A recent survey highlights sustainability as a crucial consideration for first-time cruise travellers. The findings reveal a trend towards eco-friendly options, with many willing to invest more for sustainable experiences. Awareness of sustainable cruising benefits remains low, suggesting opportunities for education. Younger demographics show a strong inclination towards cruises. Adventure and activity-driven options are preferred by this group.
In a survey involving 2,000 UK consumers conducted by MMGY Travel Intelligence, in collaboration with Clia and Travelzoo, it was revealed that sustainability is emerging as a major factor for those considering a cruise for the first time. The data indicates that 72% of potential cruisers regard sustainability as a pivotal part of their booking decisions. Furthermore, 67% of this group expressed a willingness to pay a premium for cruises that emphasise sustainability, although Cees Bosselaar, managing director of MMGY Travel Intelligence, noted it as uncertain whether this translates into actual financial commitment.
Despite the promising inclination towards prioritising sustainability, the survey uncovered a general lack of knowledge regarding the components of sustainable cruising. Bosselaar pointed out that this gap presents an opportunity for the cruise industry to better communicate and educate prospective travellers about their sustainable practices.
Interestingly, the survey highlighted a robust interest among younger individuals, specifically those aged between 18 to 44 years, who are within the ‘top prospects’ for future cruising adventures. This demographic not only shows a high probability of embarking on their first cruise but also exhibits a particular enthusiasm for adventure and activity-centric experiences, as opposed to traditional historical and cultural voyages.
The findings present valuable insights for cruise lines to capitalise on the growing interest in sustainability and cater to the younger, more adventurous demographic.
