UK a 'key priority' for expedition cruise operators as sales lag behind other markets
Ilaria Grasso MacolaA majority of Expedition Cruise Network (ECN) members say UK market growth is a "key priority" for them in 2024 after new ECN booking data revealed members’ UK market growth was stalling versus international markets.
All 12 respondents to a half-year poll by the ECN said UK market growth was a key priority in 2024, with a third (33.3%) of respondents revealing their UK market had seen either “less” (25%) or “significantly less” (8.33%) growth compared with their international markets.
By comparison, only a quarter (25%) of respondents said they had experienced "more" (8.3%) or "significantly more" (16.7%) growth from their UK market versus the international market. Around four in 10 respondents (41.7%) said their UK market had seen the same growth as other markets.
The review also revealed an increase in group requests and an uptick in trip lengths, as well as stronger demand for activity programmes and luxury experiences in the three months to 31 March. In terms of destinations, ECN members highlights strong interest in cruises to Iceland, Scotland, Melanesia and the Galapagos.
Demand for polar regions, meanwhile, appears to be on the up, with nearly a fifth of respondents telling the ECN this demand had "increased significantly" (18.2%) while nearly half (45.5%) said it had increased "somewhat".
Elsewhere, more than nine in 10 respondents (91.7%) said clients had reported concerns about climate change and the environment, with 16.7% saying their customers had become more worried about sustainability.
"We are keen to progress and support our members and the trade that sells the products in the most sustainable way,” said ECN chair and co-founder Martin Johnson.
The review follows a series of ECN initiatives to support its members, including two roadshows, new training bootcamps and the launch of an Antarctica selling guide. It will host a dedicated conference later this year.
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