The concept of cruising as a value-for-money holiday has seen a notable shift, as highlighted by a recent survey.
- A recent survey shows an improved perception of cruise holidays’ value for money among potential holidaymakers.
- Despite historical concerns over cost, more people now view cruising as an economically viable travel option.
- There remains a challenge in marketing cruises as family-friendly vacations, with a low association in this area.
- Destination and sustainability are increasingly important factors for prospective cruise travellers.
In a recent survey conducted by MMGY Travel Intelligence, in partnership with Clia UK & Ireland and Travelzoo, 2,000 potential cruise holidaymakers, who have never experienced a cruise, were polled to assess their perceptions of cruise holidays. The findings illuminate a positive shift in the perception of cruises as value-for-money options. Historically, 67% of respondents have avoided cruises due to perceived lack of value and additional costs associated with excursions. However, current statistics illustrate a shift, with only 38% now viewing financial concerns as a barrier, and a mere 36% considering cruise travel as lacking in value.
Cees Bosselaar of MMGY Travel Intelligence highlights a significant improvement in the consumer perspective on cruise holidays. He explains that although cost remains a consideration, the perceived value for money is noticeably better, indicating a promising trend. Special pricing and promotions are proving crucial in encouraging potential cruisers to take the plunge. Bosselaar asserts, “Not everyone has the money to afford a cruise but they are more interested in taking a cruise.”
Travelzoo UK’s James Clarke concurs with the view that value perception is not solely hinged on discounts. Cruises now directly compete with land-based vacations, marking a tremendous opportunity for cruise companies to promote the unique convenience of ex-UK cruising. Clia UK & Ireland’s Andy Harmer further emphasises the industry’s progress in effectively communicating the value proposition to consumers, thereby strengthening the sector’s appeal.
A notable finding of the survey is the low appeal of cruises as a family holiday option. For potential cruisers, only 31% perceive cruising as a fun, family-friendly activity. This perception declines further among less committed respondents, revealing a considerable scope for cruise operators to reshape family-targeted marketing. Moreover, 28% of surveyed individuals have children, indicating an existing market segment that prefers family travel.
Among the deciding factors for those considering cruising, the destination remains paramount. Additionally, there is a growing consideration for sustainability in travel, appealing particularly to younger demographics. There is also an unexpected interest from young adults in cruising, suggesting potential growth areas for cruise lines targeting this demographic.
The evolving perception of cruise holidays underscores the need for strategic marketing that highlights value, family appeal, and sustainable travel options.
