Exclusive Research


Why attracting millennials to a cruise is not plain sailing

Latest Harris 24 research explores the appeal of cruise holidays amongst millennials and what cruise companies can do to tackle barriers to cruising and attract a younger audience.

Key headlines from the research

  • City breaks (72%) and beach holidays (71%) are the most popular types of holidays that 18-34 years olds intend to take in the next 3 years
  • Though not as popular as these holiday types, 1 in 6 young adults have booked or are planning to book a cruise holiday
  • For those who have not already booked or planned to take a cruise holiday, 43% would consider taking this type of holiday
  • The biggest appeal of a cruise holiday is the ability to visit multiple destinations on one holiday
  • Onboard spas and live music performances appeal to more than half (53%) of those who have booked or would be interested in booking a cruise holiday
  • For those not planning a cruise holiday in the next 3 years, more than 4 in 10 claim that they do not find this type of holiday appealing (44%) and there are also concerns around the expense of cruises (40%)

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