New Travel Study Examines The Power And Lure Of Tomorrow’s Cruise Line Passenger

As the global cruise industry gathers in Miami this week, three powerhouse travel brands have partnered together to unveil a first-of-its-kind research study examining a coveted audience: the first-time cruiser. Entitled From Shore to Ship: Attracting the Next Wave of Cruisers, the U.S. edition of the study was released today by the Cruise Lines International Association (CLIA) in partnership with MMGY Global and Travelzoo. The report arrives as the industry prepares for an increase in ship inventory to satisfy growing worldwide demand.

Key findings of the landmark study include:

• The perceived value for money of cruising has significantly improved among prospective cruisers. In fact, 60% of the respondents said it was a past reason for not booking, whereas only 36% cite it as a current concern.
• Friends and family are overwhelmingly the most influential information sources for potential cruisers when researching travel options (58%), while destination websites (34%), travel review websites (29%) and online travel agencies (29%) are the next most popular.
• Destinations within close proximity to the United States are the most appealing to new-to-cruise Americans. The Caribbean/Bermuda region is most favored at 63%, while Hawaiʻi and Mediterranean destinations followed at 48% and 40%, respectively.
• A majority of prospective cruisers are willing to pay more for travel services that demonstrate environmental responsibility, reflecting a growing consumer trend toward sustainable travel choices.
• When asked what would make cruises more appealing, the top responses are promotions/discounts (52%), information on health and safety standards (39%), extended time to explore destinations (37%) and a variety of destination offerings (36%).

In addition to examining the topics above and the general behaviors and preferences of the potential cruisers segment, the study also identified new insights in regard to health and safety, tailored experiences, technology, traveling solo, the role of travel advisors and more.

A UK edition of this report is slated to be released on April 17. For a sneak preview of the U.S. findings, click here. For access to the full report, contact CLIA’s Chris Mastrippolito at [email protected] or Travelzoo’s Paige Cram at [email protected].