In its newest survey of travel advisors, leading travel insurance and assistance provider Allianz Partners USA discovered that are experiencing a surge in cruise-related bookings.
In fact, most participants said that cruise itineraries are motivating the majority of their business at the moment, with over 25 percent indicating that cruises make up more than 75 percent of their total bookings.
The survey, which polled 9,000 travel advisors offering Allianz travel protection products, highlights the cruise industry's pivotal role in the travel sector. The insurance provider analyzed advisors’ bookings to uncover what percentage could be traced back to cruises, compared to other types of travel. It uncovered evidence that cruising is currently a significant driver of travel advisors’ overall business volume, across the board.
More than 75 percent of survey participants reported that a majority of their bookings were made for cruise travel, with 27 percent specifying that 76-100 percent of client sales consisted of cruise vacations.
Only 17 percent indicated that cruises accounted for a smaller amount (between six and 25 percent) of their business, while just six percent of respondents said that cruises constituted less than five percent of their sales.
Most-Booked Cruise Types
In terms of consumers’ cruise preferences, ocean cruises dominate the market, representing 81 percent of travel advisors’ reported bookings over the past year. River cruises proved the next most popular variety, claiming 16 percent of bookings, while expedition cruises took just two percent and themed cruises one percent.
Despite being a relatively new segment, expedition sailings are gaining popularity and earning repeat business, with most previous passengers expressing a wish to book another expedition voyage.
Advisors noted that cruises of all types are selling well. Pictured, ships in New Providence, Bahamas. (photo via iStock/Getty Images Plus/Brand X Pictures)
Planning and Booking Windows
Survey-takers were split in their opinions on whether client booking windows have changed in comparison to 2022. Approximately 40 percent believe the booking window has expanded, 36 percent consider it unchanged and 24 percent perceive it to have shortened.
When asked about the lead time between booking and sailing, 52 percent stated within six months to a year, 27 percent within three to six months, and 11 percent within three months of purchase. Only 10 percent of respondents reported clients booking more than a year in advance.
Evolving Cruise Trends
The survey also explored the evolution of cruise travel trends relating to cultural-themed cruises focused on immersion and exploration. Thirty-five percent of travel advisors said they have seen increased interest in such itineraries this year, compared to previous years, while 48 percent said they haven't noticed a change and 17 percent were simply unsure.
Nearly half (49 percent) of respondents reported no change in the number of travelers they’re seeing in cruising parties, while 26 percent observed more multi-generational groups. Solo travel has seen a fair degree of growth, with 13 percent of travel advisors noting an increase in solo cruisers, while 12 percent reported seeing more couples book cruises.
A Firsthand Perspective
Asked about cruising trends he’s currently seeing among clientele, John Maddox, owner of Tropical Getaways Travel, told TravelPulse, “I’m still seeing some ‘revenge travel’.”
He expounded, "I’ve seen customers booking further out, and moving out of things like interior and ocean views into balconies and suites,” adding, “The only downside I’m seeing is people still thinking it is 2019—in both price and availability."
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