January 15 2025  |  Industry News

Harding+ reveals three key strategies for cruise retail success

By Wendy Morley


With cruise retail offering a bright spot in challenging high street times, Harding+ shares data-driven insights from across its 85-ship operation


Cruise retail continues to demonstrate resilience and growth potential in contrast to traditional high street retail, with Harding+ unveiling three core strategies based on extensive customer research and operational data. These insights, drawn from 30,000 onboard guest surveys and performance data across 300 shops on 85 ships, point to significant opportunities for brands seeking to diversify their retail channels.

Experience drives performance

Brand experience emerges as a crucial factor in cruise retail success, with Harding+ reporting sales increases of over 35% where experiential elements play a key role. This aligns with customer sentiment, as summer 2024 research revealed 87% of guests said their shipboard purchases were influenced by brand theater.

“When guests are actively seeking out retail as part of their trip, surprise and delight strategies of course will help turn their heads. But what is key is to bring elements of education and entertainment into play in each activation, and to recognize that if guests return to the store in question on the same trip (which they do on an average of 3 times), having something to showcase as different each time matters,” says Katie Floyd, Marketing Director at Harding+.

Exclusivity and personalization

The second strategic pillar focuses on personalization and exclusives, leveraging the unique nature of cruise travel. Research from M1ndset and CLIA indicates that 47% of cruise guests shop on impulse and actively seek exclusive products unavailable elsewhere.

The effectiveness of this approach was demonstrated through various 2024 initiatives, including limited edition small batch whiskies and location-specific jewelry. One notable success saw a spirits brand achieve a 200% sales increase compared to previous sailings, with an additional 120% uplift across their wider portfolio through personalized and engraved premium bottles.

“A unique environment needs unique elements to match, and the brands that have invested in that approach have seen the rewards, as one size fits all retail strategies don’t necessarily work in cruise retail,” explains Linzi Walker, Commercial Director at Harding+.

Family dynamics reshape strategy

The third strategic focus addresses the evolving demographic profile of cruise travelers. With the average cruise guest now 46 years old and 73% of trips involving families of at least two generations, retail strategies must adapt to multi-generational shopping behaviors. This shift gains additional significance as data shows 75% of families consider shopping an important part of their cruise experience.

“What works is integrated thinking – what can keep the kids happy and the parents busy or browsing at the same time rather than dividing the family’s attention,” Floyd says. “Brands need to think through the line of the family dynamic to earn full on engagement.”

Growth trajectory

With cruise passenger numbers projected to grow 12% year over year, the sector presents unique advantages for brands. These include extended customer dwell times of 7-14 days, integration opportunities within the holiday experience, and precise audience targeting capabilities based on cruise line and destination profiles.

Walker emphasizes the sector’s resilience amid broader retail challenges: “With 2025 set to be another growth year in the boom cruise sector, not being involved could feel like an omission to strategically regret in these broader tough times. The sector spending habits are bucking wider shopping trends and shopping anticipation remains extremely high on the agenda of the 37 million+ annual cruise guests.”

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