Description

Gain fresh insight into the US cruise industry with this comprehensive report. With your copy, you’ll gain a strategic advantage by utilizing Mintel’s consumer data and analysis. Below, we provide the key topics covered and offer hand-selected findings from the report.

Key Topics Covered

  • Who has been ocean and river cruising, and who is interested in doing so.
  • The demographics that are key to expanding cruising.
  • The aspects of cruising that attract and repel travelers.
  • The satisfaction levels of cruisers and what factors drive satisfaction.
  • The new cruise products of interest to consumers.
  • Consumers’ evolving attitudes toward the cruise industry and sustainability.

US Cruise Market Size 2023-2028

In 2023, an estimated 15 million passengers set sail from US ports, reaching pre-pandemic levels. Cruise enthusiasts have been booking far in advance, leading to some sailings in 2024 being almost sold out. Cruise lines are expanding their fleets to meet the demand, and it is estimated total passenger volume from US ports will increase notably by 2028 (full graph and figures available in the report).

The American Cruise Passenger Explored: Quick Facts

  • Overall, cruisers are very satisfied. This helps to explain the number of repeat cruisers and indicates that the US cruise industry doesn’t need to “fix” anything at the moment. However, cruise lines must continue to work on value messaging in their marketing to trigger action from interest.
  • Millennials are at the core of ocean cruise passengers. Outpacing other generational demographics for participation, Millennials will dictate many ocean cruise trends. This makes them a main focus for acquiring and remarketing.
  • Younger consumers are willing to pay more for a ship on renewables. Gen Z and Millennials indicate a preference for cruise lines with strong sustainability practices, making them a key demographic to acknowledge here.

Buy your copy today and gain robust insight into the US cruise industry and passenger trends. You may also be interested to browse our broader category of travel market research.

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Expert Analysis

Leading travel analyst Mike Gallinari delivers expert industry knowledge to shed light on the US cruise industry with this report.

Cruising has recovered, and people who sail are happy to do it again. The biggest issue, particularly for river cruises, is converting huge interest into sales.

Mike Gallinari, Travel and Leisure Analyst

 

Mike Gallinari
Travel & Leisure Analyst

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • Consumer fast facts
    • Cruise passenger segments
    • Graph 1: cruise passenger segments, 2023
    • Graph 2: Potential Repeat Cruisers vs Potential New Cruisers, by key demographics, 2023
    • Ocean cruising and intent
    • Graph 3: ocean cruising intent, 2021-23
    • Graph 4: ocean cruising history, 2017-23
    • Graph 5: ocean cruise history in the last five years, by generation, 2019-23
    • Graph 6: ocean cruise intent in the next 12 months, by generation, 2023
    • Graph 7: ocean cruise interest in the next 12 months, by generation, 2021-23
    • Graph 8: attitudes toward vacation types, by generation, 2023
    • Graph 9: ocean cruising in the last five years, by race and Hispanic origin, 2019-23
    • Graph 10: ocean cruise intent in the next 12 months, by race and Hispanic origin, 2023
    • Graph 11: ocean cruise interest in the next 12 months, by race and Hispanic origin, 2021-23
    • Graph 12: attitudes toward vacation types, by race and Hispanic origin, 2023
    • Graph 13: ocean cruising in the last five years, by HHI, 2017-23
    • Graph 14: ocean cruise intent in the next 12 months, by HHI, 2023
    • Graph 15: ocean cruise interest in the next 12 months, by HHI, 2021-23
    • River cruising and intent
    • Graph 16: river cruising history, 2017-23
    • Graph 17: river cruising intent, 2021-23
    • Graph 18: river cruising in the last five years, by generation, 2021-23
    • Graph 19: river cruise intent in the next 12 months, by generation, 2023
    • Graph 20: river cruise interest, by generation, 2021-23
    • Graph 21: cruise vacation choice factors, by HHI, 2023
    • Graph 22: attitudes toward sustainability and cruising – any agree, by generation, 2023
    • Graph 23: river cruising history, by race and Hispanic origin, 2023
    • Graph 24: river cruise interest in the next 12 months, by race and Hispanic origin, 2021-23
    • Graph 25: river cruise intent in the next 12 months, by race and Hispanic origin, 2023
    • Graph 26: river cruising history, by HHI, 2019-23
    • Graph 27: river cruise interest in the next 12 months, by HHI, 2021-23
    • Graph 28: attitudes toward sustainability, by HHI, 2023
    • Cruise vacation choice factors and satisfaction
    • Graph 29: cruise satisfaction, by cruise type, 2023
    • Graph 30: cruise vacation choice factors, 2023
    • Graph 31: cruise vacation choice factors, by generation, 2023
    • Graph 32: attitudes toward cruise booking, by generation, 2023
    • Graph 33: satisfaction with cruise aspects, by cruise type, 2023
    • Graph 34: satisfaction with cruise price, by ocean and river cruisers who plan to cruise in the next 12 months, 2023
    • Graph 35: cruise vacation choice factors, by cruise segment, 2023
    • Desired cruise types
    • Graph 36: desired cruise types, 2023
    • Graph 37: desired cruise types, by cruise segment, 2023
    • Graph 38: desired cruise types, by age of children in household, 2023
    • Graph 39: expedition cruise appeal, by area, 2023
    • Graph 40: desired cruise types, by generation, 2023
    • Graph 41: attitudes toward cruise-like experiences, by generation and by HHI, 2023
    • Barriers to cruising
    • Graph 42: barriers to cruising, 2021-23
    • Graph 43: attitudes toward cruise information, by cruise segment, 2023
    • Graph 44: barriers to cruising, by generation, 2023
    • Graph 45: barriers to cruising, by race and Hispanic origin, 2023
  3. Competitive Strategies

    • Launch activity and innovation
    • Graph 46: attitudes toward sustainability and cruising, 2023
    • Strategies and opportunities
    • Marketing and advertising
    • Graph 47: advertising spend share and impression share, mainstream cruise lines, 2022-23
  4. The Market

    • Market context
    • Market drivers
    • Graph 48: Consumer Price Index change from previous period, 2020-2023
    • Market size and forecast
    • Market share/brand share
    • Graph 49: cruise passenger volume, by source market, 2019-22
  5. Appendix

About the report

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.

Market

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Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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