According to the Cruise Line Industry Association (CLIA), the most popular destinations for cruises this year will be Alaska, Europe and the Caribbean. Up to 16 million people will take cruises in 2011, CLIA says, which would mean an increase of 6.6% over 2010.
Preliminary indications from IPK International’s World Travel Monitor, presented by President & CEO Rolf Freitag at ITB yesterday (to a room packed with about 500 people!) suggests that demand for cruises grew more strongly than for any other segment last year.
Demand has been sustained in part because of the continuing launch of exciting new ships, stimulating demand from new international markets. In addition, CLIA points to new destinations coming on stream and new types of cruise package.
The USA and Canada account for around 75% of total cruise passenger numbers, with the 25% international led by Europe and Asia Pacific. Europe is seen as a strong growth market, but CLIA’s members are also looking to new markets in China, Brazil and Russia. In addition, a very positive trend is the increase in group and family bookings.
Other trends reported by the cruise lines include the globalisation of itineraries, including shorter cruises in Europe and elsewhere; increased choice in dining experiences, with more specialty restaurants, guests chefs and local sourcing of food; the continued evolution of onboard spas, including top-branded spa partners; and a focus on personalised cruise experiences, both onboard and on shore, with private or exclusive shore excursions, activities targeting specific demographics, including families, children, sports, active vacationers and special interest itineraries and programmes. Passengers are also reportedly showing growing interest in theme cruises, particularly food and wine, music, culture and art.
