Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
- Growth stalled but major capacity increase due in 2015
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- Figure 1: Volume forecast of sea cruises, 2014-19
- Figure 2: Value forecast of sea cruises, 2014-19
- Full steam ahead for no-fly cruise
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- Figure 3: UK sea cruise market, fly cruises versus UK port departures, 2008-13
- Market factors
- Fuel challenge
- Ageing society offers big opportunity
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- Figure 4: UK age group projections, 2014-2034
- Companies, brands and innovation
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- Figure 5: Top ten global cruise brands estimated share of global capacity, 2014
- New vessels offer high-tech and design-led approaches
- Co-creation cruise
- Excursions forced to raise their game
- The consumer
- Three in ten adults are would-be cruisers
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- Figure 6: UK adults by sea cruise holiday target groups, July 2014
- The gastro-cruiser
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- Figure 7: Influences on choosing a cruise holiday, July 2014
- UK port departures now more popular than fly-cruise
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- Figure 8: Interest in taking particular types of cruise holiday, July 2014
- Several holidays in one
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- Figure 9: Attitudes towards cruise holidays, by ‘interested’ target groups July 2014
- What we think
Issues and Insights
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- How might rising fuel costs re-shape the cruise product?
- The facts
- The implications
- On which demographic groups should cruise brands concentrate their marketing resources?
- The facts
- The implications
- What are the opportunities for river cruises?
- The facts
- The implications
- How can cruise holidays appeal to AB independent travellers who would not normally consider a mainstream cruise?
- The facts
- The implications
Trend Application
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- Make it Mine
- Extend My Brand
Market Drivers
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- Key points
- Overseas holidays still some way off recovery
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- Figure 10: Overseas holidays, volume and expenditure 2008-13
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- Figure 11: Sterling exchange rate, 2009-14
- Oil price pressure eases…
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- Figure 12: Brent Spot Oil Price, January 2000-June 2014
- … but new fuel challenges mounting
- APD reform offers boost to Caribbean cruises
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- Figure 13: Advanced Passenger Duty (APD) rates April 2012-April 2015
- Cruise truce with agents
- Ageing population promises cruise bonanza
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- Figure 14: Trends in the age structure of the UK population, by gender, 2009-19
- Figure 15: UK age group projections, based on 2012 population data, 2014-2034
- Retirement & pension changes
- Ageing singles growth
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- Figure 16: Projected singles population by age group, England & Wales, 2008-2033
Who’s Innovating?
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- Key points
- Hi-tech cruise
- Boutique Britannia
- Metal mariners & crochet cruisers
- DIY itineraries
- Virtual cruising
- Sea/land combo
- New wave of excursions
Market Size and Forecast
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- Key points
- Growth stalls but new supply boost in 2015
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- Figure 17: UK sea cruise market volume and value, 2004-19
- Discounting rescues market from decline
- 2014 and beyond
- Forecast
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- Figure 18: Volume forecast of sea cruises, 2014-19
- Figure 19: Value forecast of sea cruises, 2014-19
- Forecast methodology
Segment Performance
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- Key points
- No fly cruise accounts for all growth since 2010
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- Figure 20: UK sea cruise market, fly cruises versus UK port departures, 2008-13
- Norway becomes most popular no-fly destination
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- Figure 21: UK sea cruise market, by destination, 2008-13
- Ultra-luxury cruise up 38% over past five years
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- Figure 22: Volume of UK ultra-luxury cruises taken, 2008-13
- The age of cruisers gets higher
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- Figure 23: Age analysis of cruise holidaymakers, 2006-13*
- The multiple cruiser
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- Figure 24: Number of cruises taken in the last year (%), 2008-13
- Late booking trend
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- Figure 25: How long before cruise holidays bookings were made, by percentage of bookings, 2006-13
- Take me to the river
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- Figure 26: UK river cruise market, passenger volume by destination, 2009-13
Market Share
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- Key points
- Overall supply
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- Figure 27: Estimated global cruise industry capacity (number of berths), 2014-18, as at 1st quarter 2014
- Carnival controls six out of top ten brands
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- Figure 28: Top ten global cruise brands by estimated capacity (number of berths), 2008-18, as at 1st quarter 2014
- UK-based brands
- New entrants
- Viking invasion
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- Figure 29: Selected leading river cruise brands by estimated capacity, 2008-18, as at 1st quarter 2014
Brand Communication and Promotion
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- Key points
- Cruise advertising
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- Figure 30: Top 20 cruise advertisers, by brand, 2012-14
- Figure 31: Cruise advertising expenditure, by media type, 2012-14
Companies and Products
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- Carnival Corporation
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- Figure 32: Key financials for Carnival Corporation, 2012 and 2013
- Selected Carnival brands
- Holland America Line
- Princess Cruises
- P&O Cruises
- Royal Caribbean Cruises limited
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- Figure 33: Key financials for Royal Caribbean Cruises ltd, 2012 and 2013
- Selected Royal Caribbean brands
- Royal Caribbean International
- Celebrity Cruises
- MSC Cruises
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- Figure 34: MSC Cruises Limited key financials 201213
- Hurtigruten
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- Figure 35: Key financials for Hurtigruten Group, 2012 and 2013
- Fred. Olsen Cruise Lines
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- Figure 36: Key financials for Fred. Olsen Cruise Lines ltd, 2011-12
- Viking River Cruises
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- Figure 37: Key financials for Viking River Cruises, 2012 and 2013
Sea & River Cruise Taking
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- Key points
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- Figure 38: Sea and river cruises, previous experience and future intentions, July 2014
- A third of adults interested in cruising
- Cruise groups
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- Figure 39: UK adults by sea cruise holiday target groups, July 2014
- Figure 40: UK adults by river cruise holiday target groups, July 2014
Important Factors in Choosing a Cruise
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- Key points
- Dining experience is critical success factor
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- Figure 41: Influences on choosing a cruise holiday, July 2014
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- Figure 42: Important factors in choosing a cruise by Satisfied Cruisers and New Potentials, July 2014
- Value of excursions
- Family favourites
- Room with a view
Interest in Taking Different Types of Cruise
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- Key points
- No fly cruise is now most popular
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- Figure 43: Interest in taking particular types of cruise holiday, July 2014
- Pushing the boat out
- Mini-cruise potential
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- Figure 44: Interest in taking different types of cruise by Satisfied Cruisers and New Potentials, July 2014
- Demographic factors
- Child-free cruising
- Best of both worlds
Preferred Sea Cruise Destinations
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- Key points
- Caribbean is dream destination
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- Figure 45: Most popular sea cruise destinations, July 2014
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- Figure 46: Preferred sea cruise destinations by Satisfied Cruisers and New Potentials, July 2014
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- Figure 47: Preferred sea cruise destinations by lifestage groups, July 2014
Attitudes towards Cruises
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- Key points
- Expensive exploration
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- Figure 48: Attitudes towards cruise holidays, July 2014
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- Figure 49: Attitudes towards cruise holidays by target groups, July 2014
- Variety is spice of cruising life
- Awareness gap re on-board experience
- Restrictiveness a key deterrent
- Demographic factors
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