Abstract
With the holiday market experiencing its first downturn in demand for over a decade, short-haul cruising is bucking the trend by growing in market size. Trips departing from UK ports are finding favour with holidaymakers who want to see Europe and the Med without flying or having to change all their Pounds into Euros. All-inclusive packages, discounts, deals and the ability to use sterling on board are making the various short-haul cruise options attractive to an increasing number of consumers. In total, almost 1.5 million cruise holidays were taken in 2008, a 10% increase on 2007. For short-haul cruises this increase was even greater, at 20% year-on-year.
This report explores cruising and in particular the role in the market and impact of short-haul cruises. It looks at what operators are offering to make this holiday option so attractive in a declining market - considering new vessels, new itineraries, on-board entertainment, significant discounts and the savings available on package deals. It investigates “whether short-haul cruising can maintain its growth in uncertain economic times and how best it can raise the awareness of cruising as a holiday choice”.
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