At ABTA’s New Markets in Cruise conference, the six key cruise trends that we can expect for 2020 and beyond were revealed by the leading association of travel agents and tour operators.

Alistair Pritchard, the lead partner in travel at Deloitte, kicked off the 2019 conference looking at the cruise trends which have emerged this year and that he predicts will continue to grow in prominence in 2020.

Despite Brexit having hit UK’s economy hard this year (with the pound having slumped to an all-time low in recent months), Pritchard notes how “travel remains the top priority” for UK consumers. “People always tell us that they prioritise holidays over other sorts of discretionary spending,” he said.

However, this does not always translate to people’s booking confidence, he noted, which is why it is important to tap into what consumers are now looking for with their cruise holidays.

Here are the six key cruise trends for agents to look out for in 2020:

1. Transformational travel

Considered the buzzword of the year, transformational travel marks a shift away from consumers wanting personal possessions or luxury goods, but instead wanting to invest their money in “things that give them experiences”, said Pritchard.

Cruise holidays, in particular, offer people the chance to experience something new and unique, from incredible on-board facilities and amenities to far-flung destinations. With people wanting more adventurous holidays, there has subsequently been a significant rise in expedition cruising to cater to this growing demand.

As Silversea’s UK and Ireland MD Peter Shanks noted at the ABTA conference, the best ways to sell these types of cruises is for agents to become “experts” in the destination.

“You should start by talking about the destination,” he commented. “Choose one and become fanatical about it. If you become an expert in expedition cruising, you’ll be able to sell an expedition cruise.”

2. Multigenerational travel

The family travel market continues to be another very important trend in the cruise industry, as highlighted at the ABTA cruise conference. There has also been a gradual increase in multigenerational family holidays, particularly within the cruise sector, which is why cruise lines are now catering to this demand with new family-sized cabins and cruise itineraries that offer fun for the whole family.

MSC Cruises’ newest ship, MSC Grandiosa will offer connecting staterooms that allow up to 10 people to share.

3. Solo travel

Solo travelling has been another key trend for 2019, having grown by 2 per cent in the last year with 17 per cent of people now going on a solo holiday, according to the latest figures.

While more than 85 per cent of solo travellers are female, Pritchard stressed how they range in ages and are interested in adventure travel, which is why agents should target this key demographic.

4. Luxury travel

Luxury travel continues to be a popular trend, particularly in the world of cruising, but as Pritchard noted, there are “many different groups of luxury spenders”, from the established wealthy to the young and aspirational luxury consumers.

It’s therefore important for agents to look at the individual client and learn what their passions are in order to help them choose the right cruise. Read our agent tips for how to sell luxury cruises for further advice.

5. Overtourism

Overtourism has been another big buzzword this year, sparked by the crash in Venice, which resulted in the government calling for a ban on all large cruise ships from entering the city’s grand canal.

Pritchard stressed how “overtourism is a big problem in small locations”, with the likes of Amsterdam, Venice, Barcelona and Dubrovnik being the most prevalent.

With continued advances in technology, Pritchard also believes there will be more apps appearing which will help to distribute people in cities so that they do not get too overcrowded. However, in the meantime, it is “down to the individual tour operators and cities to advise people”.

Princess Cruises’ vice-president and CLIA’s chairman for the UK and Ireland Tony Roberts – who spoke at the ABTA conference about how we can work together to grow the cruise industry further – highlighted how the cruise body is working closely with Dubrovnik’s mayor to stagger ships, so “guests can experience the city in a controlled and managed way”.

6. The rise of the travel expert

Finally, the return of the travel expert is a trend that we will continue to see even more of in 2020. While technology is important when it comes to booking holidays, Pritchard noted how there is “a continued renaissance” in consumers wanting a real-life expert to ensure they make the right decision.

“We are seeing a return of the travel agent and people wanting that expert advice and booking process made simple. Agents can therefore play a big role,” he commented.

For more information, visit abta.com.