The CLIA Spain column
By Alfredo Serrano
Managing Director CLIA Spain
Article from CruisesNews magazine no. 66 – September 2023
The profile of the cruise tourist: debunking myths
A casual conversation is enough to reveal some of the images that still dominate the collective imagination. It's not uncommon to hear people suggesting that this is a vacation option for older people with high purchasing power, visiting highly sought-after destinations. As we know, the reality is quite different, and there are almost as many solutions as there are people.
Indeed, one of the many challenges we face is related to changing these perceptions. Achieving this requires communication (and outreach). It will also help if more and more travelers experience this wonderful, largely unknown, adventure firsthand.
But what are the current trends? Where are we headed? The latest edition of the State of the Cruise Industry report published by CLIA reflects on these questions, painting a profile of today's cruise passenger. Below, I will present several of the ideas gathered in this document:
• The future is linked to Generation X and Millennials: in both cases, there is a great appetite for taking a cruise (over 70%*), both among those who have already tried it and those who have not.
• Shorter and longer itineraries: While the average remains at seven days, cruise lines are enriching their portfolios with offerings that combine shorter and longer durations. This helps attract new customers as well as repeat visitors.
• More options for solo cruise travel: the evolution of society is leading companies to increase the number of cabins intended for tourists who travel alone.
• A multigenerational journey: 73% of guests* enjoy their cruise with family members from at least two generations. Onboard, there are so many spaces and such a wide variety of activities that generally all travelers – regardless of age – can find something to suit their preferences.
• Greater environmental awareness: On the one hand, 50% of current and potential cruise tourists* acknowledge that they are committed to making decisions based on their environmental impact. On the other hand, cruise lines are providing more sustainable experiences in every respect.
• A search for more immersive experiences: cruise lines are offering increasingly longer port calls and overnight stays, allowing tourists to immerse themselves even more deeply in the local culture in all its facets. At the same time, there is a growing interest in expedition cruises, where passengers can experience unforgettable moments in remote locations.
In an industry as young, innovative, and cross-cutting as ours, the potential to revolutionize tourism is limitless. Let's communicate more effectively to highlight the true reality, dispel myths, and embrace sustainability to continue moving forward and building; generating opportunities and bringing this incredible way of experiencing other cultures to a wider audience. Because once you try it, you'll want to come back for more.
*Source: CLIA Cruise Traveler Sentiment, Perception, and Intent Survey (March 2023).
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