Costa Crociere is both a historical cruise company in France, having had a presence there since the 1950s, and also the market leader, accounting for over 50% of French cruisers (120,000 Guests in 2006). The number of Costa Crociere’s French Guests has almost quadrupled since 1993. With this position on the French market, Costa has also built its success on an important partnership with Marseilles.
Launching the Costa Serena
in Marseilles encapsulates the new phase in France’s cruising market
Rocketing growth in recent years shows that French people are more aware of and keener on cruise holidays. Costa Crociere saw its recall rates rise from
5% in 1993 to 75% in 2006 (from a TNS, Infratest survey in September 2006). Costa Cruises ranks fourth in assisted recall tests among French travellers and cruisers, behind Club Med, Nouvelles Frontières and Jet Tours (from a TNS, Infratest survey in May 2005).
The image of cruises has changed as well. Costa Crociere invested
4 million in promotion during the first quarter of 2007.
In 2007 Costa Crociere’s ships will generate 20% of the total cruisers of the port of Marseilles with a forecasted economic benefit of 10 million euros.
In 2007, Costa will call 30 times in Marseilles, and carry 90,000 Guests (20% of the total of the Port), including 15,000 who will embark or disembark there, and 75,000 in transit. In 1996, when the Costa Romantica started serving Marseilles, it called 25 times and catered to 40,000 passengers.