Are You in the "Ideal Demographic"

[BGSS]

It has been reported that the ideal demographic for the "new" Azamara is 3000k plus income and the 45-60 yr age group.

 

Lets take a poll--do you qualify? I will start:

 

No. I do not

[Druke I]

I'm certainly not in that demographic.

[Welland]

Oh to be young again! :)

[Andy]

It has been reported that the ideal demographic for the "new" Azamara is 3000k plus income and the 45-60 yr age group.

 

Lets take a poll--do you qualify? I will start:

 

No. I do not

 

Hi BGSS !

 

Just to clarify, I'm pretty sure you meant 300K ($300,000) income.

[Robb]

Miss it by three years.................:eek:

[BGSS]

Thanks Andy--my bad----300k

I am not used to such large numbers.

[satchiesmom]

Nope, don't qualify, so I guess my money isn't good enough for Azamara.

[Albert Ross]

Alas, too young and too poor.

[Islebcnu]

no one meets either of those criteria at our house unless you count being young at heart.

[8mma]

Me yes, DH no.

$ now retired.

[gosport11]

Age yes ,money,well i do the lottery ,other wise no :):)

[tommui987]

Missed it by 26-36 years

 

Missed it by a bunch of zeros but I have high hopes of winning the lottery!

[California Native]

We are not in their demographic

We are too young and we don't have that income.

and yet we are booked 24 days on them later this year

so obviously we have a few hard earned dollars in the bank

and we chose AZ to spend it on.

and as Host Andy said on another thread about alienating customers

in the future we just might fit their financial specs, and if they aren't careful our dollars could be going to their competitors.

[MightyQuinn]

I re-read the "live" posting by CC Editor Carolyn during the Azamara big reveal on Dec 8/09. The question was asked: "Who is your target demographic?" to which Edie Bornstein replied: "Ideal world, household income 300K, 45–60 years old. But in the real world we’re going after anyone and everyone."

 

I think that every cruise line, in an ideal world, would want that demographic as customers. Difference is, they don't go out & say so publicly. I think it's fair to say that Edie regrets those words & learned a big lesson in media relations. It was a bad move, but somewhat salvaged by her follow-up remark that in the real world, Azamara is still interested in all comers.

[wripro]

I think the strong reaction to that comment comes from those who assumed Azamara would maintain its initial pricing structure. The lower fares came as a result of a new product and a sagging economy. They attracted a big following and I guess, now those people feel a bit betrayed. Unfortunately, Azamara cannot make money with those fares. Nevertheless, the market will dictate future fares and I predict there will be discounts. These have, in fact, already started. So there will be opportunities to sail again.

[DMH15]

Age, yes... I'm 52.

 

Money, no. But travel is my guilty pleasure. I'm single (divorced) with no kids and have a small house which I paid off 3 years ago. I find this ironically funny, because my BIL (and sister) make several times what I do and can't afford the vacations that I can. On my last cruise I was in a penthouse on NCL, am considering Azamara because the idea of a smoke-free casino is very appealing.

[Friscorays]

I'm too young.:(

[satchiesmom]

I think the strong reaction to that comment comes from those who assumed Azamara would maintain its initial pricing structure. The lower fares came as a result of a new product and a sagging economy. They attracted a big following and I guess, now those people feel a bit betrayed. Unfortunately, Azamara cannot make money with those fares. Nevertheless, the market will dictate future fares and I predict there will be discounts. These have, in fact, already started. So there will be opportunities to sail again.

 

Not so in our case, we think Azamara has been underpriced for a long time, and it's nice to see the changes. I think the remark alienated a lot of people who don't fit the demographic yet have the disposable income to cruise with Azamara. And as far as I know, no one can change their age (except on their drivers licenses ;)).

[seahags]

hmmmmm, well, we're onboard in two weeks:o...wonder what's gonna happen over time...booked B2B in 2011 on Quest, too!!!:eek: Perhaps the 'other' demographics?:eek:

[MVPinBoynton]

Too old for Azamara. Too young for medicare. At least I'm old enough to drink. :D

[JennAngel9]

Too young. But to be honest, I'm not sure I would enjoy being on a ship predominately filled with late 20 somethings. :p

 

I feel like in this economy there are fewer "300k"s than there were in the last few years, while at the same time the high end cruise lines are dramatically increasing capacity (as a premium lines). I just received pricing from a TA on a 15 day Silversea cruise that will be LESS than my 14 day Journey repo last year... in a much larger room. Plus, with almost inevitable tax increases, those above 300k are going to have less discretionary income than they were used to for the last decade. Seems to me that releasing that Az (ACC now?) would have been a lot smarter saying they are very happy with their current customers, but that they believe their consistent excellence would convince us to pay 10-30% more as the economy recovers... which is about the best they can hope for this year, if you ask me.

[comcox]

Too old--too poor. Oh well and we really did love the old Azamara

[Project_gal]

Tying up this thread with the another running currently about Azamara trying to attract more British passengers, I think that their logic falls somewhat short of ideal. A quick search on the Internet has come up with official UK government figure for the average household income of the top 20% of the country [2007/8 - the latest so far published] of £72,600 - say $120,000 with a generous exchange rate. I also found the 2009 average salary for a Finance Director of a Financial Services firm of £94,000 - say $155,000. I guess most of these will be nearer the top of the age range rather than the bottom. I am not a sports fan but I guess overpaid footballer [soccer players] may fall below the desired age range. Who wants to cruise with a shipful of merchant bankers spending their bonuses?

[doodle1998]

We are in the age range, and I want to be at the bar next to the $3,000K person. I love that number! From all the comments, marketing is obviously not a perfect science.

[greyhound101]

Right age range, wrong dollar range.

 

Art