Cruises - UK - October 2013
“In a broader holiday market dominated by comparison websites and dictated by value for money, cruising is an industry where first impressions really do count. Mintel’s finding that roughly a third of sea cruisers are not interested in taking another suggests that the industry has a long way to go in leaving a positive impression on passengers and encouraging repeat business.”
– Harry Segal, Research Analyst
Some questions answered in this report include:
- What is the chief barrier to growth in the sea cruise market?
- What are the long-term impacts of the Costa Concordia sinking?
- How important is branding in the cruise market?
- How have increasing air fares affected the sea cruise market?
The UK sea cruise market has performed well throughout the recession, and has enjoyed year-on-year growth in passenger numbers since 2004. However, volume growth has slowed from 11% in 2008 to just 0.1% in 2012 and penetration remains low.
Some 62% of UK adults have never taken a sea cruise and have no interest in doing so. The challenges for cruise lines and agents lie in shifting negative perceptions such as bad value for money and high costs, and making the wider population aware of increasingly accessible products such as mini-cruises.
This report examines sea and river cruises taken by UK residents and forecasts how the sea cruise market will perform over the next five years. It explores the challenges and opportunities that operators will face in 2013/14 and investigates the core drivers behind changes in the market. The report also examines consumer attitudes towards cruises and highlights key innovations in the market.
This report examines the market for sea and river cruise holidays taken by UK residents. A holiday must include a stay of at least one night, where the purpose of travel is primarily for leisure, as opposed to business or visiting friends or relatives.
A cruise is defined as any sea-based or river-based tour taken by fare payers on board a vessel whose main purpose is the accommodation of guests (this definition may be expanded to include Arctic and Antarctic exploration cruises where the vessel plays a multipurpose role – eg research vessel and cruise ship).
An adult, for the purposes of Mintel’s research, is anyone aged 16 or over.
The standard travel and tourism definitions used in the terminology of this report are as follows:
Tourism is any travel, which involves an overnight stay away from home.
A holiday is a subjectively defined form of tourism, as defined by the tourist in response to surveys such as the IPS. A holiday can be distinguished from other leisure travel such as visits to friends and relatives (VFR) or shopping trips.
Short-haul refers to air holidays within Europe, dominated by flights to Mediterranean resorts. The following destinations are considered to be short-haul: Austria, Belgium, Bulgaria, Croatia, Cyprus EU, Cyprus Non-EU, Czech Republic, Denmark, Estonia, Finland, France, Germany, Gibraltar, Greece, Hungary, Iceland, Irish Republic, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Russia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey and Other Europe.
The Canaries are included as a part of the Spanish market, and Madeira and the Azores are included as part of the Portuguese market.
An inclusive tour, or package holiday, is defined as the simultaneous sale of at least two elements of a holiday to the traveller: fares on public transport (eg flights) and commercial accommodation (eg hotel or self-catering apartment). Other elements, such as meals or excursions, are not essential to the definition of an inclusive tour.The term ‘all-inclusive’ is used to describe a special type of resort holiday in which food, drink, excursions and other services are provided as part of the total holiday cost.
An independent holiday is one in which the traveller organises and books transport and accommodation from separate sources (eg a Channel ferry crossing and a caravan site in France).
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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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