A cacophony of negative cruise reporting in consumer media — a CDC warning, passengers testing positive for Covid, ships being refused entry to ports — comes at a particularly bad time for the industry: the week before Wave season historically goes into high gear.
Marketing for Wave, the three-month period when roughly half of annual cruise bookings are made, typically begins in December but historically ramps up in January, February and March.
This year may be different.
“This has been the most negative media attention [about cruising] since March of 2020,” said C. Patrick Scholes, an analyst for Truist Securities. “And it really falls at a very inopportune time for the cruise lines.”
Although some brands have been conspicuous in their absence in promotions, not all are sitting on the sidelines. Carnival Cruise Line launched its “Funderstruck” campaign, with its platform message, “Choose Fun,” in mid-December. Video of excited cruisers enjoying various features exclusive to…