Germany Cruises Market Report 2023

Stay ahead of the curve and future-proof your business with Mintel’s Germany Cruises Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting the cruise industry in Germany. Get a 360° view of the German cruise market including the cruise market size in Germany, market share, and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

• A detailed outlook on the cruise market in Germany, including expert insights and market drivers.
• The short-, medium- and long-term impact of inflation and supply chain issues on cruise market growth in Germany.
• Participation/interest in, and consumer willingness to pay for sea and river cruise holidays.
• Reasons for and barriers to cruise tourism, e.g. concerns about sustainability.
• How your business can tap into opportunities to increase your cruise market share in Germany.

Overview of the Cruise Market in Germany

As inflation remains high in Germany, Mintel’s German cruise market research shows that over half of consumers are cancelling or postponing their cruise holiday plans. This is especially true for first-time cruisers. A focus on remote destinations can help brands to grow their cruise market share in Germany with this target group.

Meanwhile, experienced cruisers are more likely to book a cruise in the next two years. Brands can elevate the on-board experience, use bonus programs, and high quality cruises to appeal to this target group and help foster cruise market growth in Germany.

German Cruise Market Research: What Consumers Want and Why

• Trends in Cruise Tourism: While cost remains the top reason for Germans not to take a cruise, 30% of non-cruisers also cite concerns about environmental pollution. Despite current efforts towards sustainability, cruises remain unsustainable for the most part, and brands need to step up their efforts to invest more strongly in sustainable cruising to appeal to Germans in the long run.
• German Cruise Market Opportunities: According to Mintel’s German cruise market research, at 20%, Gen Z is most engaged in cruise tourism, in spite of its high price point. Targeting Gen Z along with their Gen X parents by offering remote destinations, promises fruitful cruise marketing for brands.
• The Cruise Market in Germany and Consumer Behaviour: Baby Boomers are most willing to pay more for a cruise compared to other generations, especially after being held back from taking a cruise holiday due to COVID-19. Cruise brands can capitalise on this by promoting destinations in Europe and elevated on-board hospitality.

What will the German Cruise Market Look Like in the Future?

• Considering Germans’ high awareness for sustainability, sustainable cruising will be key to appeal to this market long-term. While it is still in its infancy at the moment, further investments in sustainable cruise tourism will pay off for brands and operators.

To learn how to connect with your audience, purchase our German Cruise Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

This Report examines the behaviours and attitudes of German adults aged 16 or over towards sea and river cruise holidays in Germany and abroad.

Brands: Regent Seven Seas, Ruf Jugendreisen, MSC Cruises, Mein Schiff, Cruise Lines International Association, AIDA, Danube, Rhine Cruises, Thurgau Travel, Norwegian Cruise Line, Silver Seas, Hurtigurten Expeditions, Seabourn Venture, Hapag Lloyd, Ponant, TUI, Urlaub auf See, Check 24, Royal Caribbean, G-adventures, Costa, Meyer Turku, Four Seasons, Ritz Carlton, and more.

Additional Features Included with Your Purchase

• Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
• Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
• Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights on Cruise Marketing and the German Cruise Market

This report, written by Silvia Hondt, Research Analyst, delivers in-depth commentary and analysis to highlight current trends in the cruise industry in Germany and add expert context to the numbers.

As the cost-of-living crisis continues, cruise brands are poised to focus on experienced travellers for their cruise marketing. Elevating their on-board experience and using bonus programs will strengthen loyalty among customers.

Silvia Hondt
Research Analyst – Travel & Leisure