The Internet and low cost carriers have triggered the demise of the package industry as more of the population makes their own travel arrangements. Overseas travel, particularly short-haul is as easy as clicking 1-2-3 and customers struggle to see the need for a specialist travel advisor. The cruise sector, however, has a large number of first-timers who want the reassurance received by using a travel agent or tour operator.

As a response, many package operators and travel agencies are offering highly trained cruise specialists. Some have gone so far as to open specialist stores totally dedicated to the cruise sector. In a bid to broaden the appeal of cruising, operators have extended their product lines, offering cruises for families through to adrenaline junkies.

This report investigates these issues and analyses the current make-up and dynamics of the UK cruise market, past, present and future; investigating the core trends in supply, consumer trends and new developments impacting on the marketplace.