Cruise incidents haven't put customers off, research shows

Recent issues in the cruising industry haven't put customers off, as new research shows there are significant opportunities for travel agents to capitalise on cruise holidays.

Research by Amadeus revealed the media coverage of negative issues with cruises has had little impact on perceptions of cruises.

More than 40% of those polled said the coverage of incidents such as Costa Concordia and sporadic outbreaks of norovirus had not put them off cruising. A further 8% weren't aware of any media coverage of issues on cruise holidays.

Of the 2,000 UK adults surveyed, 8% said they may book a cruise holiday in the next 12 months.

The Caribbean was the dream destination for most when asked where they would most like to go on a cruise holiday from a set list. More than a fifth of people (21%) opted for the Caribbean, 15% said the South Pacific and Australia and 11% said the Mediterranean was their choice. A third of people asked said waking up in a new place almost every day attracting them to cruises

In addition, 32% of those polled said they would be tempted to go on a cruise holiday if they were of lower or comparable cost to an all-inclusive holiday. Four in ten people said they perceive cruises as too expensive and additional costs such as drinks and tipping were of concern to some.

Rob Sinclair-Barnes, director of marketing for Amadeus UK and Ireland, said: “These findings should make for very pleasing reading for the UK’s travel agents and cruise providers, as they show there are enormous opportunities to sell cruises in 2013 and beyond.

“However, there are still plenty of opportunities for cruise providers and sellers to communicate the various offerings more effectively: there’s still a perception that cruise holidays are for the older traveller, and that they’re expensive – despite sustained efforts by the industry to broaden its appeal to a younger clientele, where value for money is a key criteria."