Experiential cruising: the holidaymaker’s choice, by Phil Evans

In recent years, attitudes to cruising have shifted thanks to the industry transforming itself to keep up with modern travel trends. There is no longer a ‘traditional’ or ‘core’ customer base for cruising as the industry now appeals to such a variety of travellers – from families and couples to those seeking intrepid adventures. Similarly, there is no longer the outdated perception that travellers might get ‘stuck’ on a ship with nothing to do. Competition within the cruise sector – and against the rest of the travel sector more generally – has driven innovations which have kept cruising as a fresh and exciting holiday option.

Gone are the days when cruise holidays were solely about the ship; the rise of experiential travel has led to an increasing focus on the destinations and the unique experiences available. For example, it’s not unusual for a Mediterranean cruise to visit a new port almost every day of the sailing, reducing the number of sea days and giving on board guests a more immersive experience of the region. It has long been the belief that cruise lines want to have more sea days in the itinerary to encourage guests to book spa treatments, shop in the onboard boutiques and purchase more drinks. However, cruise lines now understand that by offering a variety of land excursions to their passengers, they can create a mutually beneficial experience which is rewarding for their guests, local tenders and also their business.

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