"Strong interest in cruise and stay holidays highlights the importance of ensuring that travellers have ample opportunities to explore and connect with the destinations they visit."
Marloes De Vries - Travel Analyst
The cruise holiday industry has experienced another record year in the UK, driven by a strong consumer demand for cruise experiences and increasing capacity. Key consumer trends include a growing interest in live performances and wellness facilities.
More destinations are imposing restrictions on the growing cruise industry to combat pollution and overtourism. Addressing these challenges is critical for cruise lines to realise their long-term growth potential.
The strong interest in cruise and stay holidays highlights the importance of ensuring that travellers have ample opportunities to explore and engage with the destinations they visit. Optimising the offering of shore experiences is important, while pre- and post-cruise extensions and overnight stays in ports can help make itineraries more appealing.
Mintel’s consumer research found that Brits aged 16-34 are far more interested in sea cruises than river cruises, with a particular interest in the yacht category. This presents river cruise lines the opportunity to attract younger travellers by incorporating and promoting the style or amenities typically associated with yachts.
This report examines the behaviours and attitudes of UK adults aged 16 or over towards sea and river cruise holidays in the UK and abroad. In Mintel’s consumer research, a holiday is defined as a stay of at least one night that is primarily for leisure purposes. Business trips and visiting friends or relatives are not included.
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