Desktop (provider)
26.0%
In-person agents
20.7%
First-timers via agents
22.9%
Specialist cruise websites
29.0%
Research Findings
Booking Channels
Research Sources
Key Insights
Digital channels dominate booking overall, but the travel agent remains a powerful channel — especially for first-time cruisers. Desktop booking via provider websites leads at 26.0%, followed closely by in-person travel agents at 20.7%. Among new-to-cruise respondents specifically, the agent channel rises to 22.9% — compared to 18.7% among experienced cruisers, who are more likely to book direct. Mobile and app channels together account for 38.1% of bookings, indicating that mobile research is common but desktop conversion remains the norm.
In terms of research, in-person travel agents are the most frequently cited source at 27.1%, followed by specialist cruise websites (29.0%) and newspapers and media (19.2%). Word-of-mouth — through friends and family — is cited by 30.1%. TikTok and Instagram also feature, confirming that social video plays a role in early-stage cruise discovery across all age groups.
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