The findings, published in the first ‘Expedition Cruise Network Insights Report 2023/2024’, combine two sets of data from travel trade professionals and expedition cruise operators. The results, collated between October and November 2023, offer vital insights into UK sales trends, intelligence, challenges and forecasts.
The market is growing
Seven out of 10 cruise operators evolved or remained the same in 2023.
Africa in demand
39% of travel trade respondents want to see expedition cruising in Africa (West and East) developed further and more voyages offered. The range of new destinations was seen as evidence that there is significant appetite among the travel trade to be able to sell new areas.
Knowledge is missing
More than 50% of travel trade respondents said their knowledge of expedition cruising is lacking. It indicates the need to upgrade travel agents, including shipping destinations, operators and products.
Sustainability is at the top of all key trends
The three biggest trends named by cruise operator members are related to sustainability. 71% of expedition cruise operators say sustainability will play a bigger role in consumer choice. 71% believe that ships and cruise lines need to improve their environmental practices and footprint.
HX takes the lead
Hurtigruten Expeditions is the best-selling cruise operator, according to the UK travel trade. HX is sold by 64% of travel trade respondents, followed by Silversea Cruises (61%), Seabourn (43%) and Ponant (40%). Overall, market share remains mixed, with 18 companies seeing their product sold by at least 10% of travel trade respondents.
“The future is bright”
Commenting on the key findings, Expedition Cruise Network CEO Akvile Marozaite said, “…Expedition Cruising is a key travel trend. The industry has experienced rapid growth in both consumer demand and production capacity in recent years, and in 2024 we will begin to see more mature growth with a pressing push towards sustainability. But the future is bright. Many of our mission cruise operator members are innovators in pioneering measures to protect the remote, fragile environments and local communities we all hold so dear.”
Responding to growing demand
Marozaite went on to discuss the founding of ECN, stating, “We created the Expedition Cruise Network this year after two years of doubling the sector and growing demand from expedition cruise operators for an authentic, trusted and authoritative voice in the sector. The inaugural insight report, combining insights from voices across the sector, plays a key role in understanding how you can best promote expedition cruising as an incredible choice for travelers from around the world.’