34m Americans plan to take cruises

Almost 34 million Americans plan to take a cruise in the next three years, according to a new Cruise Lines International Association (CLIA) study.

The biannual survey, first conducted in 1986, identifies American consumer demographics, attitudes and intentions about cruising.

It found that growing numbers of Americans see the value and convenience of cruises.

“This year’s findings reinforce previous studies in painting a picture of a healthy, in-demand cruise industry fueled by vacationers with broader travel interests than non-cruisers and whose satisfaction with cruising is based on perceived and realized value,” CLIA said.

The study also shows that travel agents, who sell the great majority of cruises, remain a vital part of the industry and are perceived by travellers as providing the best service in vacation and cruise planning.

“Given the current economic climate, we are particularly pleased to see that American cruisers remain bullish on the industry,” said Terry Dale, CLIA’s president and CEO.

Among the key findings of CLIA’s 2008 Cruise Market Profile Study:

• Consumer interest in cruising continues to be strong despite downward pressure on travel in general due to the economy and fuel costs; 77% of past cruise vacationers and 55% of holidaymakers who have yet to take a cruise expressed interest in doing so within the next three years.

• 94.8% of all cruisers rate their cruise experience as satisfying with 44% claiming the highest “extremely satisfying” ranking making a cruise among the very best in meeting and exceeding guest expectations.

• The general profile of the 2008 cruiser is upscale (with a median household income of $93,000), educated (69% have a college degree) and the median age of cruisers is now 46 years old, down from 49 in 2006, which shows that cruise vacations continue to appeal to younger travellers.

• US travellers most frequently name the Caribbean as their cruise destination of choice (43%) with Alaska, Bahamas, Hawaii, Europe and the Mediterranean/Greek islands also top choices.

• Cruise holidaymakers agree (80%) that a cruise is a great way to sample destinations that they may wish to visit on a future land-based vacation.

• The cruise line utilisation and the consumer awareness of more than 30 US domestic embarkation ports adds strong inducement to future cruising: 72% cite additional “close to home” ports as increasing their likelihood to cruise.  

• Both past cruisers (69%) and cruise prospects (56%) recognize a cruise vacation as providing very high value for the vacation dollar. Those who have experienced the inclusive nature and service of a cruise vacation rank cruising as the best vacation value.

• Travellers, including cruisers, consider destination as the most influential aspect of choosing a vacation.

by David Wilkening