BRAND loyalty is up for grabs in the cruise sector, according to a new report from travel rewards platform Arrivia, which suggests nearly half of passengers are open to switching from their favourite cruise line.
Arrivia’s report, View from the Cabin, found 46% of passengers with a preferred brand would swap if they were offered better value or discounts with another cruise line.
Other leading triggers for switching brands include better itineraries or onboard experiences (35%), access to newer or more luxurious ships (27%), and more stops at private destinations (23%).
Around 20% of pax would change brands for the ability to bundle travel, while around 15% would swap for a shorter cruise.
Although Arrivia describes a cruise market defined by fluidity, the report also indicates clear preferences when broken down by demographics.
The budget-friendly Carnival Cruise Line was cited most often by Generation Z and lower-income travellers; Disney Cruise Line resounded most strongly with Millennials, particularly those travelling with children; and Celebrity Cruises emerged as a favourite among Baby Boomers.
Almost 20% of guests also cited more options for river cruising as a key trigger to change brands.
Premium ocean line Celebrity is currently preparing to launch a river cruise option in Europe in 2027 (CW 12 Sep).
Other sectors of the travel industry are also entering river cruising, with tour brand Trafalgar set to launch its first ships next year (CW 04 Jun). MS
