The Big Question: Can cruise sail ahead of land-based breaks?
Will PayneCruise has long been on the verge of a mainstream breakthrough, so is the sector ready to become the UK’s favourite holiday?
At TTG, we believe in encouraging high-quality debate and discussion to drive progress. While cruise’s rapid growth was undoubtedly set back by the pandemic, the sector is once again riding the crest of a wave in terms of interest, popularity – and ambition.
“Our business is firing on all cylinders!” said Jason Liberty, Royal Caribbean Group president and chief executive, earlier this summer, praising agents for their contribution. Liberty added: “We have also made positive strides to narrowing the gap to land-based vacations.”
Cruising has traded strongly off its value proposition, and allows guests to visit a wide variety of destinations during a single trip, whereas land-based holidays permit tourists to spend an extended period of time in a specific place and get under the skin of their chosen destination.
Journeys by air may have overtaken journeys by sea all the way back in 1960, but could the modern cruise holiday ever actually overtake land-based holidays as the UK’s favourite?
What do you think? Join in the debate in the comments section below, or email feedback@ttgmedia.com. Alternatively, head to one of TTG’s social media channels to get involved.
'We've seen consistent year-on-year growth'
I said at the start of the year that 2023 would be the year of the cruise holiday and, so far, that’s absolutely been the case. We’ve seen consistent year-on-year growth in customer numbers since 2020, with the Mediterranean, northern Europe and the Caribbean leading the way as our most popular destinations.
Customer interest in the so-called “seacations” we saw during Covid has endured too. Following the dedicated programmes of domestic itineraries that were put in place in 2020 and 2021, holidaymakers continue to sail around the British Isles at higher levels than we’ve ever seen as people realise the benefits of getaways at sea compared with land-based trips.
There are three notable findings from this year. Firstly, the number of new-to- cruise clients has more than doubled compared with last year. While only 4% of people were first-time cruisers in 2022, we’re seeing around 9% take their first holiday at sea this year. For context, the figure was 4% in 2019.
Secondly, as the boom in solo holidays continues, a major customer survey we conducted revealed more than two-thirds of respondents would choose a cruise over a land-based holiday for a solo trip. Again, cruises lend themselves to single travellers with everything offered on and off the ships, and it’s encouraging to see that being realised in the number of people happy to holiday on their own.
Thirdly, we’re still seeing an uplift in demand for “cruise and stay” breaks, with North American holidays the most popular. Clients can opt to make the most of sailings to the likes of the Caribbean, Alaska and the US west and east coasts, with extended stays in destinations like Florida, Seattle, California and New York.
Overall, we’re delighted to see demand for cruise continue to increase, not least because we’re confident a holiday at sea can’t be beaten on value for money. And the best part is that there is a sailing to suit everyone – from thrill-seeking families to adventurous solo travellers and to couples looking for a relaxing break.
Tony Andrews is managing director of cruise.co.uk.
'Cruise is a major draw, but other sectors are growing'
I’m sceptical about cruise’s prospects of becoming the UK’s favourite holiday. It is a major draw, and always will be, but other sectors are growing too.
We’re finding new clients are giving cruising a go, but not all of them are wowed by life on the high seas. From my personal experience, I would say at least 60% new-to-cruise clients are looking to give it another try. We are also finding regular river cruisers are dipping their toes into ocean cruising, and vice versa.
Also, some ardent cruisers looking for new territories to explore are increasingly open to taking touring holidays they wouldn’t previously have considered to enable them to explore areas a ship can’t take them. This pattern of crossovers is appearing strongly within our database.
Another consideration is that, following Covid, we’re seeing two types of client emerge. There are those that want to travel and cram in as many trips as possible to all corners of the globe, while others now want to holiday closer to home.
We are seeing regular clients who perhaps took one or two holidays or cruises pre-pandemic now taking four or five. This could just be them catching up on the holidays they have missed out on, but we’re rather hoping it is going to be an ongoing trend.
Some cruises, when compared to staying in a resort hotel, are now cheaper, and this factor often attracts some new-to-cruise clients. We still have cruise clients opting for an inside cabin to keep the cost down.
On the other hand, there are those – many of whom are regular cruisers – that have opted to upgrade looking for more comfort, space and luxury, and for whom price is no longer a major consideration when booking.
There is undoubtedly a cruise to suit everyone out there, they just need to be on the right ship to suit their personal lifestyle. But there’s also always the right land-based holiday too.
Marion Owen is owner/proprietor of Marion Owen Travel.
'The ships have evolved to become destinations'
We’ve experienced incredible demand for cruising over the past 12 months, and have seen another step change in booking volumes and pricing. At Royal Caribbean, this led to a record-breaking and extended wave season, translating into robust bookings and driving higher load factors and prices.
The diversity of the sector has been one of the many factors encouraging this growth. Travellers have a wider range of options on the market so they can choose an itinerary, and a cruise line, aligned to their needs, whether they’re sailing as a couple, family or extended group.
