A poll of 1,000 people carried out by cruise.co.uk found almost half (44%) of respondents describe destination as the "main factor" in their holiday decision-making process.
A quarter of respondents said the price tag was most influential, while a fifth indicated it was the cruise brand which swayed their choice. The specific ship and departure date were the lowest-ranking, with 5% of responses each.
The survey also revealed more than 50% of respondents had travelled on three or more cruise lines, and less than 20% stayed loyal to one brand, choosing instead to holiday based on destination and cost.
Tony Andrews, deputy managing director of cruise.co.uk, said: "Cruising is such a great way to see the world, so it’s easy to see why destination came up trumps in our survey.
"The ability to reach all corners of the globe from the comfort of a ship, combined with the value for money a holiday at sea offers, means we’re seeing customers coming back time and time again to discover new destinations or revisit firm favourites."
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