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Cruises - UK - February 2019

“High street travel agents play an important role in the decision-making process of cruise holidays. As cruises are set to become a more valuable part of the wider holidays market, opportunities arise for travel agents to claim their position of being 'cruise specialists'”.
– Marloes de Vries, Travel Analyst

This report will discuss the following:

  • Cruise holidaymakers need guidance in making the right decisions
  • Cruise sector challenged to overcome image of being too expensive

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • 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
                • 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
                • 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
                              • 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
                                • Figure 4: Interest in cruise holiday types, by cruise experience, November 2018
                              • Destination more impactful than cruise ship in decision-making process
                                • Figure 5: Cruise booking behaviours, November 2018
                              • Food options on board more important than entertainment
                                • 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
                                  • 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
                                    • Figure 8: Barriers to cruising, by cruise experience, November 2018
                                  • What we think
                                  • Issues and Insights

                                    • 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

                                                • 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

                                                              • Sea cruise market continues to grow in 2019, albeit at a slower pace
                                                                • 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
                                                                • 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
                                                                • Figure 11: Forecast value of UK & Ireland sea cruise holidays, 2013-23
                                                              • Forecast methodology
                                                                • River cruise market shows double digit growth
                                                                  • Figure 12: UK & Ireland river cruise market passenger volume, 2012-17
                                                              • Market Segmentation

                                                                • Sea cruise passengers still predominantly 50+
                                                                  • Figure 13: Age analysis of UK & Ireland sea cruise market, 2017
                                                                • Shorter breaks increasingly popular for sea cruises
                                                                  • Figure 14: Top three sea cruise destinations UK & Ireland market, by age and quarter, 2017
                                                                • Europe leading destination for river cruises
                                                                  • Figure 15: UK & Ireland river cruise market passenger volume, by destination, 2017
                                                              • Market Drivers

                                                                • Travellers make more cautious decisions because of economic uncertainties
                                                                  • All-inclusive concepts benefit from relatively low value of the Pound
                                                                    • Figure 16: Pound versus euro and US Dollar, 20 May 2016-21 January 2019
                                                                  • Holidaymakers in search for more value for their money
                                                                    • 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
                                                                      • Figure 18: (Forecasted) population by age, 1966-2066
                                                                  • Companies and Brands – What You Need to Know

                                                                    • 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

                                                                                • Cruise capacity continues to grow year-on-year
                                                                                  • 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
                                                                                    • 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
                                                                                      • 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

                                                                                      • Technological innovation to improve guest experience
                                                                                        • MSC Cruises will launch digital assistant in March 2019
                                                                                          • Celebrity Cruises introduces Magic Carpet and Infinite Balcony
                                                                                            • 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
                                                                                                        • 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
                                                                                                                • 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

                                                                                                                • 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

                                                                                                                              • Interest in sea and river cruise holidays is equally high
                                                                                                                                • Figure 25: Participation and interest in sea and river cruise holidays, November 2018
                                                                                                                                • 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
                                                                                                                                • Figure 27: Interest in cruise holidays, by usage, November 2018
                                                                                                                              • Younger generation shows highest level of interest in taking a sea cruise
                                                                                                                                • Figure 28: Age profile of those interested in cruise holidays, November 2018
                                                                                                                                • Figure 29: Socio-economic profile of those interested in cruise holidays, November 2018
                                                                                                                            • Interest in Cruise Holiday Types

                                                                                                                              • First-time cruisers show high interest in cruise and stay holidays
                                                                                                                                • 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
                                                                                                                                  • Figure 31: Interest in cruise holiday types, by age, November 2018
                                                                                                                              • Cruise Booking Behaviours

                                                                                                                                • Destination more impactful than cruise ship in decision-making process
                                                                                                                                  • Figure 32: Cruise booking behaviours, November 2018
                                                                                                                                • Travel agents are key in the research and booking process of cruise holidays
                                                                                                                                  • Figure 33: Cruise booking behaviours, by age, November 2018
                                                                                                                              • Influencing Decision-Making

                                                                                                                                • Food options on board more important than entertainment
                                                                                                                                  • Figure 34: Most important factors for potential cruisers, by rank, November 2018
                                                                                                                                • Younger generation wants to stay connected
                                                                                                                                  • Figure 35: Most important factors for potential cruisers, by age, November 2018
                                                                                                                              • All-inclusive Expectations

                                                                                                                                • Older consumers expect the most from all-inclusive cruises
                                                                                                                                  • Figure 36: Products/services expected to be included in the price, by age, November 2018
                                                                                                                                • Managing expectations among first-time cruisers
                                                                                                                                  • Figure 37: Number of products/services expected to be included in the price – Repertoire by cruise experience, November 2018
                                                                                                                              • Barriers to Cruising

                                                                                                                                • The costs hold back the majority of those not interested in cruise holidays
                                                                                                                                  • Figure 38: Barriers to cruising, by cruise experience, November 2018
                                                                                                                                • Safety features could encourage more families with younger children to take a cruise
                                                                                                                                  • 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

                                                                                                                                  • Definitions
                                                                                                                                    • Abbreviations
                                                                                                                                      • Consumer research methodology
                                                                                                                                        • CHAID analysis
                                                                                                                                          • Key driver analysis 
                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                            • Volume forecast for sea cruise holidays
                                                                                                                                              • Figure 40: Forecast volume of UK & Ireland sea cruise holidays (number of trips), 2018-23
                                                                                                                                            • Value forecast for sea cruise holidays
                                                                                                                                              • Figure 41: Forecast value of UK & Ireland sea cruise holidays, 2018-23
                                                                                                                                            • Forecast methodology

                                                                                                                                            Cruises - UK - February 2019

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