The perception of cruise holidays as a value-for-money option is on the rise, according to recent survey data.
Despite historical concerns about cost, many are now seeing cruising as a worthwhile investment.
The latest ‘From Shore to Ship’ survey by MMGY Travel Intelligence highlights a shift in consumer perception of cruises. Among the 2,000 potential cruise holidaymakers surveyed, many now regard cruises as offering substantial value. Previously, 67% of participants felt cruises lacked value for money due to additional costs. However, only 38% currently echo this sentiment, reflecting a positive trend in perceived value.
Cost continues to be a notable barrier, yet 36% now believe cruises offer value, as opposed to previous numbers. Offers and promotions are seen as pivotal in drawing interest from potential customers. According to Cees Bosselaar, managing director at MMGY Travel Intelligence, attractive pricing could turn undecided individuals into committed cruise-goers.
Bosselaar believes that while not everyone can afford a cruise, more people are considering it than before. This demonstrates the potential impact of well-strategised pricing and promotional efforts.
James Clarke, General Manager at Travelzoo UK, notes that while discounting doesn’t necessarily equate to better value, cruises are increasingly being compared to land-based holidays.
He emphasises that consumers evaluate cruises against hotels in terms of value offered. Promoting ex-UK cruising as a convenient alternative presents substantial opportunity for the industry.
Clia UK & Ireland’s managing director, Andy Harmer, states the cruise industry is effectively conveying its value proposition to consumers.
He asserts that efforts to communicate the benefits are resonating with potential cruisers, indicating effective marketing strategies.
The survey reveals that the destination remains a crucial factor in attracting newcomers, alongside growing awareness of sustainability in travel choices.
Despite increased value perception, cruises are not predominantly viewed as family-oriented holidays.
Only 31% of ‘top prospects’ view cruises as family-friendly, identifying a gap in the market.
Bosselaar highlights an opportunity for cruise lines to appeal to the family segment, noting that many potential customers have children.
Young adults show a surprisingly strong interest in cruising, according to the survey results.
This demographic’s interest aligns with the growing trend of considering sustainability in travel planning.
Prospective cruisers place high importance on destinations and sustainable travel options.
The evolving perception highlights a promising future for the cruise industry, with value-driven strategies proving effective.
While barriers remain, the potential for attracting new demographics, such as families and young adults, is notable.
