Skift Take

The cruise industry has taken a hard hit in U.S. and European markets recently, which could have some influence on survey respondents' intentions to cruise. However, there is still a sizable UK market of first-time cruisers on whom companies should be focusing their marketing efforts.

The cruise industry is set on turning the UK into a hot market, so its marketers should pay attention to a  survey released yesterday by World Travel Market as part of its London trade show.

Cruise companies are estimated to have spent $455 million (£285 million) on press, TV, direct mail, and cinema marketing between 2010 and 2013. It appears to be having some effect, as 39% of the 1,0001 UK travelers polled for the WTM 2013 Industry Report said that they had not been on a cruse but would like to.

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Source: World Travel Market 2013 Industry Report

For those travelers who had been on a cruise, those who “liked it” outnumbered those who did not by nearly four to one.

It’s not all sunny, though: One-third (32%) of respondents have no plans of going on a cruise. Add that to the 6% who answered that they have cruised and have no plans to do it again, and those with a negative view of cruising almost equals those who are interested in taking a cruise.


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Tags: marketing, uk

Photo credit: The Ocean Village cruise ship was built with UK travelers in mind. Tom Mascardo / Flickr

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