Barriers & Opportunities

Among the 350 respondents who have never been on a cruise but say they are open to one, cost is the clearest and most prevalent concern. Nearly half (47.4%) say cruising is too expensive — a finding that likely reflects both genuine price sensitivity and a perception that cruise holidays are priced beyond their budget category. Time constraints (24.0%) and perceived inflexibility (20.0%) are the next most cited barriers, followed by concerns about additional onboard costs (12.3%) — the infamous 'nickel-and-diming' effect. Sea sickness and crowding are less frequently cited, suggesting these are secondary concerns that can be addressed with the right product messaging.

The opportunity for cruise brands lies in repositioning the value proposition — and the data on what attracts people to cruise actually provides the answer. The top three stated attractions are visiting multiple destinations in a single trip (68.1%), food and drink (60.4%), and relaxing at sea (55.1%). These are all experiences that cruise delivers at a comparative value advantage to equivalent land-based multi-destination holidays. Brands that lead with the experiential value — and clearly communicate what is included in the headline price — are best placed to convert the large pool of cost-conscious, interested-but-hesitant first-timers identified in this research.