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Description

Description

Covered in this report

A “cruise” is large ship leisure travel. This analysis is focused both on ocean-going and river cruises. An ocean cruise is defined as leisure travel on an ocean vessel that travels through large bodies of water, such as oceans, seas and gulfs. A river cruise is defined as leisure travel on a river ship that travels along inland waterways. The US passenger cruise market is defined as the portion of the global cruise market attributable to passengers sourced from the US.

"In 2018, the global cruise industry earned an estimated $4.56 billion (a 4.6% increase over 2017) and carried an estimated 26 million annualized passengers. River cruising has become more popular over the last few years. It is poised to become even more popular as travelers realize how their itineraries, with multiple destinations and increasingly immersive shoreline experiences, dovetail with current overall travel trends. Meanwhile, ocean cruise ships are modernizing their on-board offerings with eye-popping rides, quality dining experiences and activities that fit the tastes of a younger consumer set that is keen on the prospect of cruising. Of course, the industry will have to also find solutions to the environmental issues they cause as travelers, especially younger ones, are more attuned to cruising’s effect on the planet."

– Mike Gallinari, Travel & Leisure Analyst

This report examines the following issues:

  • Young adults (aged 25-34) are the group most likely to have a cruise planned for 2020 (river or ocean).
  • All-inclusive cruise packages are popular, but the cost of getting to ports is a hurdle for consumers.
  • Cruise lines need to take environmental concerns more seriously.

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Figure 1: Total US passengers and fan chart forecast of passengers carried, in millions, 2014-24
        • Top takeaways
          • Interest in and perceptions of cruises
            • Younger travelers are the most recent cruisers
              • Figure 2: Most recent cruise, by age, September 2019
            • Ocean cruises are seen as brag worthy, river cruises as memorable
              • Figure 3: Correspondence Analysis – Symmetrical map – Vacation perceptions, September 2019
            • Traveler demands
              • Extra transportation costs deter cruisers
                • Figure 4: Barriers to cruising, September 2019
              • All-inclusives are valuable for groups
                • Figure 5: Attitudes toward all-inclusive packages, by number of children in household, September 2019
              • Looking ahead
                • Young cruisers have environmental demands
                  • Figure 6: Environmental concerns about cruise ships, by age group, September 2019
                • Domestic waters are an untapped market
                  • Figure 7: Top desired river cruise destinations, September 2019
                • What it means
                • The Market – What You Need to Know

                  • The industry is positioned for steady passenger growth
                    • Caribbean destinations are the industry’s growth lines
                      • Value, destinations and vacation time drive consideration
                        • New ship orders demonstrate market optimism
                        • The US Cruise Market

                          • US industry continues steady passenger growth
                            • Figure 8: Total US passengers and fan chart forecast of passengers carried, in millions, 2014-24
                        • Market Breakdown

                          • “Big Three” lines are driving global expansion
                            • Figure 9: Global share of ocean cruise passengers, by cruise line, 2016-18
                          • Caribbean cruises remain strong among US passengers as other locations struggle
                            • Figure 10: Cruise destinations traveled by US passengers 2010 and 2019
                        • Market Perspective

                          • Vacationers desire shorter trips
                            • Lists often inspire destinations
                              • Value drives leisure considerations
                                • Figure 11: TURF analysis – reasons to try new things, August 2019
                            • Market Factors

                              • Rising HHIs make cruising more appealing
                                • Figure 12: Median income, by census region, 2013-18
                              • Cruise liners are overflowing (with people, not water)
                                • Figure 13: Occupancy percentage for the Big Three cruise lines, 2014-18
                              • Most cruise spending is less than $2,000
                                • Figure 14: Average amount spent per passenger, 2019
                              • Increasing ship orders show confidence in growth
                              • Key Players – What You Need to Know

                                • Cruise brands continue to go big
                                  • Digital cruise advertising could use improvement
                                    • Expedition and theme cruises remain popular
                                      • Cruise lines are greening
                                        • An industry impacted by climate change
                                          • Nowhere to hide at sea
                                            • A look into the future
                                            • Leading Cruise Lines

                                              • Contemporary Brands
                                                • Carnival Cruise Line
                                                  • Royal Caribbean International (RCI)
                                                    • Norwegian Cruise Line (NCL)
                                                      • Disney Cruise Line
                                                        • Premium Brands
                                                          • Princess Cruises
                                                            • Holland America Line
                                                            • Digital Marketing for Cruise Lines

                                                              • Carnival’s ad buys are creating the most impression value
                                                                • Figure 15: Digital ad data among the big three cruise lines, November 2018-19
                                                              • Know where your customers are, and stand out
                                                                • Figure 16: Spend, impressions and index data for top five sites over last 12 months, November 2019
                                                              • There’s still room for improvement
                                                                • Figure 17: Site visitation habits, past 30 days, Spring 2019
                                                            • What’s Happening

