Louis Cruises

On-board retail sales

About the brand

Louis Cruise Lines (now Celestyal Cruises) ) is a Cyprus-based cruise line that operates cruises from Cyprus, France, Italy, India and Greece. Celestyal Cruises was officially established in 1986 as Louis Cruises when MV Princesa Marissa, its first owned cruise ship, was purchased. Celestyal Cruises is a subsidiary of Louis plc and member of Louis Group, the leading tourism group in the Eastern Mediterranean. The group was founded in 1935 by the late Louis Loizou, acknowledged as the “father of Cyprus tourism”.

About Louis Cruise Lines

The Challenge/Task

Pragma were commissioned to assist the management team of Louis Cruises develop new strategies for increasing on-board retail sales across their portfolio of vessels.  The project utilised Pragma’s travel and retail expertise to evaluate the spend potential and commercial requirements of passengers as well as the operational activity of the business.

What We Did

Understand the duty free customer through analysis of Louis Cruise’s passenger data and primary market research

Evaluate the current product mix, pricing strategy, retail experience, suppliers and staffing across the duty free outlets, through a combination of on-board audits and trading data analysis

Undertook interviews with management and crew to evaluate the operational processes for on-board retail

Assess the potential sales that each of the four Louis Cruise vessels could be achieving and identify future opportunities for development

Louis Cruise Lines Results

The Result

Pragma provided actionable insights into short and long term growth strategies across the business, and provided recommendations on how to develop knowledge of the Louis Cruise customer in the future.

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