The UK cruise industry has big hurdles to overcome if it is to start penetrating the 95% of holidaymakers who have never been on a ship-based break.
The message came from senior Norwegian Cruise Line executive Andy Stuart as the opening day of the UK Cruise Convention heard detailed research into consumer buying trends.
The data from Mail Newspapers gave what was described as a hugely polarised view of cruising with negative perceptions still rife in many people’s minds.
These included that cruising is only for the elderly, infirm or super-rich, with passengers herded about and having to dress formally.
A fear of hidden costs, charges, tips and “outrageous” fees for excursions was also raised together with concerns about picking up sickness and viruses when on board. People are also afraid of staying in a tiny cabin below the waterline.
“If seasickness doesn’t get you, then seas monsters, pirates and icebergs will do,” said A&N Media head of strategic insight Kate Scally while relaying the negative opinions of cruising based on a study of 10,000 people plus 170 who wrote in with their cruise experiences.
NCL global sales and passenger sales executive vice-president Stuart said that unlike the US, the study showed that there are still huge misconceptions in the UK about cruising.
“The hurdle that we still have to get past that it is only for the newly weds and nearly dead,” he said. “It’s coming but it’s a big hurdle.”
Voicing his frustration, Stuart added: “There’s an industry job to be done to overcome this. The product has a broad appeal and the value is second to none.”
On the positive side, the survey found that people who had taken cruises become huge advocates of the experience.
Unlike travelling by aircraft, cruise passengers feel they are treated as valued customers, an attribute Scally advised cruise lines to shout about.
Cruises were seen as a “perfect solution” to meeting today’s complex family holiday needs by being hassle-free and great value for money. Avoiding problems at airports was seen as another plus point.
Scally told senior agency and cruise company delegates at the Columbus Day on board Fred Olsen Cruise Lines’ Balmoral in Southampton that consumers want to see cruising as the modern way to travel and to enable them to re-connect with their spirit of adventure.
She added that the research showed demand for more themed and specialist cruises to help capture people’s imagination.
Scally told delegates that people are prepared to spend money on cruises despite the difficult economic situation and that agents play a powerful part in the process, particularly those that can add value.
“The booking itself is seen as part of the holiday experience,” she said. “Everyone likes a great deal but it’s not about being cheap but more on getting good value. They like special treatment, it makes them feel different”
Personal service and the human factor through trusted travel advisors are seen as important factors for first time cruisers as opposed to online booking which can lead to what Scally described as “DIY disaster”.
Referring to social media, Scally said it had come as a surprise to learn that people go online to share their experiences in a positive rather than a negative way.