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Nordic travelers want to cruise more than ever

Nordic travelers want to cruise more than ever

Nordic travelers are becoming increasingly fond of cruise vacations. In just two years, the number of people who prefer cruises as a form of holiday has increased by almost 16 percent. Three things are important when Nordic travelers embark on a cruise.

Cruise travels are often highlighted as an easy way to experience multiple destinations in a single trip. And it seems that more and more Nordic travelers are realizing the benefits of checking into a floating hotel.

In 2023, 16.7 % of Nordic travelers have cruises among their preferred forms of vacation. In 2021, this figure was 14.4 %– meaning that in two years, there has been an increase of nearly 16 percent in Nordic travelers preferring cruises.

At the same time, more than half (54.4 %) express a desire to go on a cruise. This is shown in our recent survey on cruise habits and preferences.

Almost half have been on a cruise
The survey also reveals that 45.4 % of Nordic travelers over 18 have already been on a cruise. 25.5 & have been on multiple cruises, while 19.9 % have tried it once.

Furthermore, even more Nordic travelers dream of going on a cruise, specifically 54.4 %. In fact, 28.5 %of Nordic travelers are planning to go on a cruise within the next 2-3 years.

This suggests that more Nordic travelers are recognizing the advantages of cruises as a travel option: you check in once and stay in the same room for the entire vacation while visiting multiple destinations, all while having access to a wide range of culinary experiences and onboard entertainment.

Dreaming of the Mediterranean, the Caribbean, and Nordic cruises
The classic cruise destinations of the Caribbean and the Mediterranean are favorites among Nordic travelers. 45.6 %dream of a cruise in the sunny Caribbean, while 50 percent would like to sail around the Mediterranean. Additionally, 40.6 %of Nordic travelers want to go on a cruise in Northern Europe, while 15.9 %are interested in cruises in Alaska and North America. 15.5 %and 14.1 %respectively dream of cruises in Asia and Oceania.

Food, itinerary, and price are important
The survey also highlights what Nordic travelers consider when booking a cruise. The most important factor is the food onboard, but the price and the destinations on the  itinerary are also crucial factors in the decision-making process.

Potential for more
Among Nordic travelers who do not dream of exploring the world at sea, the main concern is the price. In fact, 49.3 %of Nordic travelers believe that this form of vacation is too expensive.

It thus seems that many people have the notion that going on a cruise is extremely costly. However, when everything is considered, a cruise vacation is not necessarily more expensive than a typical all-inclusive package holiday. Many cruise companies have introduced concepts where everything is included in the price, and you never need to reach for your wallet onboard.

Curious to know more about Nordic travelers and their cruise preferences – or to learn more about one of the specific markets and their preferences?

Then please don’t hesitate to reach out to Dennis Grauslund, our Senior Insights and Data Executive.

About the survey
The survey was conducted by the full-service agency Related in collaboration with the research institute A&B Analyse. A total of 2013 Nordic people over the age of 18 participated, selected from a panel consisting of more than 200,000 randomly selected people. Data are weighted on gender, age and geography so that the composition of the sample mathematically matches the same distribution as the Nordic population. The data collection was an online questionnaire and took place in January 2023.