                                                              • Expedition cruises meet luxury needs
                                                                • Figure 18: Goals of a luxury trip, by value of investible assets, May 2019
                                                                • Figure 19: Lindblad Alaska expedition cruise brochure, 2019
                                                              • Theme cruises tap into youth interests
                                                                • Figure 20: Promo photo for “Golden Fans at Sea” cruise from Flip Phone Events/Crystal Cruises, 2019
                                                              • Ships are floating amusement parks
                                                                • Figure 21: Interest in emerging activities, by age group, August 2019
                                                              • Tauck has a keen eye for trends
                                                                • Cruise lines starting to address environmental impacts
                                                                • What’s Struggling

                                                                  • Climate change creates physical, image issues
                                                                    • Stronger, more frequent hurricanes disrupt Caribbean market
                                                                      • Droughts leave river cruises high and dry
                                                                        • Is kryssningskam the next flygskam?
                                                                          • Accidents cause people to demand action
                                                                            • U tries too hard to attract Millennials
                                                                              • Social media exacerbates issues
                                                                              • Cruising’s Future

                                                                                  • Driver: Surroundings
                                                                                    • 2020
                                                                                      • 2025
                                                                                        • 2030
                                                                                          • Driver: Value
                                                                                            • 2020
                                                                                              • 2025
                                                                                                • 2030
                                                                                                  • Driver: Experiences
                                                                                                    • 2020
                                                                                                      • 2025
                                                                                                        • 2030
                                                                                                        • The Consumer – What You Need to Know

                                                                                                          • Half of the US population has had a cruise experience
                                                                                                            • Getting to the destination port, cruise length are the biggest issues
                                                                                                              • Travelers are interested in domestic offerings
                                                                                                                • Cruises rank as most “brag worthy” vacation
                                                                                                                  • Food and shows are important on-board amenities
                                                                                                                    • Passengers want more stops on the itinerary
                                                                                                                      • All-inclusives are A-OK
                                                                                                                        • Young cruisers sail with a conscience
                                                                                                                          • Cruise segments
                                                                                                                          • Cruise History and Intent

                                                                                                                            • Ocean cruises
                                                                                                                              • Half of US adults have ocean cruise experience
                                                                                                                                • Figure 22: Most recent ocean cruise, September 2019
                                                                                                                              • Younger age groups are starting to cruise
                                                                                                                                • Cruise lines may want to focus on older kids
                                                                                                                                  • Figure 23: Most recent ocean cruise, by select demographics, September 2019
                                                                                                                                • Ocean cruise interest high, especially among women
                                                                                                                                  • Figure 24: Interest in ocean cruises, September 2019
                                                                                                                                  • Figure 25: Interested in ocean cruises, select demographics, September 2019
                                                                                                                                • Interest is vibrant across age and income levels
                                                                                                                                  • Figure 26: Interest in ocean cruises, by age group, by HHI, September 2019
                                                                                                                                • Ocean cruises are seen as a good family vacation option
                                                                                                                                  • Figure 27: Interest in ocean cruises, by age of children in household, September 2019
                                                                                                                                • River cruises
                                                                                                                                  • River cruises aren’t as popular as ocean cruises
                                                                                                                                    • Figure 28: Most recent river cruise, September 2019
                                                                                                                                  • River cruise demographics generally the same as ocean
                                                                                                                                    • Figure 29: Most recent river cruise, by select demographics, September 2019
                                                                                                                                  • River cruises have room to grow
                                                                                                                                    • Figure 30: Interest in river cruises, September 2019
                                                                                                                                  • River cruising needs to capitalize on its interest
                                                                                                                                    • Figure 31: Interest in ocean cruises, by select demographics, September 2019
                                                                                                                                  • Cruisers open to repeating, though some stay in their lane
                                                                                                                                    • Figure 32: Inclination to repeat a cruise, September 2019
                                                                                                                                • Barriers to Cruising

                                                                                                                                  • Money is the biggest barrier to cruising
                                                                                                                                    • Figure 33: Barriers to cruising, September 2019
                                                                                                                                  • River cruises are good at addressing the concerns of their fans
                                                                                                                                    • Figure 34: Barriers to cruising, by preferred type of cruise, September 2019
                                                                                                                                  • Transit cost is less of an issue at $75k…
                                                                                                                                    • Figure 35: Transit expense as a barrier, by HHI, September 2019
                                                                                                                                  • …but other demands kick in
                                                                                                                                    • Figure 36: Barriers to cruising – select items, by HHI, September 2019
                                                                                                                                  • Cruise length and reputation contribute to disinterest
                                                                                                                                    • Figure 37: Barriers to cruising, by cruise interest, September 2019
                                                                                                                                  • Can’t sail what you don’t know
                                                                                                                                    • Figure 38: Lack of knowledge as a barrier, by age group, September 2019
                                                                                                                                  • Cruises don’t fit with younger adult’s vacation schedules
                                                                                                                                    • Figure 39: Cruise length as a barrier, by age group, September 2019
                                                                                                                                • River Cruise Destinations

