An annual survey from cruise specialist cruise.co.uk has revealed that single travellers now make up 5% of the cruise market. The findings were drawn from a survey of over 8000 cruise.co.uk and seascanner.co.uk customers, highlighting key trends in the cruise landscape.   The research also found that solo cruisers are highly likely to recommend the experience, with 70% stating they would encourage friends, family or colleagues to embark on a solo sailing.   When it comes to booking decisions, solo cruisers have similar priorities compared to those sailing with companions. Price and itinerary ranked as the most important factors for the majority of both sets of travellers, ranging between 60% and 70%. Cabin selection and onboard facilities are more of a concern to around 50% of those polled.   Results from respondents when asked: “When booking your next cruise, how important or unimportant are each of the following factors to you?”  

	Price		Itinerary		Cabin		Onboard Facilities
	Solo	Non-solo	Solo	Non-solo	Solo	Non-solo	Solo	Non-solo
Important (9-10)	69%	65%	63%	62%	49%	54%	45%	52%
Neutral (6-8)	24%	29%	29%	32%	40%	39%	43%	42%
Less Important (1-5)	7%	6%	8%	6%	11%	7%	12%	6%

  Tony Andrews, managing director of cruise.co.uk, said: “We’re seeing more solo travellers embracing the cruise experience, and it’s clear that affordability and the destinations visited are key drivers for this market. As the popularity of cruise continues to grow across the board, we expect cruise lines to further cater to this growing segment, with more tailored offerings and competitive pricing.”

Cruise specialist cruise.co.uk has rolled online booking functionality. Until now, customers were only able to complete their booking via telephone or over email. This still remains an option, alongside the new online booking function. Cruise.co.uk says it will expand customers’ choice and streamline the booking process. This will allow its cruise consultants to spend more time on tailor-made packages. Customers will continue to be introduced to a cruise consultant, who will be on hand to provide support during and after the booking. Tony Andrews, cruise.co.uk MD, said: “We’re always looking at ways to improve our customer service and the introduction of online bookings is a natural step forward.” “We know that many customers are comfortable using these systems, but for us it’s important that we do not lose the human touch.” In 2024 cruise.co.uk celebrated its 40th anniversary. It has almost 32,000 voyages available, sailing from the UK and overseas. It offers itineraries to the Mediterranean, northern Europe, Caribbean, Australasia, Alaska and Asia.

  Cruise.co.uk has honoured suppliers from across the industry at its awards evening, held as part of the agency's 20th annual conference.   This year’s event saw over 25 senior industry delegates gather to celebrate achievements across 14 cruise-specific categories.   Hosted by Chris Gardner, CEO, and Tony Andrews, managing director, the awards recognise excellence as nominated by cruise.co.uk’s internal teams, alongside categories voted for by over 8,000 of their customers.   Princess Cruises was awarded ‘Best Mainstream Cruise Line (Large)’, with Fred. Olsen Cruise Lines securing ‘Best Mainstream Cruise Line (Medium)’. In the luxury categories, Azamara took home ‘Best Luxury Cruise Line’, while Regent Seven Seas Cruises was named ‘Best Ultra-Luxury Cruise Line’.   For the second year running, cruise.co.uk’s sister brands recognised their top suppliers, with MSC Cruises winning the ‘Seascanner.co.uk Partner Award’, and Oceania Cruises taking home the ‘Above & Beyond Partner Award’.   P&O Cruises won several of the internally voted categories, earning recognition for ‘Best Reward Scheme’ and ‘Best Booking System’, while Celebrity Cruises was celebrated as ‘Most Helpful Cruise Line’.   In individual recognition, Nikki Dos Santos of Princess Cruises and Amanda Skilbeck of MSC Cruises were jointly awarded ‘Best Account Manager’.   Chris Gardner said: “The relationships we hold with our cruise line partners are fundamental to our success and it’s fantastic to celebrate their achievements together. Our awards also reflect the voice of the customer, which remains a crucial benchmark for our industry as we continue evolving to provide the best cruise experiences for our mutual guests.”   Tony Andrews added: "The support and collaboration we receive from our suppliers and their account managers are second to none. Their dedication allows us to showcase an incredible variety of sailings to our customers, and it's rewarding to see passenger numbers continue to grow, whether from returning guests or first-time cruisers.”   Hayley Moore, director – sales at Princess Cruises, said: “We’re incredibly proud to be recognised by both the cruise.co.uk team and their customers. Winning ‘Best Mainstream Cruise Line (Large)’ and ‘Best Cruise Line for First-Time Cruisers’ is a fantastic testament to the amazing experiences we create onboard. From our personalised service to innovative amenities and immersive itineraries, we just love ensuring every guest enjoys a perfect holiday at sea. Thank you to cruise.co.uk for their continued partnership and support.”   2025 winners: Best Mainstream Cruise Line (Large): Princess Cruises Best Mainstream Cruise Line (Medium): Fred. Olsen Cruise Lines Best Cruise Line for Families: Royal Caribbean International Best Cruise Line for First-Time Cruisers: Princess Cruises Best Ultra-Luxury Cruise Line: Regent Seven Seas Cruises Best Luxury Cruise Line: Azamara Best Reward Scheme: P&O Cruises Best Booking System: P&O Cruises Most Helpful Cruise Line: Celebrity Cruises Best Trading Partner: MSC Cruises Best Account Manager: Princess Cruises, Nikki Dos Santos Best Account Manager: MSC Cruises, Amanda Skilbeck Seascanner.co.uk Partner Award: MSC Cruises Above & Beyond Partner Award: Oceania Cruises

