The CLIA Conference 2024 offered vital insights into emerging trends in the cruise industry.
- Shifting demographics demonstrate a younger audience engaging with cruise travel.
- Adventure and expedition cruises are becoming increasingly popular among travellers.
- Early bookings indicate consumers’ eagerness to secure their preferred cruise experiences.
- A rise in new-to-cruise passengers highlights the expanding market reach of cruise lines.
- Potential political shifts could impact industry partnerships and relations with the government.
The CLIA Conference 2024, attended by over 800 delegates, illuminated several pertinent trends likely to influence cruise sales strategies. One significant revelation was the changing demographic, with younger travellers increasingly participating in cruise holidays. The president of CLIA Global, Kelly Craighead, highlighted this trend, noting that millennials and Gen X individuals are not only maintaining their interest but are also poised to return to the cruising world repeatedly. Further, Paul Ludlow from Carnival UK and P&O Cruises reported a noticeable decrease in consumer age, suggesting an invigorated market eager for new experiences at sea.
Adventure cruising has captured the interest of many, as cultural and unprecedented travel experiences continue to attract. This was underscored by Mel Evens of Mail Metro Media, who observed greater engagement with content related to adventure and expedition cruising. Additionally, Phil Hullah of Riviera Travel encouraged agents to promote the unique opportunities afforded by river cruising, suggesting it combines exploration with relaxation.
There’s a growing trend of consumers booking their cruises earlier than in past years. Paul Ludlow noted that P&O Cruises achieved record bookings shortly after launching its summer 2026 itineraries, signifying a marked shift towards advanced planning as consumers become more decisive about securing specific accommodations and itineraries. The significance of seasonality is evident here, with new passengers favouring peak seasons while repeat customers often select shoulder seasons.
The appeal of cruising is reaching a broader audience, with a substantial increase in individuals new to this form of travel. Virgin Voyages CEO Nirmal Saverimuttu reported that 60% of their clientele had never cruised before, a trend supported by Kelly Craighead who noted that the intent to cruise is higher than pre-pandemic levels. This rise in new passengers is complemented by the river cruise sector’s ability to attract first-time cruisers, as highlighted by Phil Hullah.
The announcement of a general election in the UK could distinctly alter the cruise industry’s operational landscape by necessitating new political alliances. Paul Ludlow emphasised the strength of current governmental ties, built during the pandemic, and expressed a readiness to establish fresh connections if the political scenario changes post-election. This adaptability is crucial for maintaining momentum within the sector.
Lastly, the value proposition of cruises remains integral to their market appeal, particularly as land-based holiday costs rise. According to Rob Scott from P&O Cruises, agents are pivotal in communicating the comparative economic benefits of cruises, thus overcoming any existing resistance. The focus on value rather than price is expected to continue driving passenger interest across the board.
The CLIA Conference 2024 highlighted prevailing trends that underscore both opportunities and challenges within the evolving cruise industry.
