Low-Cost Cruises: A Business Model Analysis of Easycruise

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Abstract:

The low-cost strategy has revolutionized European airlines in the past 10 years. In response there has been a tendency towards low-cost practices in other transport industries. Specifically, the cruising industry has changed substantially from being the exclusive domain of the privileged, to being more accessible to the masses. This is partly due to the growing range of convenient cruising choices: from “mega-cruisers” to low-cost cruise ships. Launched in 2005, easyCruise has redefined budget cruises by providing a “no frills” option. This report will use the example of easyCruise to explore the low-cost concept in the cruising business. It will address both the factors for its success as well as the risks and opportunities that it presents.

Keywords: BUDGET CRUISES; EASYCRUISE; LOW-COST CRUISES; LOW-COST SHIPS; LOW-COST STRATEGY

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/154427309X12602327200226

Publication date: February 1, 2010

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  • Tourism in Marine Environments is an interdisciplinary journal dealing with a variety of management issues in marine settings. It is a scientific journal that draws upon the expertise of academics and practitioners from various disciplines related to the marine environment, including tourism, marine science, geography, social sciences, psychology, environmental studies, economics, marketing, and many more.
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