  An annual survey from cruise specialist cruise.co.uk has revealed a growing appetite for cruise holidays, with 54% of new-to-cruise guests looking to increase the proportion of their holidays spent at sea. The findings were revealed as part of a survey of over 8000 cruise.co.uk and seascanner.co.uk customers.   The top reasons cited for an increased interest in cruising over the next two years include retirement and more free time (23%), avoiding the hassle of flying (19%), value for money (18%), and the convenience of visiting multiple destinations in one trip (15%).   The survey also found an impressive 94% of first-time cruisers reported being either satisfied or very satisfied with their cruise experience.   Tony Andrews, managing director of cruise.co.uk, said: “These findings reinforce what we’ve been seeing in the market – not only are seasoned cruisers continuing to make cruise their first choice for holidays, but first-time cruisers are quickly becoming lifelong fans. The fact that so many new-to-cruise guests rate their experience positively is a testament to the incredible service, value and variety that a cruise holiday can offer. With more ships, destinations and experiences available than ever, the cruise industry is well-positioned for continued growth.”

  Cadiz, the ancient port city in southwestern Spain, has been revealed as the favourite European 'hidden gem' destination by UK cruise guests for the second year running. The finding was announced following a survey by cruise specialist cruise.co.uk, which was conducted with almost 600 people who have taken a holiday at sea.   Located in Spain’s Andalucia region and recognised as the oldest city in western Europe, Cadiz is included on a number of Mediterranean cruise itineraries, with ships docking centrally into the local area.   Cadiz secured 9% of the public vote, while Kotor, Montenegro, took second place with 7%. The city is nestled in a scenic bay and boasts medieval architecture, historic monuments and UNESCO World Heritage status.   Despite its title as 'the most famous little harbour in the world', Portofino, on the Italian Riviera, was named third on the hidden gem list. Known for its high-end yachts and luxury shops, the picturesque fishing village and resort town claimed 4% of the vote.   Overall, 46% of respondents cited the ‘attractiveness’ of a location as the main reason for naming it their favourite hidden destination. Proximity to points of interest came in next at 27%, with ‘the friendly welcome’ at 11%.   But Cadiz and its fellow hidden gems may not remain under the radar for much longer. 85% of respondents have already recommended their favourite discoveries to family and friends, with just 15% keeping it to themselves.   Tony Andrews, cruise.co.uk managing director, said: “Cadiz continues to captivate UK cruisers with its unique blend of history, charm and accessibility. Its ancient streets and welcoming atmosphere make it an unforgettable stop. It’s no surprise the city has topped the list for the second year running - passengers clearly value destinations that offer stunning scenery and rich cultural experiences. Our survey once again highlights just how many hidden cruise gems there are in Europe, each with its own distinct appeal and waiting to be explored.”   For more information, go to cruise.co.uk or call 0870 990 8824.   Top 10 European hidden gem destinations for UK cruise guests 1. Cadiz, Spain 2. Kotor, Montenegro 3. Portofino, Italy 4. Dubrovnik, Croatia 5. Tallinn, Estonia 6. Split, Croatia 7. Tromso, Norway 8. Ajaccio, France 9. Chania, Greece 10. Valletta, Malta

 

Hampshire locations take top three places, while northern towns secure fourth and fifth spot

A survey by cruise specialist cruise.co.uk has revealed that Southampton in Hampshire is the UK’s new cruise booking hotspot. Across 2024, its local residents booked more cruise holidays per head than those of any other town or city.   The city boasts the busiest cruise port in the UK, with five terminals handling around 2.6m passengers per year. It is home to major lines such as P&O Cruises, Cunard, Royal Caribbean and Celebrity Cruises.   Fareham, also in Hampshire, was in second place, having held top spot for the two previous years. The town is located between the cruise hubs of Southampton and Portsmouth, meaning there are a wealth of at-sea holiday options on its doorstep.   Eastleigh, similarly in Hampshire, took third place having finished seventh last year. The town is only a short distance from Southampton.   Fourth and fifth place saw a shift up the country to two northern towns.   Chorley in Lancashire was in fourth place, with Liverpool cruise terminal around an hour away from the Lancastrian town. Barnsley appeared next on the list, despite being situated in the heart of England. Its closest major cruise port is also Liverpool, but over a two-hour drive away. Last year Chorley was in fifth place and Barnsley fourth.   Meanwhile, Wales also had a strong showing, with three of its towns in the overall top ten: Llanelli is in sixth place, Caerphilly eighth and Bridgend ninth.   Tony Andrews, managing director of cruise.co.uk, said: “There’s no doubting the popularity of cruise in Southampton. With a wealth of ships departing from the city throughout the year, its residents are perfectly positioned to take advantage of everything a holiday at sea has to offer.   “Fareham and Eastleigh may well continue to feature consistently in our top three, given their proximity to the Hampshire coast.   “The popularity of a cruise among Chorley and Barnsley locals is less obvious, but clearly there is significant demand for a sea escape, even in these areas with no obvious coastal connection. Both towns always appear in our top 10 booking hotspots, so this is part of a marked trend rather than a one-off.   “Cruises are an ideal getaway, as they combine a sense of adventure and exploration from travelling across multiple countries, with the opportunity to relax and sample great food and top-class entertainment onboard. Overall, we’re expecting more people in the UK to have taken a cruise in 2024 than ever before, with our booking hotspots leading the way.”   For more information, go to www.cruise.uk or call 0870 990 8824  

