More than a third of those who took an ocean cruise prior to the pandemic have since chosen to do their first river cruise in 2022-23, new survey by Uniworld Boutique River Cruises revealed.
The findings from the research with 500 customers aged over 50, carried out between September 21-27, also found that 41% preferred smaller ships and with fewer people, and 30% said that river cruising offered more varied scenery and views, while 17% preferred the slower pace of itinerary that river cruising offers.
UK managing director Chris Townson said: “Seventy eight per cent of surveyed guests have done an ocean cruise before. Thirty three per cent of them were sailing with ultra-luxury cruise lines like Oceania, Regent and Silversea.
“This is a great opportunity for us to go after that market, especially with the value of the pound at the moment. Ultra all-inclusive that we offer on the rivers is a good bet at the moment. You pay your money and then everything is included.”
Uniworld president and chief executive Ellen Bettridge said: “There are 30 million people ocean cruising. I estimate there are just over one million river cruising. That’s nothing and this makes me very optimistic about the future. I believe this trend from ocean to river is going to continue.”
She said post-pandemic, consumers were attracted by fewer people, being in the heart of cities, not having to wait in lines, the crew to passenger ratio and the all-inclusive nature of river cruise.
The survey also revealed a trend for customers wanting longer holidays and more further afield.
Townson said 72% of respondents were intending to take more holidays from 2023 onwards, and 44% said they planned to take two-three holidays a year.
He said the luxury market continued to be “robust and resilient”, revealing selling prices had increased 10% in 2022 and were up another 28% for 2023 bookings.
“Last week was the biggest week since the Queen’s funeral. We’ve seen a really big surge,” he said.
He said the main reason for that was the mix of long-haul river cruising was increasing.
In 2022, just one of the line’s top five destinations was long-haul (India), but for 2023 forward bookings, three of the top five are long-haul, namely India, Egypt and Vietnam, Cambodia and the Mekong.
“Egpyt is having a big boom,” he said. “In 2022, people wanted to stay closer to home, but for 2023, they are looking long-haul and saying let’s just get on and do it. They are going to bucket list destinations and the top suites are selling first. Despite the negative mini-budget, were at a very different point and it’s a very robust and positive market.”
Other findings included a 43% increase in solo travellers in 2022, 64% of guests saying they exercised three times a week and 66% of respondents saying that reviews were crucial to their booking process.
Townson revealed that in 2022, bookings made by guests on board had tripled.
“The mentality shift is significant,” he added.