WTM 2013 Report Results – Analysis

UK cruise passengers

The World Travel Market has released its Industry Report for 2013 and there are some interesting cruise-related statistics in there, including results of a survey carried out into whether holidaymakers in the UK are interested in booking a cruise.

The survey asked a representative sample of 1,001 people from across the UK whether they’d ever been on a cruise holiday before, and whether they would be interested in cruising in the future. It’s worth pointing out that this sample only consisted of people who’d booked a holiday of seven nights or more within the last 12 months.

Much of the analysis of the survey has been on the large percentage of people who have not been on a cruise before, and would not like to. This is despite the increased advertising spend by cruise lines in the UK across TV, print and other forms of media.

But even though that’s at 32%, I think that’s a reasonable amount. The survey didn’t clarify why people wouldn’t want to go on a cruise so there could be all kinds of reasons – there are still stigmas over seasickness, despite the condition only affecting a handful of people and being completely treatable; people may be worried about the cost, if they’ve not been properly educated about how much a cruise actually includes; or maybe they’re simply those people who are stuck in their ways, who like a destination and will stick to it.

And of course the great news is that the largest percentage result in the survey was 39%, and that was people who’d never cruised before but wanted to try it. Surely this shows the advertising is working? You’ll never convince everyone to book a cruise, and getting around two-fifths of respondents interested in cruising who never have been before is a strong result.

Combine the percentages of people who’ve never cruised before but want to, with those who have cruised before and want to again (23%) and you’ve got 62%, which is almost two-thirds. Getting two-thirds of the population to like something, especially something that has a few false stigmas hanging over it, is impressive. I think we’ve got nothing to worry about. And as for those 32% – we’ll win them round.

I’d love to know something though. I’m assuming by reading this blog, you’re a fan of cruises. But what about your friends and family who aren’t – what reasons do they give? Let me know in the comments.

By Ian Lewis

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Jenni Fielding
Jenni has been working in the travel industry for over 10 years. She fell in love with cruising on her first-ever cruise, a Caribbean cruise on Allure of the Seas, during her honeymoon in 2013. Nowadays, Jenni enjoys cruising with her husband and two young children. Her favourite ships are family-friendly megaships which are packed with exciting facilities. She loves sea days and had been known to skip port visits to spend more time on the ship!

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