Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Volume forecast of sea cruise holidays, 2006-16
- Figure 2: Value forecast of sea cruise holidays, 2006-16
- Recession-proof cruise
- UK departures drive growth
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- Figure 3: Ex-UK and fly-cruises taken, by volume, 2006-11
- Figure 4: Volume of ocean cruise passengers, by destination, 2006-11
- But (temporary) slowdown expected
- European river cruise market expanding
- Market factors
- New ship supply
- Concordia disaster sparks safety review
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- Figure 5: Annual average Brent crude oil prices, 2006-12
- Demographic boost
- Companies, brands and innovation
- Carnival is the global leader
- Floating resorts
- New itineraries – near and far
- Talent contests and celebrity chefs
- Online cruise tools
- The consumer
- Cruises peak among 65-74s
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- Figure 6: Cruises taken and future intentions, February 2012
- A third of adults are potential cruisers
- The Marmite holiday
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- Figure 7: Reasons for not taking a cruise, February 2012
- Concordia accident deters few
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- Figure 8: Attitudes towards cruise holidays, February 2012
- Destination, destination, destination
- Sociable, hassle-free
- Onboard perceptions split
- Over land and sea
- Special-occasion families
- What we think
Issues in the Market
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- Short-haul and domestic holidays are currently growing while long-haul is struggling. How will this affect cruise?
- How important is the onboard experience, compared to the itinerary?
- What is the best way to market to non-cruisers?
- What is the relationship between sea cruises and river cruises?
- What is the scope for a ‘green cruise’ brand?
Future Opportunities
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- Trend: Slow It All Down
- Trend: Click And Connect
Internal Market Environment
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- Key points
- Travel market age shift
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- Figure 9: Domestic vs overseas holidays volume, 2006-11
- Figure 10: Domestic and overseas holidays expenditure, 2006-11
- Package capacity declining
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- Figure 11: Inclusive holidays versus independent holidays, by volume, 2006-11
- Nearcation trend
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- Figure 12: Outbound holiday visits, by region visited, 2006-11
- Two thirds of adults take holidays
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- Figure 13: Percentage of adults taking a holiday or short break in the last 12 months, 2009-11
- Figure 14: Total number of trips taken in the last 12 months, by destination, 2010 and 2011
- Cruise ship supply
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- Figure 15: Global supply of new cruise ships, 2008-13
- The Concordia tragedy
- Fuel pressure
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- Figure 16: Brent crude oil prices, 2006-12
- Emission control
- Antarctica changes
- Sustainability challenge
- Commission cuts
Broader Market Environment
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- Key points
- Inflation drops but growth still stuttering
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- Figure 17: GDP quarterly percentage change, Q1 2004-Q4 2011
- Figure 18: UK Consumer Confidence Index, March 2011-February 2012
- Over-55 boost
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- Figure 19: Trends in the age structure of the UK population, by gender, 2006-16
- Older singles market set to grow
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- Figure 20: Forecast percentage change in adult population, by marital status and age, for England and Wales, 2008-33
- AB growth
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- Figure 21: Forecast adult population trends, by socio-economic group, 2006-16
- Weak Pound goes further at sea
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- Figure 22: Annual average exchange rates for Sterling against other currencies, 2007-11
Competitive Context
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- Key points
- Growing niche
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- Figure 23: All holidays and cruises, by volume and value, 2006-11
- Package context
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- Figure 24: All package holidays and cruises, by volume and value, 2006-11
- Fragmented holiday types
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- Figure 25: Types of holidays/short breaks taken in the last 12 months, 2010 and 2011
Who’s Innovating?
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- Key points
- New launches
- New UK-UK itineraries
- Beyond Europe
- Rail-sail
- Themed cruises
- Online cruise tools
- Taking the tablets
- River of Gold
- Boating in the buff
Market Size and Forecast
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- Key points
- Recession-proof market
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- Figure 26: Sea cruise volume, value and average spend, 2006-16
- Growth to slow in 2012...