Location	2024 position	2023 position
Southampton	1	2
Fareham	2	1
Eastleigh	3	7
Chorley	4	5
Barnsley	5	4
Llanelli	6	11
Chichester	7	3
Caerphilly	8	20
Bridgend	9	6
Salisbury	10	26

  Four in 10 of us would spend Christmas on a holiday at sea, a survey of 900 people has revealed. Cruise specialist cruise.co.uk found that of those, 90% would prefer their festive sailing on the ocean and 10% on a river.   For ocean enthusiasts, the most popular yuletide destination is the Caribbean, at 42%. The Canary Islands were next on 21%, followed by the Norwegian Fjords on 9%.   For river fans, the Danube came top at 53%. The Rhine scored 28% and the Seine 19%.   The main appeal of a Christmas voyage is having meals, events and activities laid on by the cruise line, according to 39% of respondents. 28% prefer the idea of escaping the usual holiday routine, while 9% were enticed by the celebratory atmosphere on a ship.   The findings come as cruise.co.uk has announced an overall 32% increase in year-on year Christmas market cruise bookings.   Tony Andrews, managing director of cruise.co.uk, said: "Our findings show just how enticing a Christmas cruise can be. Whether it’s the allure of a warm Caribbean breeze or the charm of European riverside markets, there’s a wonderful range of options for everyone looking to mark the festive period in style. In addition, the convenience and value-for-money of a cruise means that passengers really can eat, drink and be merry when they're onboard."

  A survey of over 700 passengers by cruise.co.uk, the online cruise specialist, has revealed that most travellers aren’t yet prepared to make bookings and interact exclusively with Artificial Intelligence (AI) customer service. 60% are indifferent to AI’s growing role, while 32% expressed a clear preference for human interaction.   The majority who had concerns regarding AI’s limitations said they were less likely to book as they want personal contact, with almost 80% stating they prefer to deal with human travel agents who better understand individual travel needs. Meanwhile, 10% don’t trust AI to handle important details of their booking.   Just 8% of respondents are more inclined to book with AI. The majority, 47%, say this is based on an expectation that smart technology will make the booking process faster and more efficient. 23% feel AI will offer more convenient, personalised recommendations and 24/7 customer service.   Tony Andrews, managing director of cruise.co.uk said: "It’s clear that customers remain cautious about AI. If it’s going to be further introduced by travel brands, they evidently need to proceed with caution and ensure as much feedback and opinion is collated before doing so.   “AI technology can allow a faster, more efficient service, but the human touch is currently irreplaceable when it comes to complex bookings and personalised customer care. Our survey clearly suggests that technology should at present complement a more personalised service.   “At cruise.co.uk we will continue to invest in both AI-driven solutions and our team of dedicated travel experts, to ensure every customer gets the best of both worlds."

  The average age of a cruise guest has come down by 11 years since 2019, according to cruise specialist cruise.co.uk.   The findings, which analysed almost 500,000 passengers, show that for bookings made to date in 2024 the average age is 55 years old, compared to 66 years old in 2019.   Factors attributed to the decrease include the growing trend for multi-generational travel and cruise’s growing appeal to younger audiences, driven by new ships featuring family-friendly attractions and itineraries showcasing destinations worldwide.   In similar findings, Cruise.co.uk’s online-only sister company, Seascanner, has also seen a decrease in their average booking age, with passengers booked in 2024 to date averaging 42 years, three years younger than bookings seen in 2022. Seascanner recently marked its three-year anniversary and was launched to cater for increasingly younger passengers.   Tony Andrews, managing director of cruise.co.uk, said: “These findings are clear evidence of cruise’s growing appeal to a wider audience. As new ships and itineraries emerge, passengers of all ages are discovering that a holiday at sea offers a host of one-of-a-kind experiences, both onboard and ashore, with activities designed to appeal to all tastes. When coupled with unbeatable value for money, it really does make cruise the go-to getaway for more people than ever before.”