The cruise industry has seen a surge in new-to-cruise customers, with Carnival Corp. leading the way in attracting vacationers who have never cruised before. The company’s CEO, Josh Weinstein, highlighted the success of their efforts to cast a “wide net” and appeal to a broader audience. With record first-quarter revenues and a 30% increase in new cruisers compared to the previous year, Carnival Corp. has seen a significant growth in both new guests and repeat customers.
According to Weinstein, the increase in new cruisers can be attributed to several factors, including advertising spend, word of mouth, and the value proposition of a cruise vacation compared to traditional land-based getaways. He emphasized that consumers are seeking experiences that are worth paying for and are looking for value in their travel choices. This shift in consumer behavior has contributed to the growth of the cruise industry and the appeal of cruising as a vacation option.
Royal Caribbean Group has also experienced a similar trend in attracting new guests, with the launch of new ships like the Icon of the Seas driving interest among first-time cruisers. CEO Jason Liberty highlighted the positive impact of new ships on attracting new customers and enhancing overall profitability. The debut of the Icon-class ship has generated buzz and excitement among travelers, with features like a waterpark and family-friendly neighborhoods appealing to a broader audience.
MSC Cruises has identified new cruisers as a growing market for the European brand as it expands its presence in North America. Offering shorter sailings and visits to private islands from its Florida homeports has helped attract customers who are new to cruising. The focus on providing value and unique experiences has resonated with consumers, leading to an increase in new guests for MSC Cruises.
Travel advisors have also noticed a positive trend in their Q1 business, with many reporting an increase in bookings compared to the previous year. Michael Consoli, owner of Michael Consoli & Associates, highlighted the record-breaking year he experienced in Q1, with new-to-cruise business up by 20%. The demand for travel post-Covid, combined with the value proposition of cruising, has contributed to the increase in bookings and interest in cruise vacations.
The cruise industry’s focus on attracting new travelers and providing value-driven experiences has led to a surge in new bookings and interest in cruising among consumers. Companies like Carnival Corp., Royal Caribbean Group, and MSC Cruises have successfully tapped into this growing market of new cruisers, expanding their customer base and driving profitability. With the post-pandemic demand for travel on the rise, the cruise industry is poised for continued growth and success in the coming years.