For Royal Caribbean Group, the proportion of guests who were either new-to-brand or new-to-cruise has surpassed 2019 levels. Consumers are continuing to prioritise experiences and discover the unique offerings available onboard. This isn’t a big surprise, as we’re aware of the value a cruise holiday brings guests over a land-based trip.
For example, on Royal Caribbean, a standard ticket includes access to world-class entertainment, an award-winning kids’ club, Adventure Ocean, a wide culinary offering and a plethora of onboard activities.
Over the past few years, cruise ships have evolved to become destinations in themselves, and holidaymakers in the UK are beginning to embrace cruise holidays for the complete package they provide. Guests can visit a variety of beautiful places around the world where the transport in-between becomes an exciting part of the holiday experience.
We recently conducted a survey in the UK which found 25% of respondents wanted to visit multiple destinations in just one trip. At Royal Caribbean, we offer itineraries to 240 destinations in 61 countries across six continents, so there truly is something for everyone.
The convenience takes the worry out of travel and the range of entertainment onboard means the whole family can enjoy every second of their holiday.
Ben Bouldin is vice-president EMEA of Royal Caribbean International.
'Cruising is on more people's radars than ever'
Cruising continues to thrive, with the sector showing year-on-year growth since 2020. Riviera Travel’s 2024 river cruise programme is currently trading 22% ahead of the previous year, and our festive river cruises – which we only put on sale in August – have already seen a huge uplift in early demand.
The great value for money offered by cruising really resonates with clients. In this financial climate, potential guests are looking for holidays that provide comprehensive inclusions, ensuring transparency in costs. It means cruising is on the radar for more people than ever.
At Riviera, we’re seeing river cruising in Europe attract huge numbers of new-to-cruise guests, with many clients moving from ocean travel to river. Newcomers for the 2023 season have increased by 31% versus 2022, with cruises in Portugal and Germany proving particularly popular. Our tall-ship ocean offering is also a big-hitter with guests who haven’t considered a cruise holiday before.
Once onboard, the service offering across the cruise industry is outstanding. We monitor guest feedback at Riviera, and we know service plays an crucial part in holiday enjoyment. We’re finding once newcomers have sailed with us, they want to come back time and time again.
There aren’t many holidays that allow guests to explore multiple bucket-list destinations within the comfort of some of the best accommodation on offer, with industry-leading customer service.
Riviera’s ships are some of the most spacious and luxurious cruising European waters. With expert-led tours and visits, return flights or rail travel, plus dining all included in the upfront price, we’re not surprised cruising is becoming one of the most popular holiday options – you’d be hard-pressed to find a more relaxed holiday at such unbeatable value.
Stuart Milan is channel director at Riviera Travel.
'The rebound in cruising has been extraordinary'
Just three years ago, the cruise industry was laid up with huge uncertainty about its future. There were zero guests onboard and despite the industry's own confidence, there were real doubts about when cruising would return and how big the challenge would be to attract guests back onboard.
Fast forward three years and Clia has announced that 31.5 million guests worldwide are set to step onboard a cruise ship in 2023 – a record year for cruise. The rebound in cruising has been extraordinary. I think we’re all a little surprised at the speed of it, despite all our knowledge of and passion for this industry.
It is now on course to become the UK’s favourite holiday for many reasons, with the value of a cruise holiday now shining through. Guests are attracted by how much is included from the wonderful food to the world-class entertainment, and from the host of activities with unique experiences you can only get at sea to seeing different parts of the world every day.
When compared with land experiences, particularly with prices increasing for land holiday favourites, more people than ever before are choosing cruise.
There are so many different types of cruise experience so it has become a holiday for everyone – many will never set foot on a mega ship, but we’re working with guests to showcase the full range from river to yachts to boutique to expedition cruises. What the largest ships do have is a range of activities for multi-generational groups so everyone can have a holiday that works for them, and this makes the proposition unique.
If cruising can continue to demystify some of the terminology, simplify some of the complicated packages, keep working on those misconceptions which still exist, and increase the number of rooms for larger families and solo cruisers, then there’s no reason for someone to holiday in any other way and the industry will continue to grow. Challenge accepted. Exciting times ahead.
Robert O’Grady and Jonathan Howitt are co-founders The Cruise Room.
The Big Question by TTG
The Big Question is a monthly feature from TTG taking on some of the burning issues facing travel through expert commentary, insight and debate. While it's not designed to be adversarial, it won't flinch from placing a spotlight on some often uncomfortable topics travel – like it or not – will one day have to reckon with.
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- Has the pandemic changed peaks for ever?
- Is it finally time to turn APD into an environmental tax?
- Does all-inclusive value come at too high a price for the planet?
- Can cruise sail ahead of land-based breaks?
- Should travel companies still be selling captive animal attractions?
- Can aviation do more to help disabled travellers?
- Is there a future for private jets in travel?
- Should agents start charging for their time?
- Is it finally time to reform the Atol scheme?
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