Background
Cruising continues to capture the interest of travelers, offering a unique blend of exploration, convenience, and luxury. To help the travel industry better understand consumer attitudes and behaviors in the post-pandemic era, Olinger conducts an annual Travel Trends Report. In 2024, Olinger was able to highlight key findings surrounding cruising. This research aimed to provide actionable insights into how travelers perceive cruise vacations, their brand preferences, and the growing appeal of mega ships.
Objectives
Assess current consumer attitudes toward cruise vacations and future travel intentions.
Identify key cruise brands that resonate with different consumer segments.
Explore traveler preferences regarding ship size, destination, and onboard experiences.
Provide travel industry professionals with data-driven insights to enhance their marketing and operational strategies.
Research Approach & Methodology
Olinger employed its Live Well® Insights algorithm to gather data from a national survey of travelers, segmented into three groups: High Impact, Persuadable, and Functional consumers. The study examined various aspects of cruise preferences, from brand affinity to trip duration and cruise ship types. Additional travel-related behaviors, such as online research habits and the use of travel advisors, were also explored to understand broader travel trends.
Key Findings
Cruise Experience and Future Intentions:
- Cruise Participation: 29% of respondents have taken a cruise in the past three years, with High Impact consumers being the most engaged (47% compared to 27% for both Persuadable and Functional consumers).
- Future Travel Plans: 60% of all respondents are likely to take a cruise in the next two years, with High Impact consumers 22% more likely to book than other groups.
Top Cruise Brands:
The top cruise brands among respondents planning to cruise soon were:
- Norwegian Cruise Line – 58% of total respondents; 64% of High Impact consumers.
- Princess Cruises – 46% of total respondents; 52% of High Impact consumers.
- Disney Cruise Line – Particularly strong among High Impact travelers, with 70% interest.
- Viking Cruises – 40% of total respondents; higher interest among Persuadable and High Impact groups (46%).
Preferences in Cruise Type and Experience:
- Cruise Types: 51% of respondents preferred ocean cruises, while 18% favored worldwide trips.
- Trip Duration: The most popular cruise length was 6-8 nights, favored by 41% of respondents.
- Ship Size: Mid-to-large ships were the top choice, with 26% preferring large ships and 25% midsize ships.
- Atmosphere:57% of respondents strongly preferred adult-only cruises, while 20% sought family-centric options.
The Mega Ship Appeal:
Mega ships, like the Icon of the Seas, have generated significant buzz. When presented with the concept of the largest cruise ship ever built, 75% of respondents found it appealing, and 64% said it increased their likelihood of considering a cruise.
Broader Travel Trends Impacting the Cruise Industry:
- International Travel Preference: 77% of respondents stated they would prefer international destinations over domestic ones if costs were equal, with the highest inclination among Gen Z and Millennials.
- Research Habits: 65% of travelers spend 2-5 hours researching vacation options online, highlighting the importance of a strong digital presence for travel brands.
- Use of Travel Advisors: 65% of respondents have used a travel advisor in the past three years, with 59% planning to use one in the next two years.
Impact:
This internal study provides the cruise and broader travel industry with a wealth of insights into shifting consumer preferences. With a deeper understanding of traveler behaviors, brands can fine-tune their offerings and marketing strategies to meet the evolving demands of cruise travelers. The study highlights the increasing appeal of mega ships, the enduring popularity of key cruise lines, and the importance of providing detailed, accessible information for consumers who heavily research their travel options.
Olinger’s comprehensive analysis of the cruise industry reveals critical trends and opportunities for travel brands. As the cruise sector continues to evolve, these insights serve as a vital resource for brands looking to attract both new and returning cruise travelers.
For a deeper dive into the data and to explore additional strategies, download the Cruise Trends 2024 White Paper:
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