USA. Cruiseline travel is set to exceed pre-pandemic numbers in 2023 and accelerate in the years ahead, according to the latest forecasts from Cruise Lines International Association (CLIA).
Speaking today at Seatrade Cruise Global, the annual gathering of the international cruise industry, CLIA Global Chair (and MSC Group Executive Chair, Cruise Division) Pierfrancesco Vago said that volumes could reach as high as 33 million in the full year, based on strong bookings to date as the sector rebounds. In 2019, passenger numbers were 29.7 million.
[Note: The Moodie Davitt Report is chairing a key Seatrade session on retail on 29 March at the Fort Lauderdale event; full report to follow.]
By 2026, cruise travellers could reach 39 million in number, which would represent a +30% increase on 2019 and be “an incredible achievement”, said Vago. Crucially, as the market returns, some 60% of passengers are first-time cruisers, said CLIA.
“The attention given to cruising is now higher than before the pandemic,” said Vago. “And we know from research that 85% of those who have cruised are likely to do so again. The intent to cruise from new travellers is also very high.
“This year will also see the youngest, cleanest fleet ever. CLIA members will introduce 14 new ships in 2023, in which technological innovation, emissions reduction and sustainability are key. In fact, cruise is leading the way in responsible travel. Thanks to this we have an opportunity to become an essential industry. People don’t know how far we have come – we can communicate better on the sustainable aspects of cruising, given the advances we have made in the last three years.”
Vago said that ‘passion, purpose and perseverance’ would support the continued growth of the industry post-pandemic, notably as it targets a new zero (emissions) roadmap by 2050. He concluded: “We stand for responsible, well-managed tourism.”
CLIA President & CEO Kelly Craighead echoed Vago’s remarks, notably in the support of well-managed, culturally-sensitive tourism worldwide.
“We are entering a new era of cruising. The 62 new ships that we will see through to 2028 is a show of confidence in the market. We see cruise popularity and intent to cruise rising faster than pre-pandemic. Our challenges are to correct misinformation about the industry and its impact and ensure our voice is heard as regulatory and environmental outcomes are discussed.
“We are dynamic, adaptable and responsible and we show leadership in the push for carbon-free cruising. Our evolution is accelerating.”
The opening remarks were followed by a ‘State of the Global Cruise Industry’ panel session, featuring Vago and Craighead, alongside Royal Caribbean Group President & CEO Jason Liberty, Norwegian Cruise Line Holdings President & CEO Frank Del Rio, Carnival Corporation & plc President, CEO & Chief Climate Officer Josh Weinstein, with moderation by BBC World News Presenter Lucy Hockings.
They explored themes including the industry’s commitment to net carbon-neutral cruising by 2050, new environmental technologies and cleaner fuels; how cruiselines are collaborating with local communities and destinations; consumer travel trends and the pipeline of launches in 2023.
Liberty said: “As we return, it has been great to see a smile on the faces of our guests, and after three long years it is great to be making money once again. Occupancy has climbed again and will accelerate further in 2023.”
Weinstein said: “Given everything that has been thrown at all of us, we have needed to be resilient. Also, our partners have seen the economic and social benefits of cruising.”
In his final Seatrade before he retires, Del Rio said that he would miss the creativity that goes with the role. He welcomed the continuing competition between cruiselines, saying. “Competition fuels innovation and innovation fuels demand.”
Each of the CEOs said that the industry could collaborate more on the of fuel and sustainability more widely. Weinstein said: “We have always agreed that we compete in some areas but never in health, environment or safety and security. We need to act in these areas collectively.”
Craighead hailed the advances of women in the sector. “Cruise leads on women who are involved not only in leadership positions but across the board. The proportion of female captains is far higher than in the airline industry. All of this is helping us forge a new era of cruising, with far more diversity than ever.”
Addressing the customer understanding of the sector and its appeal, the leaders broadly agreed that prices in the cruise sector are still too low compared to land-based holidays, in some cases 25-50%, according to Weinstein. “We need to do a better job myth-busting about cruise,” he said.
Liberty added: “The key for us is to take share from land-based holidays, not each other. Millennials were delayed in much in life by the pandemic, but now they are seeking new experiences, and that is an opportunity. Another is that people are more focused today on buying experiences and not just buying stuff. We also have the tailwinds of more retirees and that some people now combine work and leisure more, and a cruise ship offers that opportunity too. Cruise represents a value holiday, and that is still a big opportunity.
“Also, social media has stimulated people to dream, and we need to bring those dreams to life. We can do that even more with our land-based partners and communities. A decade ago there were hundreds of destinations in cruise; today there are thousands.”
As noted above, Seatrade is partnering with The Moodie Davitt Report to host a dedicated retail session at its event this week. Speakers include Carnival Cruise Line Vice President Guest Commerce & Onboard Revenue Luis Terife, Starboard Cruise Services President & CEO Lisa Bauer and Seth Weisser, CEO of fast-growing vintage luxury seller What Goes Around Comes Around. The session will be chaired by The Moodie Davitt Report President Dermot Davitt.
More details here.
Reuniting the international cruise community, Seatrade Cruise Global brings together thousands of cruise professionals from all facets of the industry to network, learn and find new solutions.
Anchored around this year’s theme, Forward Momentum, delegates are exploring new ideas for sustainable practices, reimagining entertainment and technology to shape the future of the onboard experience. 
