The coronavirus outbreak has led to cancellations and amended cruise itineraries in Asia since the start of 2020. Though Asia accounts for a small share of sea and river cruises taken by UK residents, media attention surrounding the impact of the coronavirus on travel and affected cruise ships will impact cruise holidays’ appeal. Demand is forecast to slightly decline in 2020 and return to growth in 2021. However, the full impact will be dependent on how the outbreak evolves over coming weeks and months.

Over-55s are particularly attracted to cruise holidays as they offer a convenient way to visit multiple destinations. Meanwhile the majority of young people have not been on a cruise before, which makes it a relatively unexplored holiday type for this group. Given that younger consumers are keen to seek out new and unusual experiences, cruise operators should develop and promote cruises that offer consumers unique and unconventional ways to explore destinations.

There is high interest in onboard activities during the daytime, with ones that relate to wellness being the most desired. Meanwhile, cruise lines have the opportunity to bring destinations onboard as the vast majority of potential cruisers want to experience local food and drink from the regions where the ship sails through.

This Report examines the behaviours and attitudes of UK adults aged 16 or over towards sea and river cruise holidays in the UK and abroad. In Mintel’s consumer research, a holiday is defined as a stay of at least one night that is primarily for leisure purposes. Business trips and visiting friends or relatives are not included.