Cost is biggest barrier to cruising

The biggest barrier to cruising is cost, according to a new Mintel report.

Based on a survey of 2,000 UK adults, 61% of Brits who have never cruised before believe cruises are too expensive.

The research found 30% of non cruisers think cruises do not offer them enough flexibility to do their own thing and 23% said they were put off by the prospect of the ships being too crowded.

"Cruises carry a poor image when it comes to offering good value for money," said Marloes De Vries, Mintel travel analyst.

"Cruise brands that are interested in broadening their audience could combat the perception of being too expensive by highlighting budget options, by adding more variety in the look and feel of marketing materials, and by emphasising the added value of a cruise holiday.

"Operators should also consider offering different price tiers or removing products/services from the basic costs, something which is most likely to appeal to younger consumers."

The report said a cruise-and-stay holiday has great potential to introduce first-timers to cruise holidays, as 47% of those who have never taken a cruise before said they would consider combining a cruise holiday with a stay on land.

Despite all the reservations from the non-converted, Mintel’s report predicts the number of cruise holidays is forecast to grow faster than the total number of overseas holidays in the next five years.

Between 2018 and 2023, the number of sea cruise holidays taken by British and Irish travellers is forecast to grow at 22.5%, compared to a 14.8% rise in the number of overseas holidays.

This year the UK and Ireland sea cruise market is estimated to reach £3.2 billion, still a small proportion of the £32.1 billion total holiday spend.

Only one in four (26%) Brits have been on a cruise.

Mintel said growth is expected to be fuelled by an increasing number of cruise choices, modernisation of existing ships, and the large pool of people who are considering a cruise holiday.

"Consumers are becoming more open to experiencing things they have never done before. For many, a cruise holiday offers something different and special, which adds to the appeal, said De Vries.

"Given most potential cruisers have not experienced this type of holiday before, brands offering specialist knowledge and advice have a great opportunity to engage with this audience."

Mintel research reveals the young are most likely to be interested in taking a cruise

Some 38% of those who are interested in taking a sea cruise in the next five years are aged 16-34, while 34% are aged 35-54 and 28% are aged 55-plus.

"Cruises were once thought of as the preserve of retirees, but there’s now plenty of potential to tap into a younger generation of cruise goers," said De Vries.

"Some cruise lines have already introduced more activities to attract a younger audience such as rooftop BBQs and tattoo artists. The fact that younger people aged 16-34 expect far fewer products/services to be included in the price for a cruise holiday presents an opportunity to offer this group more flexible price tiers."