Expedition cruising presents vast untapped opportunities for agents and operators, says ECN
Ilaria Grasso MacolaThe expedition cruise sector has grown substantially over the past 12 months, with more and more agents increasing the share of their business coming from expedition cruising.
However, the Expedition Cruise Network (ECN) believes there is still room for further growth in the UK market, and for members to grow their share of trade business, with the sector potentially on the cusp of a breakthrough year.
New data published by the ECN on Friday (8 December) in its 2023/24 insights report reveals 98% of agents saw their expedition cruise business either grow (33%) or stay the same (65%) over the past year.
The sample of 160 agents was drawn from both ECN agent members and non-agent members who have engaged with the group. Meanwhile, seven in 10 of the 17 ECN tour operator members polled said their businesses grew this year, with none reporting any contraction.
However, only a third of ECN operator members generate more than 20% of their business from agents in the UK. "There is still growth in this market," said ECN chief executive Akvile Marozaite.
"Travel trade professionals need to think expedition cruise when it comes to capitalising on the continuing demand for personalised, small-group, exclusive, experimental travel experiences."
So against this backdrop, will 2024 be the year expedition cruise cracks the trade, and vice verse, or is there work yet to be done?
What are the challenges?
According to the ECN data, the biggest issues preventing agents from selling more expedition cruise product are finding the right customers (61%), lacking first-hand experience (58%) and lacking product knowledge (33%).
This landscape is reflected in figures from ECN’s survey of operator members; 59% said they believe agents lack company brand awareness, while more than a third (35%) said they believe there is a lack of knowledge among agents when it comes to expedition cruise destinations.
Agents’ key ask of ECN operator members is a focus on providing face-to-face help in the form of fam trips and ship visits instead of relying on digital resources.
One in four agents also said operators weren’t doing enough to differentiate their products; the agents said it would be helpful if operators were to identify the unique selling point for each of their products. They also sought more social media market tools and general training.
Factoring in sustainability
Sustainability is set to play an increasingly significant role in how expedition cruising product is operated and sold over the coming years, with 71% of agent respondents stating operators need to reduce the impact on the environment of their operations.
However, while more than four in five (83%) ECN operator members have a sustainability charter, with 71% of them measuring their greenhouse impact, only 41% publicly disclose their emissions.
"As we have seen from our member survey, there is a gap between measuring carbon emissions and publicly reporting them,” Marozaite said. “In the coming year, public reporting will become increasingly important as we need to benchmark progress.”
Operator members have, though, made significant progress by reducing, and in some cases eliminating, single-use plastics, as well as launching conservation and sustainability initiatives.
What does the future look like?
The future of the expedition cruising sector will, according to the ECN, be guided by how it is regulated over the coming years, demographics changes and oversaturation.
Two-thirds (65%) of ECN operator members believe the market will be affected by overcapacity and oversaturation in the future, with the sector’s growing appeal likely to attract more traditional operators to try their hands.
Meanwhile, 47% of operator respondents believe destinations will become less accessible due to more stringent regulations, while 41% of are worried about increases in running costs.
In terms of destinations, 70% of ECN operator members said they expect demand for travel to Antarctica to grow the most in 2024, followed by journeys to Svalbard and the Canadian Arctic.
Agents, on the other hand, would like to see more itineraries come to market taking in destinations in Africa, the Indian Ocean and Latin America.
“With much of the world’s waters still uncharted, there are always new options for expedition cruise companies to explore,” Marozaite added
“Travel agents are keen to see more Africa, Asia and South America on itineraries, but destinations such as the Kimberleys in Australia, Papua New Guinea and West Africa are already there.”
Marozaite continued: “We are delighted to publish the Expedition Cruise Insights Report 2023/24, which gives travel trade professionals and operators insight into the current state of the sector and how we can overcome the challenges the industry faces together.
“Expedition Cruising is a key travel trend. The sector has experienced steep growth in both consumer demand and capacity over the past few years and in 2024 we will begin to see more mature growth with a pressing impetus on sustainability. But the future is bright. Many of our expedition cruise operator members are innovators in pioneering measures to protect the remote, fragile environments and local communities we all hold so dearly.
“We set up the Expedition Cruise Network this year following two years of the sector doubling in size and a rising demand from expedition cruise operators for an authentic, trustworthy, and authoritative voice in the sector. The inaugural insights report, combining information from voices across the sector, plays a key role in helping understand how to best promote expedition cruising as an incredible choice for travellers from around the world”.
Sign up for weekday travel news and analysis straight to your inbox
Ilaria Grasso Macola
Supplier Directory
Find contacts for 260+ travel suppliers. Type name, company or destination.
Recommended For You
Competitions
TTG Luxury Journey
Place of registration: England and Wales.
Company number 08723341.
Registered address: 6th Floor, 2 London Wall Place, London EC2Y 5AU
