Long, bucket-list voyages may be popular with seasoned cruise-goers, but how are shorter sailings faring among new-to-cruise passengers? Jane Archer reports
Bigger, longer, grand voyages are certainly popular right now, as lines strive to meet demand from clients wishing to make up for lost holiday time at sea. AmaWaterways’ revolutionary seven-river journeys started this summer, while Holland America Line beefed up its Legendary (longer) Voyages for 2024-25, and added more opportunities for back-to-back cruises in Europe.
At the launch of new ship Vista in June, Frank Del Rio, the then outgoing president of Oceania Cruises, noted a growing demand for its grand voyages – a trend backed by Clia’s 2023 State of the Cruise Industry report, which found 43% of those questioned planned to book longer cruises. But it isn’t all about the longer cruise these days.
Iglu chief commercial officer Dave Mills says that, while people do still want long cruises, there has been a rise in demand for overnight, four and five-night sailings too, as some customers remain nervous about travelling and want to ease back in with a shorter trip.
Cheaper cruising
A few ocean-going lines, Celestyal Cruises among them, have long offered taster cruises across the season to appeal to first-timers who don’t want to spend much time and money on a holiday they may not like. Clients can hop on a three-night Iconic Aegean cruise with Celestyal in March 2024 from just £259.
Royal Caribbean International has new three and four-night Caribbean cruises from Port Canaveral, starting in July 2024 and running into 2025, which first-timers can tack on to a land holiday. Sister line Celebrity Cruises offers new year-round three and four-nighters in the Caribbean, but from Fort Lauderdale, starting in April 2024.
It has also squeezed two four-night voyages into next year’s ex-UK sailings from Southampton on Celebrity Apex. Sales director Claire Stirrup says: “It gives agents more choice to sell. Instead of a city break, suggest clients go on a cruise.” So are first-timers driving the short cruise trend? “The new-to-cruise sector was badly hit by the pandemic and it is taking longer to come back,” she admits. Marella Cruises promotes its cruise-and-stay holidays as a new-to-cruise panacea – clients can try a week at sea without missing out on their land holiday.
But the line is trying out shorter cruises, starting in December 2024, to give both existing and new customers more choice. Chris Hackney, who oversees Marella as Tui’s cruise managing director for the UK and Ireland, says: “It’s the perfect opportunity for people who have never cruised but are intrigued.
As well as experiencing life at sea, guests will be able to explore different ports.” He adds: “With shorter durations, agents can sell holidays at a lower price point, and with the all-inclusive offering, it makes it an attractive package for first-time cruisers.” A three-night Spanish Getaway on Marella Voyager, departing on November 2, 2024, costs from £656 including flights, tips and drinks.
River cruises
River cruise lines generally have shunned shorter sailings, but that is changing as they step up efforts to garner a new audience. AmaWaterways has new five-night Danube sailings in December 2023 and 2024, and Saga has added four and five-nighters in Holland, on the Rhine and on the Danube.
Avalon Waterways says three and four-night cruises added a couple of years ago have proved a success in the UK. Managing director Lesley Taylor says: “They are a great introductory option for those who want to give it a try and don’t want to commit to a longer trip, and for those who want to add something extra to a city break.”
Newcomer Riverside Luxury Cruises has factored lots of three and four-night mini-cruises on the Danube and Rhone in France into its programme and touts them as an good alternative to a city break as clients visit multiple places on one trip. A-Rosa is no newcomer to short river cruises but UK managing director Lucia Rowe believes the sector needs to do more to attract new customers.
For its part, the line has expanded its 2024 season by several weeks – it will now start in February – and themed many short sailings around dance, jazz, photography, yoga and other hobbies. Rowe says: “A shorter trip is perfect for those wanting to sample river cruising at a fantastic price and can be that all important toe-dip that gets customers hooked.
I urge agents to ensure they work hard to promote them.” A five-night Danube Cities and Wachau cruise, departing on March 4, 2024, costs from £695 including flights, drinks and Wi-Fi. When it comes to snaring that new-to-cruise customer, the message is loud and clear: keep the trips short and simple, emphasise the choice and the price – and first-timers will come flocking.
PICTURES: A-Rosa; Royal Caribbean; Shutterstock/marina datsenko
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