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Full steam ahead – cruising more popular than ever!

May 10, 2017 Headline News No Comments Email Email

Cruises are already popular and are becoming more so, with the travel industry benefiting from positive consumer attitudes toward seaboard life, according to a survey of reasonably affluent holidaymakers.

Cruise Lines International Association (CLIA) has released findings from the first of three surveys into consumer attitudes. Two others are due to be conducted later this year.

CLIA commissioned global market research company J.D. Power to probe travel behaviour and opinions among North American consumers. Results show cruise popularity is on the rise.

J.D. Power conducted web-based surveys in August and December 2016, targeting 500 consumers who:

  • Earn more than USD 50,000 annually; and
  • Have taken a holiday within the past three years.

Overall cruise ratings

Key findings:

Cruise Popularity: On the Rise and In Good Favour

Cruise travel is becoming more popular and awareness more favourable among all types of travellers. Of those asked, nearly two-thirds (64%) said they had grown more aware of cruise holidays in the past two years. Within the past four months, 30% of respondents said their awareness of cruising and ship-based excursions had “increased greatly” compared to year or two ago. In terms of perception, the overwhelming majority of travellers had a positive attitude toward cruising. Only 6% of respondents expressed an unfavourable attitude toward cruise holidays, which was down from 11% only four months ago.

Interest in Cruising: Booking Quick on River and Ocean

The number of holidaymakers interested in taking a cruise holiday is up to 63%. According to the report, travellers have a solid interest in both ocean cruising (50%) and river cruising (30%). Those travellers aren’t just dreaming of a cruise holiday, they are planning to book. More than half (over 50%) said they would, or probably would, take an ocean cruise soon. Eight out of 10 (80%) said they would board a cruise ship in the next 12 months.

Value & Embarkation: A Better Budget and Close to Home

The survey also found that travellers believe cruising is well worth the money. Over half (67%) of travellers said they believed that cruising offered a high-value experience for the money, whereas a lower 47% said the same for land-based holidays.

“The first installment of the Cruise Industry Consumer Outlook is vital in keeping the cruise industry abreast of consumer attitudes and behaviours, allowing the industry to continue to evolve in a direction that is appealing and beneficial to would-be and current cruise travellers,” said CLIA’s president and chief executive, Cindy D’Aoust.

“Each instalment will help the industry, as well as cruise travel agents, continue to adapt business practices and offerings to coincide with the desires of travel and propel the cruise industry forward.”

Edited by Peter Needham

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