In the News

From Shore to Ship UK


UK report released today by MMGY Global in partnership with CLIA and Travelzoo reveals insights into potential new-to-cruise travellers

LONDON, UK (17th April 2024) – Today, the UK cruise industry gathered in London at the Great Scotland Yard Hotel, where findings were shared from a first-of-its-kind research study examining potential first-time cruisers from the UK. Entitled From Shore to Ship: Attracting the Next Wave of Cruisers, the study was released by MMGY Global in partnership with Cruise Lines International Association (CLIA) and Travelzoo.

With research carried out by MMGY Travel Intelligence, which specialises in custom market research for the travel and tourism industry, this groundbreaking report comes as the cruise industry prepares an increased ship inventory to satisfy growing worldwide demand. New data reveals that of those yet to cruise, the younger are now exhibiting higher interest in cruising than older age brackets.

 Key findings of the landmark study include:

  • Value – Amongst those yet to cruise, the perceived value for money of cruising has previously held travellers back from booking cruises, with 67% of respondents reporting concern over expenses incurred.
  • Destination Inspiration – UK travellers value the quality of the destination when planning travel experiences and the ability for in-depth exploration and engagement with multiple destinations in one trip (61% of travellers claimed this would be their primary motivation to book a cruise). UK travellers yearn for a deeper connection with local communities and richer experiences when they travel.
  • Family Experiences – 56% of the new-to-cruise market perceive cruising as a luxury, once-in-a-lifetime event, rather than a family-friendly getaway. There is an opportunity to introduce the market to the vast potential of cruises that provide culturally rich itineraries, with experiences that resonate with the entire family, including nature explorations, excursions and onboard activities that can be both entertaining and educational for multi-generational families, particularly those with children. 
  • Sustainability Awareness – The report data indicates, consistent with other travel research for international travellers, that there is a growing consciousness amongst potential cruisers surrounding the role of sustainability in their travel choices. This progressive interest in sustainability confirms a significant shift in consumer values towards responsible tourism and highlights the importance of the cruise industry having to clearly articulate its sustainability efforts and initiatives to appeal to this prospective market. 
  • Generational Trends – The report shows that the 18-34 age bracket exhibits a robust interest in cruising, influenced by digital narratives that align with their wider travel preferences.

In addition to examining the topics above and the general behaviours and preferences of the potential cruisers segment, the study also identified new insights regarding, tailored experiences, technology, travelling solo, the role of travel advisors and more.


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 Andy Harmer at or Travelzoo’s Paige Cat Jordan at

Media Contacts
MMGY Global – London Office: 

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 UK adults from 12th – 26th February. 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 US edition of the report was released on 10th April. 

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 organisation supports policies and practices that foster a secure, healthy, and sustainable cruise ship environment, promoting positive travel experiences for millions of travellers 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 specialising in cruise travel. The organisation’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 specialising in the travel, hospitality and lifestyle industries. With operating brands across the world, the award-winning organisation 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