Rethinking cruise ship
and airport terminals for
luxury retail on the go
A retail opportunity to engage with a strong
loyal customer base
Demand exceeding supply
An increased desire to return to cruise ships, after a long pause in the industry due to the pandemic.
10+ cruise ship terminals
Unused prime space available for retail at port terminals.
new retail experiences
An opportunity to introduce interactive retail experiences, tailored to a specific audience.
multiple sales channels
The potential to attract thousands of travelers and cruise ship staff members with our cruise port shops, kiosks and experience-based shopping initiatives.
brand activations
The possibility to create brand activations with port terminals.
new technologies
AR and and VR shopping as a new approach to attract and engage customers.
customer retention
Our exclusive e-commerce site that allows cruise ship travelers and staff members to shop all year round.
Multiple regions
The potential to reach customers at port terminals on the east and west cost as well as the Golf of Mexico.
With our cruise port partners, we have access to 10+ port terminals for our innovative mono-brand and multi-brand cruise port shops, reaching millions of travelers and staff members all year round. These terminals have not been optimized for travel retail in the past, with the exception of a few ports out of the US (such as the one in Barcelona - Spain). We realize that these blank canvases are high-traffic spaces, perfect for innovative retail experiences.
Despite the long pause and tremendous losses in the cruise industry due to the pandemic, demand is currently exceeding supply. The industry has bounced back and cruise lines are eager to engage in new sources of revenue. Not only are we reaching travelers at the port terminals, but we also have and exclusive closed online platform that can be accessed by travelers and staff members. Additionally, we are facilitating direct sales of branded and private label apparel and accessories to cruise line gift shops operated by our cruise port partners.
"One of the best assets of the cruise ship industry is its unshakably loyal customer base. We are finding a way to integrate our expertise in interactive retail with the traveler experience, benefitting from that loyalty."
Kristian Andersen - CEO of PJ Buy Americas -
Cruise Port Shops
We have access to 10+ port terminals in the United States
San Francisco
Miami
Port Canaveral
Port Everglades
Port of Palm Beach
Tampa
Bayonne
Baltimore
Galveston
Seattle
Manhattan
Pier 27 -San Francisco
Brand new Pier 27 is home to our first popup LEGO shop. San Francisco terminal accommodates 400.000 cruise passengers per year.
Terminal A -Miami
The port of Miami accommodates 6.8 million cruise passengers. The port deals with 55 different cruise ships from 22 different cruise lines each year.
Port Canaveral
Port Canaveral has an annual passenger traffic of 4 million people approximately.
Port Everglades
One of the three busiest cruise ports in the world, hosting nearly 3.5 million passengers annually.
Port of Palm Beach
More than 500,000 passengers sail annually from the Port of Palm Beach.
Tampa
The port of Tampa accommodates 1.2 million passengers a year.
Cape Liberty
This cruise ship port is located in Bayonne, New Jersey, and it accommodates approximately 600,000 passengers annually.
Baltimore
Over 200,000 passengers a year board the fleet of ships that pass in and out of the Baltimore cruise port. The cruise lines that sail from the port include American Cruise Lines, Carnival, and Royal Caribbean.
Galveston
This port located in the Golf of Mexico accommodates 2.2 million passengers annually.
Seattle
More than 1 million passengers a year visit this port terminal. It is the busiest port on the west coast.
Manhattan
The port of Manhattan has an annual traffic of 1.3 million passengers.
Sales Channels
Our model enables four different sales channels: physical mono and multi brand cruise port shops, an exclusive e-commerce site for cruise passengers and staff members, special white label programs for cruise staff members, and our direct sales to cruise gift shops.
Shops - VR and AR retail
We are incorporating interactive product experiences to increase engagement and help with customer retention. We will be using Quest Oculus sets for cruise passengers to explore our entire boutique. The virtual boutique is currently being created on Somnium Space for the Metaverse.
Staff member programs
We offer staff member programs as a perk for employees. They can access these programs through our gated online store and get branded and private label goods with special pricing.
Gated e-commerce site
We have a robust Oracle NetSuite CRM and Inventory Management system integrated with Shopify E-commerce platform to provide the best pre and post purchase online user experience and customer service.
Cruise gift shops
We have been able to access this exclusive channel through our cruise industry partners, facilitating direct sales to cruise line gift shops for branded and private label goods.