- ...but few clouds on the horizon
- Rising river market to recover from Arab Spring
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- Figure 27: River cruise volume, value and average spend, 2009-12
- Forecast
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- Figure 28: Volume forecast of sea cruise holidays, 2006-16
- Figure 29: Value forecast of sea cruise holidays, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Home ports drive growth
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- Figure 30: Ex-UK and fly-cruises taken, by volume, 2006-11
- Cruising closer to home
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- Figure 31: Volume of sea cruise passengers, by destination from UK, 2006-11
- Voyages of discovery
- Ultra-luxury growth
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- Figure 32: Volume of ultra-luxury* cruises taken, 2006-11
- Average cruising age gets older
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- Figure 33: Age analysis of cruise holidaymakers, 2000-11*
- Sea virgins
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- Figure 34: First-time cruisers as percentage of UK market, 2006-11
- Figure 35: Number of cruises taken in the last year, 2008-11
- High-spending holidaymakers
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- Figure 36: Total amount spent on holidays (5 days or more) for self and family in the last 12 months, 2011
- Figure 37: Total amount spent on sea cruise holidays (5 days or more) for self and family in the last 12 months, 2011
- European river market expanding
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- Figure 38: River cruise volume, by region, 2009-11
Market Share
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- Key points
- Carnival in cruise control
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- Figure 39: Number of vessels and passenger capacity, by operator, March 2012
Companies and Products
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- Carnival Corporation & plc
- Cunard Line
- New kind of luxury
- P&O Cruises
- New developments
- Princess Cruises
- Royal Caribbean Cruises Ltd
- Royal Caribbean International
- Ship classes
- Onboard facilities
- Celebrity Cruises
- Azamara Club Cruises
- Silversea Cruises
- Putting it in perspective
- Fred. Olsen Cruise Lines Ltd
- Traditional ethos
- Return to Liverpool
- Thomson Cruises
- New product development
- Hurtigruten
- Award for best specialist
- Viking River Cruises
- Fleet development
Channels to Market
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- Key points
- High street is still critical for cruise research...
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- Figure 40: Information sources used for holidays/short breaks, 2011
- ...and eight in ten cruisers book via an agent
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- Figure 41: Booking methods used by people who took at least one holiday/short break abroad during the year, 2010 and 2011
- Figure 42: Booking methods used by people who took at least one sea cruise during the year, 2010 and 2011
- Booking polarisation
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- Figure 43: How long before holidays/short breaks the bookings were made, 2011
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- Figure 44: How long before cruise holidays the bookings were made, by percentage of bookings, 2006-11
Sea Cruise Experience and Intentions
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- Key points
- A third of adults are potential cruisers
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- Figure 45: Sea cruises taken and future intentions, February 2012
- Empty nesters still dominate market
- Need to target over-75s
River Cruise Experience and Intentions
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- Key points
- Crossing the streams
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- Figure 46: River cruises taken and future intentions, February 2012
What Puts Non-Cruisers Off?
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- Key points
- Cost and confinement
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- Figure 47: Reasons for not taking a cruise, February 2012
- Female security concerns
- Cruise widow seeks boat buddy
- Blue rinse anxiety
Attitudes Towards Cruise Holidays
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- Key points
- One in nine adults put off cruising by Concordia tragedy
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- Figure 48: Attitudes towards cruise holidays, February 2012
- Destination is still key
- Sociable cruisers
- Hassle-free holidays
- Best of both worlds
- Out of control
- Special-occasion families
Appendix – Market Size and Forecast
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- Figure 49: Forecast of sea cruise volume, best and worst case scenarios, 2011-16
- Figure 50: Forecast of sea cruise value, best and worst case scenarios, 2011-16
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Appendix – Sea Cruise Experience and Intentions
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- Figure 51: Sea cruises taken and future intentions, by demographics, February 2012
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Appendix – River Cruise Experience and Intentions
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- Figure 52: River cruises taken and future intentions, by sea cruises taken and future intentions, February 2012
- Figure 53: River cruises taken and future intentions, by demographics, February 2012
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Appendix – What Puts Non-Cruisers Off?
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- Figure 54: Most popular reasons for not taking a cruise, by demographics, February 2012
- Figure 55: Next most popular reasons for not taking a cruise, by demographics, February 2012
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Appendix – Attitudes Towards Cruise Holidays
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- Figure 56: Attitudes towards cruise holidays, by sea cruises taken and future intentions, February 2012
- Figure 57: Attitudes towards cruise holidays, by river cruises taken and future intentions, February 2012
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- Figure 58: Attitudes towards cruise holidays, by most popular reasons for not taking a cruise, February 2012
- Figure 59: Attitudes towards cruise holidays, by next most popular reasons for not taking a cruise, February 2012
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- Figure 60: Most popular attitudes towards cruise holidays, by demographics, February 2012
- Figure 61: Next most popular attitudes towards cruise holidays, by demographics, February 2012
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- Figure 62: Other attitudes towards cruise holidays, by demographics, February 2012
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