Research Briefing | Mar 25, 2024

The important role of location and port appeal on cruise selection

Based on research conducted in Q4 2023 among active cruisers from five key markets, consumers demonstrated a strong preference to undertake cruises within their own global region.

What you will learn:

  • This was partly influenced by the popularity of more convenient roundtrip cruises compared with one-way cruises which require additional travel. The results highlight the importance of port accessibility for consumers when choosing cruises.
  • Port appeal is also a key driver in cruise selection as around two-thirds stayed overnight in the destination before or after the cruise. The desirability of the port is particularly important for younger audiences aged 18-34 as they spent the most time there.
  • Meanwhile, customers aged 55+ spent the least time in ports before or after the cruise but undertook the longest cruises. The results reveal interesting contrasts among demographic groups which highlights the need for cruise operator to understand their target markets.

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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