Cruise Bookings Surge, Dominating Travel Advisors’ Sales, Reveals Allianz Survey

A recent survey conducted by Allianz Partners USA, a leading provider of travel insurance and assistance, has revealed a significant trend in the travel industry: cruises are now the predominant choice among travelers, driving the majority of bookings for travel advisors.

The survey, which gathered insights from 9,000 travel advisors who offer Allianz travel protection products, paints a clear picture of the cruise industry’s burgeoning influence in the travel sector. A notable finding is that over 25 percent of advisors reported cruises constituting more than 75 percent of their total bookings.

The data underscores the increasing allure of cruise vacations, with more than 75 percent of surveyed participants indicating that the majority of their bookings are for cruise travel. Specifically, 27 percent of the advisors specified that 76-100 percent of their client sales were cruise-related.

In contrast, only a minority of advisors reported lower proportions of cruise bookings, with 17 percent stating that cruises accounted for six to 25 percent of their business and merely six percent indicating that cruises made up less than five percent of their sales.

The survey also sheds light on consumer preferences within the cruise market. Ocean cruises emerge as the clear frontrunner, representing 81 percent of the bookings reported over the past year. River cruises followed, accounting for 16 percent of bookings. Expedition and themed cruises, though smaller segments, are also gaining traction, particularly among repeat passengers.

In terms of booking windows, the survey revealed a split opinion among advisors. About 40 percent believe that the booking window has expanded compared to 2022, while 36 percent see no change, and 24 percent feel it has shortened. Regarding the lead time between booking and sailing, the majority of bookings occur within six months to a year before the sailing date.

Cultural-themed cruises focusing on immersive experiences are also on the rise. Thirty-five percent of travel advisors noted increased interest in such itineraries this year, indicative of evolving consumer preferences in cruise travel.

John Maddox, owner of Tropical Getaways Travel, shared his observations with TravelPulse, highlighting the trend of ‘revenge travel’ and noting a shift towards bookings in higher-end accommodations like balconies and suites. He also pointed out the challenges posed by changes in pricing and availability since 2019.

This comprehensive survey by Allianz Partners USA not only underscores the growing popularity of cruises but also provides valuable insights into evolving trends and preferences within the cruise industry, highlighting the sector’s significant role in shaping the future of travel.