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From Shore to Ship US


U.S. phase of new report released in tandem with Seatrade Cruise Global

KANSAS CITY, MO (April 10, 2024) – Three powerhouse travel brands have partnered together to unveil a first-of-its-kind research study examining a coveted audience: the first-time cruiser. Entitled From Shore to Ship: Attracting the Next Wave of Cruisers, the U.S. edition of the study was released today by the Cruise Lines International Association (CLIA) in partnership with MMGY Global and Travelzoo. The report arrives as the industry prepares for an increase in ship inventory to satisfy growing worldwide demand.

Key findings of the landmark study include:

  • The perceived value for money of cruising has significantly improved among prospective cruisers. In fact, 60% of the respondents said it was a past reason for not booking, whereas only 36% cite it as a current concern.
  • Friends and family are overwhelmingly the most influential information sources for potential cruisers when researching travel options (58%), while destination websites (34%), travel review websites (29%) and online travel agencies (29%) are the next most popular.
  • Destinations within close proximity to the United States are the most appealing to new-to-cruise Americans. The Caribbean/Bermuda region is most favored at 63%, while Hawaiʻi and Mediterranean destinations followed at 48% and 40%, respectively.
  • A majority of prospective cruisers are willing to pay more for travel services that demonstrate environmental responsibility, reflecting a growing consumer trend toward sustainable travel choices.
  • When asked what would make cruises more appealing, the top responses are promotions/discounts (52%), information on health and safety standards (39%), extended time to explore destinations (37%) and a variety of destination offerings (36%). 

In addition to examining the topics above and the general behaviors and preferences of the potential cruisers segment, the study also identified new insights in regard to health and safety, tailored experiences, technology, traveling solo, the role of travel advisors and more.

A U.K. version of this report is slated to be released on April 17.


Executive Summary

CLIA and Travelzoo have made an Executive Summary with key takeaways available free for download. For access to the full report, contact CLIA’s Chris Mastrippolito at or Travelzoo’s Paige Cram Fakhraie at


Media Contacts
CLIA: Sally Andrews, or
MMGY Global: Derek Klaus,

About From Shore to Ship: Attracting the Next Wave of Cruisers
Commissioned by Travelzoo and the Cruise Lines International Association, the information presented in this edition of the report was obtained by MMGY Travel Intelligence through an online survey of 2,000 U.S. adults from Feb. 12–26. To qualify, respondents expressed never having taken a cruise but displayed at least a level “2” interest on a 5-point scale of interest in taking one in the next two years. A UK edition of the report is slated to be released on April 17.

About the Cruise Lines International Association (CLIA)
CLIA is the world’s largest cruise industry trade association, providing a unified voice for the industry as the leading authority of the global cruise community. On behalf of its members, affiliates and partners, the organization supports policies and practices that foster a secure, healthy, and sustainable cruise ship environment, promoting positive travel experiences for millions of travelers who cruise annually. This year, CLIA forecasts that the annual number of passengers will reach 34.7 million passengers. The CLIA community includes the world’s most prestigious ocean, river, and specialty cruise lines; a widespread network of stakeholders, including ports and destinations, ship development, suppliers, and business services; and highly trained and certified travel agent members that represent the largest network of travel professionals specializing in cruise travel. The organization’s global headquarters are in Washington, DC, with regional offices located in North and South America, Europe, and Australasia. For more information, please visit or follow us on Facebook, Instagram, Twitter, and YouTube with our handle @CLIAGlobal—or on LinkedIn.

About Travelzoo
We, Travelzoo, are the club for travel enthusiasts. Our 30 million members receive exclusive offers and one-of-a-kind experiences personally reviewed by our deal experts around the globe. We have our finger on the pulse of outstanding travel, entertainment, and lifestyle experiences. We work in partnership with more than 5,000 top travel suppliers—our long-standing relationships give us access to irresistible deals.

About MMGY Global
MMGY Global is the world’s leading integrated marketing firm specializing in the travel, hospitality and lifestyle industries. With operating brands across the world, the award-winning organization maintains a global communications practice in all marketing channels, serving many of the world’s premier travel and tourism brands. As a company dedicated to the travel industry, MMGY Global strives to create a connected, inclusive and peaceful world by promoting travel as a cultural bridge of understanding. For more information, visit