Research Briefing | Apr 9, 2024

High satisfaction generates loyalty in the cruise industry, but experiences vary across segments and destinations

Tourism Economics’ latest cruise industry research briefing based on research among active cruisers identified strong underlying satisfaction with cruise experiences globally as nearly 90% rated their last cruise as good or very good.

What you will learn:

  • There were slightly lower levels of satisfaction among those aged 55 years or above, which highlights the need for targeted strategies to drive up satisfaction among this important target audience for the cruise industry.
  • Reflecting high satisfaction overall, customers demonstrated a strong propensity to cruise in the future. Younger audiences showed the highest appetite to undertake a future cruise which presents new opportunities for the industry.
  • Visiting destinations is an important aspect of the cruise experience. However, financial constraints are a barrier to destination engagement. Perceptions regarding the industry’s impact on the environment are also acting as a barrier, especially among younger audiences.

This report delves into research conducted in Q4 2023 across five key cruise markets, all indicating strong cruise demand. Our comprehensive market intelligence aims to equip the travel industry with insights into the significant growth potential in the cruise industry.

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