                                                                                                                                  • US rivers pique the most interest
                                                                                                                                    • Figure 40: Top desired river cruise destinations, September 2019
                                                                                                                                  • Heritage is a draw for cruisers
                                                                                                                                    • Figure 41: Top desired river cruise destinations, by race and Hispanic origin, September 2019
                                                                                                                                  • Rural Americans want to sail the Heartland
                                                                                                                                    • Figure 42: Top desired river cruise destinations, by residential area, September 2019
                                                                                                                                  • Family opportunities South of the Border
                                                                                                                                    • Figure 43: Top desired river cruise destinations, by parental status, September 2019
                                                                                                                                • Perceptions of Cruise Vacations

                                                                                                                                  • Cruises are a brag worthy vacation experience
                                                                                                                                    • Figure 44: Correspondence Analysis – Symmetrical map – Vacation perceptions, September 2019
                                                                                                                                  • Ocean cruises seen as fun, but time consuming
                                                                                                                                    • Figure 45: Perceptions of ocean and river cruises, September 2019
                                                                                                                                  • Cruises fit with luxury goals
                                                                                                                                    • Figure 46: Perceptions of vacations as relaxing or memorable, September 2019
                                                                                                                                  • Parents feel they have better options
                                                                                                                                    • Figure 47: Perceptions of vacation types, by parental status, September 2019
                                                                                                                                • Cruise Ship Amenities

                                                                                                                                  • Dinner and a show rule the seas
                                                                                                                                    • Figure 48: Desired cruise ship amenities, September 2019
                                                                                                                                  • Young cruisers want activities, older ones want passivities
                                                                                                                                    • Figure 49: Desired cruise ship amenities, by age group, September 2019
                                                                                                                                  • Women look for a relaxing getaway
                                                                                                                                    • Figure 50: Desired cruise ship amenities, by gender, September 2019
                                                                                                                                  • River cruisers look for less onboard
                                                                                                                                    • Figure 51: Desired cruise ship amenities, by preferred cruise type, September 2019
                                                                                                                                • Attitudes toward Cruises

                                                                                                                                  • Attitudes depend on cruise preference
                                                                                                                                    • Figure 52: Attitudes about cruise itineraries, by preferred cruise type, September 2019
                                                                                                                                  • Higher income passengers look for more off the boat
                                                                                                                                    • Figure 53: Attitudes about cruise itineraries, by household income, September 2019
                                                                                                                                  • Cruises are generally seen as a value, but river cruisers aren’t wowed
                                                                                                                                    • Figure 54: Attitudes toward cruise value and glamor, by cruise preference, September 2019
                                                                                                                                  • All-inclusive appeal increases with number of kids
                                                                                                                                    • Figure 55: Attitudes toward all-inclusive packages, by number of children in household, September 2019
                                                                                                                                  • River cruisers are more environmentally conscious
                                                                                                                                    • Figure 56: Attitudes toward sustainability, by cruise preference, September 2019
                                                                                                                                  • Youngest travelers most concerned with green travel
                                                                                                                                    • Figure 57: Environmental concerns about cruise ships, by age group, September 2019
                                                                                                                                • Cruise Segments

                                                                                                                                    • Factors
                                                                                                                                      • Figure 58: Cruise segment breakdown, September 2019
                                                                                                                                    • Segments
                                                                                                                                      • Conscious Cruisers
                                                                                                                                          • Figure 59: Conscious Cruiser segment demographics, September 2019
                                                                                                                                        • Aquatically Amused
                                                                                                                                            • Figure 60: Aquatically Amused segment demos, September 2019
                                                                                                                                          • Sunset Sailors
                                                                                                                                              • Figure 61: Aquatically Amused segment demos, September 2019
                                                                                                                                            • Land Lubbers
                                                                                                                                                • Figure 62: Land Lubbers segment demos, September 2019
                                                                                                                                            • Appendix – Data Sources and Abbreviations

                                                                                                                                              • Data sources
                                                                                                                                                • Fan chart forecast
                                                                                                                                                  • Consumer survey data
                                                                                                                                                    • Behavioral data
                                                                                                                                                      • Direct marketing creative
                                                                                                                                                        • Abbreviations and terms
                                                                                                                                                          • Abbreviations
                                                                                                                                                          • Appendix – The Market

                                                                                                                                                              • Figure 63: Estimates and projections of passengers carried, in millions, 2019-24
                                                                                                                                                          • Appendix – The Consumer

                                                                                                                                                              • Figure 64: Table - TURF Analysis – Onboard amenities, September 2019
                                                                                                                                                              • Figure 65: Table - TURF Analysis – cruising barriers, September 2019
                                                                                                                                                            • Methodology
                                                                                                                                                                • Figure 66: Vacation perceptions September 2019
                                                                                                                                                              • Methodology
                                                                                                                                                                • Top cruise ship amenities
                                                                                                                                                                  • Figure 67: TURF Analysis – Onboard amenities, September 2019

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