Future cruise trends revealed: the rise of the holiday experience
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The sea and river cruise sectors are both growing at a rapid rate and the UK is one of the key source markets driving this development.
In 2015, the UK cruise sector grew 9.9% year on year, according to Deloitte’s lead partner, travel, Alistair Pritchard, who gave a presentation on cruise trends at this week’s ABTA Travel Convention in Abu Dhabi.
His research revealed cruise was the third most preferred holiday type and that 32% of consumers were planning a cruise holiday.
In terms of the type of cruise products desired, destination was most important and the Mediterranean came out top with 37%, followed by the Caribbean at 35%, while almost half of consumers (48%) said the main reason for cruising was to visit multiple destinations.
“People also tell us that the experience is really important – they will spend one-and-a-half times more on leisure than retail and are more inclined to spend more on experiences,” said Pritchard.
“Cruising provides a fantastic opportunity to visit hard-to-reach destinations and increasingly, cruise lines are introducing authentic local experiences.”
Pritchard also stressed how more travellers were taking multi-generational (“3G”) holidays and told the cruise industry to tap into this sector.
“Multi-generational holidays are a major growth area – more than 12.5 million people took a 3G holiday last year, according to The Telegraph,” he said.
Looking ahead, Pritchard concluded: “Cruise will continue to be a real growth area, but it’s all about getting the capacity, building good repeat [cruiser] levels and getting people interested in cruise.
“Cruise firms need to build flexibility into the cruise product.”
Cruise experts attending the ABTA Travel Convention provided insight into a number of current and upcoming cruise trends. TDUK provides a round-up of their top-line observations and comments:
TRADE SALES RULE
Helen Caron, distribution and cruise director, TUI UK & Ireland
- If we want to attract a broader audience, we have to make it easier for the customer to choose how they book;
- The high street is really important to us; agents are really good at bringing new-to-cruise customers. I believe we need to give them better tools and more content.
Tony Roberts, vice president UK & Europe, Princess Cruises
- Sales through travel agents are growing faster than direct.
Lisa McAuley, UK commercial director, Silversea
- The trade is 100% essential and we always provide price parity.
Lucia Rowe, head of sales UK & Ireland, A-ROSA
- In the UK, we will not go direct. We rely completely on agents and tour operators. The trade is an absolute priority.
DESTINATION IS A DRIVER
TUI
- Cruisers want to go to places they haven’t visited before;
- UK cruisers are asking Thomson for Asian itineraries;
- Greek islands popular, but there’s a trend for long-haul too.
Princess Cruises
- Alaska and Panama itineraries are generating the highest proportion of cruise newcomers.
Silversea
- The Russian Far East is sought after – can only get 1,000 visitors per year to the destination.
EXPERIENCES IN DEMAND
Princess Cruises
- Growth in tour operators and agents pulling together cruise with other experiential elements to create a total holiday experience;
- The real opportunity is to open up the entire holiday market to cruise.
TUI
- Cruise and stay options are becoming more popular.
A-ROSA
- River cruisers seek cultural experiences;
- There is a trend to cruise towards more responsible cruising.
Silversea
- Expedition cruising is growing at a fast pace;
- Silversea visits Yap Island – where the locals still trade in stones!
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