Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Sea cruise market continues to grow in 2019, albeit at a slower pace
- Number of sea cruise holidays forecast to grow significantly in 2020 and beyond
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- Figure 1: Forecast volume of UK & Ireland sea cruise holidays (number of trips), 2013-23
- The value of sea cruises is projected to grow above holiday market average
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- Figure 2: Forecast value of UK & Ireland sea cruise holidays, 2013-23
- Shorter breaks increasingly popular
- The UK population is getting older
- Companies and brands
- Cruise capacity continues to grow year-on-year
- Crystal opens bookings for river cruises three years in advance
- The Ritz-Carlton Yacht Collection aims to be a home away from home
- The consumer
- Interest in sea and river cruise holidays is equally high
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- Figure 3: Interest in cruise holidays, by usage, November 2018
- Younger generation shows highest level of interest in taking a sea cruise
- First-time cruisers show high interest in cruise and stay holidays
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- Figure 4: Interest in cruise holiday types, by cruise experience, November 2018
- Destination more impactful than cruise ship in decision-making process
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- Figure 5: Cruise booking behaviours, November 2018
- Food options on board more important than entertainment
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- Figure 6: Most important factors for potential cruisers, by rank, November 2018
- Younger generation wants to stay connected
- Older consumers expect the most from all-inclusive cruises
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- Figure 7: Products/services expected to be included in the price, by age, November 2018
- Managing expectations among first-time cruisers
- The costs hold back the majority of those not interested in cruise holidays
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- Figure 8: Barriers to cruising, by cruise experience, November 2018
- What we think
Issues and Insights
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- Cruise holidaymakers need guidance in making the right decisions
- The facts
- The implications
- Cruise sector challenged to overcome image of being too expensive
- The facts
- The implications
The Market – What You Need to Know
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- Sea cruise market continues to grow in 2019, albeit at a slower pace
- Number of sea cruise holidays forecast to grow significantly in 2020 and beyond
- River cruise market shows double digit growth
- Shorter breaks increasingly popular
- All-inclusive concepts benefit from relatively low value of the Pound
- Holidaymakers in search for more value for their money
- The UK population is getting older
Market Size and Forecast
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- Sea cruise market continues to grow in 2019, albeit at a slower pace
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- Figure 9: UK & Ireland sea cruise market passenger volume and value, 2013-23
- Number of sea cruise holidays forecast to grow significantly in 2020 and beyond
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- Figure 10: Forecast volume of UK & Ireland sea cruise holidays (number of trips), 2013-23
- The value of sea cruises is projected to grow above holiday market average
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- Figure 11: Forecast value of UK & Ireland sea cruise holidays, 2013-23
- Forecast methodology
- River cruise market shows double digit growth
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- Figure 12: UK & Ireland river cruise market passenger volume, 2012-17
Market Segmentation
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- Sea cruise passengers still predominantly 50+
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- Figure 13: Age analysis of UK & Ireland sea cruise market, 2017
- Shorter breaks increasingly popular for sea cruises
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- Figure 14: Top three sea cruise destinations UK & Ireland market, by age and quarter, 2017
- Europe leading destination for river cruises
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- Figure 15: UK & Ireland river cruise market passenger volume, by destination, 2017
Market Drivers
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- Travellers make more cautious decisions because of economic uncertainties
- All-inclusive concepts benefit from relatively low value of the Pound
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- Figure 16: Pound versus euro and US Dollar, 20 May 2016-21 January 2019
- Holidaymakers in search for more value for their money
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- Figure 17: Top 15 overseas holiday destinations for UK holidaymakers, Q1-Q3 2017 versus Q1-Q3 2018
- Cruise sector challenged to reduce shipping emissions
- The UK population is getting older
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- Figure 18: (Forecasted) population by age, 1966-2066
Companies and Brands – What You Need to Know
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- Cruise capacity continues to grow year-on-year
- Crystal opens bookings for river cruises three years in advance
- The Ritz-Carlton Yacht Collection aims to be a home away from home
- Amadeus River Cruises develops more efficient ship
- Azamara Club Cruises launches City Stays programme
- Getting Millennials on board
Cruise Companies and Market Share
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- Cruise capacity continues to grow year-on-year
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- Figure 19: Global key facts top four cruise companies
- Some 2019 highlights from selected brands
- Royal Caribbean invests in app, upgrades existing ships, and acquires private islands
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- Figure 20: Royal Caribbean International’s private island CocoCay in The Bahamas
- MSC Cruises offers around the world itineraries and will launch voice-enabled digital assistant