Brand activations and a new shopping experience
We have partnered with top brands like LEGO in the past to create exclusive mono-brand shops for cruise ship travelers. Our brand activation events throughout the year have featured oversized signage in retail spaces and key terminal areas, as well as interactive kiosks with QR code banners, allowing both customers and staff to access a gated online store.
Now, we’re taking engagement to the next level with cutting-edge technology. We are developing a virtual boutique accessible through headsets, enabling travelers to explore and interact with products beyond the physical limitations of our pop-ups. This immersive experience seamlessly bridges e-commerce and in-person shopping.
While on-site inventory at the port will be limited, customers will enjoy expedited, free home delivery, ensuring they get their favorite products hassle-free.
The model
We are replicating this model for other mono-brand and multi-brand cruise port shops. The NEXUS system is 20 x15 ft and can be easily assembled and unassembled by one person in a few hours. The cost of the whole setup is around $30,000, including the POS and shop to access the online store. The shop and POS system are connected to our web- based Oracle NetSuite system. With our cruise port partners, we are aiming to have all 10+ locations running by the end of 2023. These spaces will also be used for staff members to pickup their orders or return items.
Customer Profile
The cruise industry attracts a diverse clientele across various ages, backgrounds, interests, ethnicities, and economic statuses. Recent trends indicate a shift towards younger demographics:
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Age: In 2025, 45% of cruise bookings are made by individuals aged 25-44, with 19% by those aged 45-54, and 26% by travelers aged 55 and above.
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Spending: Cruise passengers spend an average of $750 per person in port cities over a typical seven-day cruise, equating to approximately $107 per day.
These statistics highlight the evolving demographics and economic contributions of cruise travelers.
Industry Facts
As of 2025, the cruise industry continues to experience significant growth and economic impact in the United States:
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Passenger Volume: AAA projects that 19 million Americans will embark on ocean cruises this year, marking a 4.5% increase from 2024's 18.2 million passengers.
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Economic Contribution: The cruise industry has rebounded strongly post-pandemic, with sustained customer demand contributing to economic activity.
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Employment: Approximately 250,000 individuals are employed in the U.S. cruise industry, reflecting the sector's robust recovery and its role in job creation.
These figures underscore the cruise industry's resilience and its substantial role in the U.S. economy.
Industry facts and projections post-covid
The Cruise Industry After Covid
Nearly 80% of travelers who have cruised before say they will cruise again— the same percentage as before the pandemic.
Since restart began in July 2020, nearly 100% of CLIA ocean-going capacity is projected to be in operation by end of July 2022.
In the baseline forecast, passenger volume is expected to surpass 2019 levels by the end of 2023.
Cruise line protocols represent some of the strongest actions taken by any industry to address and mitigate Covid-19.
Multiple port terminals in the US are being modernized and repurposed for new business opportunities.
The industry has bounced back. The loyalty of cruise passengers for this industry continues, and demand is exceeding supply.
Data source: CLIA - Cruise Lines International Association
Open the report
Cruise Brands
ABOUT US
Based out of Miami - FLorida, PJ Americas has over 20 years of experience in the travel retail industry. Inspired by the in-flight shopping and airport travel retail sector, its founder Kristian O. Andersen developed Travellersshop in Denmark back in 2011: The first retail company that allowed hotel guests to purchase products from the comfort of their hotel rooms. Since then, PJ Americas' main goal has been to find new and innovative ways to do retail and engage with consumers in this ever-changing and very challenging industry.
PJ Americas has been committed to doing business responsibly since its early days, and it's always engaging with vendors, customers, and partners to collaborate in projects that benefit our communities.
Check out what we are currently doing:
Partner Companies
All inclusive solutions for cruise services nationwide.
For 150 years, Metro has provided
cruise terminal management, stevedoring, ship’s agency, terminal
security services, shore excursions, and ground guest services. Metro is driven by its strong reputation of integrity,
efficiency, and execution.
Sourcing, product procurement, and merchandising solutions for PJ Americas and its clients.
PJ BUY LIMITED
PJ Buy Limited is a British company founded in 2015. Its business activities are mainly in the United States of America, United Kingdom, Italy, and West Africa. PJ Buy Limited represents LEGO in West Africa and is proud to announce another milestone in its business history: the opening of the first LEGO retail store in Ethiopia. The LEGO store will be located in the capital, Addis Ababa, at the Ambassador Mall, with the opening scheduled for Q3, 2024. PJ Buy Limited is owned by Mr. Kristian O. Andersen.
