Vaccine breakthrough should trigger interest in cruise

A third (32%) of the UK population with an interest in cruise should start to be targeted by lines now that a vaccine for Covid-19 has been approved for use.

Those interested in holidays at sea had previously been waiting to travel only when a vaccine was available, according to a new study.

The UK Travel Intelligence Report, compiled by PR firm Lotus, reveals that propensity to cruise still exists as 33% of those who favour a cruise holiday plan to travel within Europe in the next 7-12 months and 32% outside of Europe once they have received the vaccine.

In a post-lockdown climate, a quarter of consumers continue to pursue their holiday plans over the next 12 months, according to the survey of 3,000 people.

Based on geographical regions, the study showed that 22% of people who live in the south-east of England are more likely to cruise, followed by 17% in the Midlands and 13% in the north-west.

Almost half (47%) of people who book cruise holidays said their travel budget in 2021 will be the same as in previous years despite the effects of the pandemic

However, travel offers will frequently determine bookings with 37% of those who cruise being tempted by deals.

According to the report, lines should target the converted cruise crowd via channels that “actively influence and inspire” their booking decisions, such as:

  • Friends – as brand ambassadors (48%)
  • Travel company websites (38%)
  • Travel TV shows (34%)
  • Print brochures (31%)
  • Online brochures (29%)
  • Facebook (17%), YouTube (13%), Instagram (8%), Twitter (4%), Snapchat (3%), TikTok (2%)

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