- The Ritz-Carlton Yacht Collection aims to be a home away from home
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- Figure 21: Suites on The Ritz-Carlton Yacht Collection
- Crystal opens bookings for river cruises three years in advance and launches new website
Launch Activity and Innovation
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- Technological innovation to improve guest experience
- MSC Cruises will launch digital assistant in March 2019
- Celebrity Cruises introduces Magic Carpet and Infinite Balcony
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- Figure 22: Celebrity Cruises’ Magic Carpet
- Amadeus River Cruises develops more efficient ship
- Bringing stories to life
- STAR TREK: THE CRUISE™ IV set to sail in March 2020
- Replica of the Titanic set to sail in 2022
- Acquiring and upgrading private islands to drive demand
- Royal Caribbean’s CocoCay opens in May 2019
- Ocean Cay MSC Marine Reserve opens in November 2019
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- Figure 23: MSC Cruises’ private island Ocean Cay in the Bahamas
- Letting passengers immerse themselves in the destination
- Azamara Club Cruises launches City Stays programme
- Scenic Luxury Cruises & Tours offers National Geographic River Cruises
- Getting Millennials on board
- Uniworld Boutique River Cruise
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- Figure 24: Rooftop lounge on U by Uniworld’s river cruise ships
- Norwegian Cruise Line strengthens presence in Alaska
The Consumer – What You Need to Know
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- Interest in sea and river cruise holidays is equally high
- Younger generation shows highest level of interest in taking a sea cruise
- First-time cruisers show high interest in cruise and stay holidays
- Destination more impactful than cruise ship in decision-making process
- Food options on board more important than entertainment
- Older consumers expect the most from all-inclusive cruises
- The costs hold back the majority of those not interested in cruise holidays
Participation and Interest in Cruising
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- Interest in sea and river cruise holidays is equally high
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- Figure 25: Participation and interest in sea and river cruise holidays, November 2018
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- Figure 26: Attractiveness of sea and river cruise holiday images – Qualitative study, November 2018
- Many consumers are open to undertaking the first cruise of their lives
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- Figure 27: Interest in cruise holidays, by usage, November 2018
- Younger generation shows highest level of interest in taking a sea cruise
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- Figure 28: Age profile of those interested in cruise holidays, November 2018
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- Figure 29: Socio-economic profile of those interested in cruise holidays, November 2018
Interest in Cruise Holiday Types
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- First-time cruisers show high interest in cruise and stay holidays
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- Figure 30: Interest in cruise holiday types, by cruise experience, November 2018
- Budget cruises appeal especially to first-time cruises
- Interest in multigenerational cruises is much higher among younger generation
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- Figure 31: Interest in cruise holiday types, by age, November 2018
Cruise Booking Behaviours
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- Destination more impactful than cruise ship in decision-making process
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- Figure 32: Cruise booking behaviours, November 2018
- Travel agents are key in the research and booking process of cruise holidays
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- Figure 33: Cruise booking behaviours, by age, November 2018
Influencing Decision-Making
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- Food options on board more important than entertainment
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- Figure 34: Most important factors for potential cruisers, by rank, November 2018
- Younger generation wants to stay connected
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- Figure 35: Most important factors for potential cruisers, by age, November 2018
All-inclusive Expectations
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- Older consumers expect the most from all-inclusive cruises
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- Figure 36: Products/services expected to be included in the price, by age, November 2018
- Managing expectations among first-time cruisers
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- Figure 37: Number of products/services expected to be included in the price – Repertoire by cruise experience, November 2018
Barriers to Cruising
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- The costs hold back the majority of those not interested in cruise holidays
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- Figure 38: Barriers to cruising, by cruise experience, November 2018
- Safety features could encourage more families with younger children to take a cruise
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- Figure 39: Proportion of consumers who have 'concerns about safety', by parental situation and age of children, November 2018
Appendix – Data Sources, Abbreviations, and Supporting Information
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- Definitions
- Abbreviations
- Consumer research methodology
- CHAID analysis
- Key driver analysis
Appendix – Market Size and Forecast
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- Volume forecast for sea cruise holidays
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- Figure 40: Forecast volume of UK & Ireland sea cruise holidays (number of trips), 2018-23
- Value forecast for sea cruise holidays
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- Figure 41: Forecast value of UK & Ireland sea cruise holidays, 2018-23
- Forecast methodology
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