Low Cost Cruises – A Business Model Analysis of Easycruise

Abstract: The low cost strategy has revolutionised European airlines in the past ten years. In response there has been a tendency towards low cost practices in other transport industries. Specifically, the cruising industry has changed substantially from one being the exclusive domain of the privileged, to one 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