CLIA has released a report examining the attitudes, behaviours and travel preferences of cruisers and non-cruisers.
The 2017 Cruise Travel Report delves into a variety of topics ranging from travel planning and the use of agents to vacation companions and destination preferences. A key highlight of the study defines a new "cruise generation," outlining the growing number of Millennials and Generation Y travellers choosing cruise travel.
"The cruise industry is growing at an incredible pace and on a global scale. For that reason, it is critical to continue to conduct research to gain the best understanding of the attitudes and behaviours around travel as a whole and particularly around cruise travel," said Cindy D'Aoust, president and CEO, CLIA.
"While there is a wealth of findings in the 2017 Cruise Travel Report, one that stands out is that cruise industry has been successful in engaging younger generations."
CLIA says the research reveals that Millennials and Gen Y members view cruise travel as the best type of vacation compared to land-based vacations, all-inclusive resorts, tours, vacation house rentals, and camping. It reports that 90% of those generations who have experienced cruise travel say they will continue to cruise.
Additional findings from the report include:
Why They Go - Four out of ten (42%) of both cruisers and non-cruisers agree that they go on vacation to see or do new things, while many others (33%) aim to relax and disconnect from daily stressors. Nearly all (88%) of cruisers say cruises are better for total relaxation than land-based vacations.
Diversity at Sea - Contrary to common perceptions, according to the study sample, people who take cruises are younger than those who take land-based vacations – and more diverse. 75% of cruisers are White/Caucasian compared to 84% of people who take land-based vacations. African Americans represent 11% of cruisers, versus 6% of non-cruisers
Longer Window -The vast majority of cruisers plan a trip between 4 and 18 months prior to departure, as opposed to half of non-cruisers who book land-based vacations less than three months before. Cruisers also dive deep into planning, relying on numerous sources of information, including travel agents, multiple websites, word of mouth, travel guides and magazines, social media and various travel apps.
Kid-Friendly - Families looking to travel together often look to the water for a vacation with 46% bringing children along, compared to 29% of land-based travellers. The typical cruise travel group has an average of more than two children and 42% of cruise parties have children under the age of 18.
Destination-Driven -In terms of vacation choices, the vast majority of both cruisers (68%) and non-cruisers (56%) identify the vacation destination as the most important factor. This is followed closely by cost and value, with more non-cruisers (37%) citing it as the second most important factor versus cruisers (24%).
Making Plans - When it comes to planning vacations, most report the planning is typically left to themselves and their spouses/partners. When children, other family members, and/or travel agents participate in the vacation planning process, the likeliness to take a cruise over a land-based getaway increases. When parents include children over the age of 18 in travel decisions, travelers report it has a positive impact on overall cruise enjoyment.
Agent Allegiance -Travel agents play a vital role in cruise vacation planning with 82% of cruisers stating they tend to work with a travel agent when booking a cruise compared to 40% of non-cruisers.
Cruise Loyalty -Across all generations an overwhelming number of those who cruise are loyal to cruise travel. More than six out of ten (63%) of Generation Y/Millennial cruisers will definitely take another cruise, almost seven out of ten(69%) of Generation X cruisers will take a repeat cruise, and halfof Boomers say they will go on to take another cruise trip.
A Matter of Time - It may only be a matter of time before non-cruisers try out a cruise. When asked about the best type of vacation a substantial number (13%) of non-cruisers named an ocean cruise as their vacation of choice.