Agents account for 82% of UK cruise sales – PSA

More than 80% of the 1.2 million Britons who took an ocean cruise last year booked through a travel agent.

The Passenger Shipping Association’s annual cruise statistics released today show that last year’s level of passengers was up 12% on 2005.

“As the cruise industry grows, travel agents continue to be the cruise lines’ key sales partners – producing 82% of UK cruise bookings in 2006,” the PSA said.

The number of UK cruise passengers is forecast to grow to two million by 2010.

The average price paid for a 2006 cruise was £1,314 – a 5% increase on 2005’s £1,253 – but the real cost per day of a cruise holiday actually fell slightly in 2006, according to the association 

Summer cruises cost an average of £1,229 – £38 (3%) less than in 2005 with the higher average overall 2006 price being due to people booking longer, mainly winter cruises. 

Over the year, cruise lines sold 19% more cruise nights while increasing revenue by 16% to £1.55 billion. 

On a per-day basis, cruises cost 1.5% less: £130 in 2006 compared with £132 in 2005. 

Research by the trade body found that the most important factors for an enjoyable cruise are good food and drink (35%) followed by the itinerary (27%), standards of accommodation, and then value for money and price. 

Good private and public facilities are also important, as is the range and quality of entertainment available on board.  

The research also found that while 11% of those questioned have been on a cruise in the last five years, 33% are considering a cruise in the next five years.

Cruises taken from a UK port increased by 12% last year to more than 450,000 and is forecast to grow further in 2008 when more ships will be offering ex-UK itineraries. Meanwhile, the fly-cruise market increased by 13% last year to 753,000.

Sales of ultra-luxury cruises remained at almost 20,000 in 2006 – a 1.6% share of the UK market.

The Mediterranean was by far the most popular overall cruise destination, accounting for around 38% of the 1.2 million cruises booked.

As the trend for short duration cruises (2-7 days) from UK ports grows – attracting first-time passengers, groups/parties – so the numbers travelling to the Med will grow significantly, the PSA predicted.

The Caribbean was the second most popular destination, with 17% of the market. 

PSA director Bill Gibbons said: “The numbers of UK travellers opting to cruise has continued to grow in 2006 and the PSA is confidently predicting 8% market growth in 2007 with 1.3m UK passengers taking an ocean cruise and a 15% growth to 1.5m in 2008.

“One of the main factors in the industry’s ever-increasing share of the UK holiday market is the surge in the number of ships being dedicated mainly to the UK market, offering cruise from UK ports and popular fly-cruise itineraries.

“There is an ever growing range of cruise products available on the market – reflected in the increasing PSA membership – boosted to 39 brands by five new members – offering something to suit everyone, varying in size (from 49 passengers to almost 4,400 passengers) and itineraries, from polar bear tracking and adventure cruises to simply relaxing and unwinding with state of the art on-board facilities such as gyms, spas, garden villas, surfing pools, ice skating rinks, bowling alleys, and first class dining.

“This product innovation has been key to the growth of the industry, a trend we predict to continue with an expected two million UK cruisers by 2010.”

by Phil Davies