Highlighting the importance of destinations can captivate first-time cruisers, industry experts assert.
- Travel agents are urged to showcase key destination features to woo novice cruise travellers.
- Luxury cruise clients prioritise destinations, presenting a strategic market entry for industry professionals.
- Demand for unique, behind-the-scenes experiences in cruise destinations remains high.
- The cruise industry anticipates growth with significant investments in new ships to offer diverse options.
The recent CLIA Porto Destination Showcase emphasised that emphasising destination features is key to attracting first-time cruise travellers, as articulated by Lynn Narraway of Seabourn UK & Europe. She pointed out that destinations often provide exclusive experiences that are pivotal in a traveller’s decision to book a cruise.
Narraway further explained that a significant percentage of British cruisers, 68 per cent, arrange pre-cruise stays, with 58 per cent extending their trip post-cruise. This trend indicates the growing importance of comprehensive travel experiences.
In her remarks, Narraway also noted that luxury travellers are especially ‘destination focused’, making this a strong point of appeal for those new to cruising. The industry’s challenge lies in engaging the affluent segment, the ‘working wealthy’, who may have the financial means but lack the time for extended vacations.
Debbee Dale, a training and development expert, reinforced the power of destinations in holiday choices. She advised travel agents to focus on listening to clients’ preferences and subtly introducing cruise options that match their dream destinations.
Industry representatives highlighted the growing necessity for earlier bookings as travel demand rises across all cruise sectors, including ocean, river, and expedition cruises. Scenic Group’s Lewis Quigley and others noted the increasing popularity of destinations like the Douro River and long-haul destinations in Asia.
CLIA UK & Ireland’s Andy Harmer expressed optimism for the cruise industry’s future, citing that 72 per cent of non-cruisers are now interested in embarking on a cruise, a record high, predicting 2023 to potentially be a landmark year for the industry. The forecast of 300 ocean ships operating globally and substantial investments in new vessels underscore the diversity and expansion anticipated.
The cruise industry’s focus on destinations is set to foster growth and attract a broader range of travellers.
