as “ultra-luxury” which also raised a rather unclear conceptualization. This became very interesting to study: determining how exactly is the cruise industry segmentation made, and focusing on the luxury segment, which seems to be the skyrocketing in the industry until 2027 according to the current orderbook (Cruise Industry News, 2022) to differentiate luxury from ultraluxury. The goal is, therefore, i) to understand what elements determine the luxury and ultraluxury segment, and ii) how to distinguish luxury from ultra-luxury in the cruise industry. To achieve this goal, a broad literature review was done and brought some premises. The segmentation of the market is indeed the mainstream, premium and luxury, but also includes specialty cruises (like river cruises or expedition); the elements which determine the luxury segment are mainly the size of the ship, ratios, service and the price; and the difference between luxury and ultra-luxury can be found in pricing and the elevated quality of the services, products and commodities (like the quality of the staff, or the food and beverage, or the furniture and fittings, for example). To confirm the assumptions, it was decided to approach the luxury market cruisers with a questionnaire-based survey and cruise liners with an interview questionnaire. Also, to make use of participant observation and by making some secondary data collection on three luxury cruise lines. This study confirmed the existing segmentation and was able to determine the luxury elements of cruising: size of the ship, personalized service, F&B, itineraries, and all-inclusive generous pricing. Furthermore, it was able to clear a bit the grey area of the ultra-luxury concept.
Description
Keywords
Indústria de cruzeiros Segmentos Luxo Ultraluxo Navio