More than half of recent cruisers are now more interested in premium experiences than they were two years ago, creating a major growth opportunity for the small-ship sector

This was the conclusion from research carried out by Travelzoo in partnership with Tourism Economics, which found small-ship cruising is projected to grow 31 per cent over the next decade, outpacing the 27 per cent growth expected across the wider cruise sector, following a 91 per cent increase in capacity over the past 10 years.

The move towards luxury and experience-led travel is reflected in spending patterns, Travelzoo said, with previous small-ship cruisers spending 17 per cent more on travel annually than the average cruise consumer.

In the UK, 48 per cent of consumers have previously taken a small-ship cruise and a further 34 per cent are prospective customers. One in two of which claim they are likely to book in the next 12 months.

Despite lingering concerns around affordability, travellers are prioritising experience over cost when choosing a cruise. The most important factors according to the data are: itinerary (76 per cent); food and drink (73 per cent); and facilities and amenities (70 per cent).

Travelzoo also found that learning opportunities were a significant driver of the growth in small ship cruising. A fifth of UK respondents said they were drawn to small ship itineraries to see and learn more about destinations, and 16 per cent were enticed by the chance to learn about local wildlife and landscapes.

River cruising, the company said, remains the most established entry point into the small-ship sector. More than a third (39 per cent) of those interested in small ship cruising have already taken a river cruise and 71 per cent of previous small-ship cruisers are highly interested in river itineraries.

While demand is strong, cost continues to limit further growth. In the UK, 57 per cent of consumers cite price as the main barrier to booking, and 36 per cent of previous small ship cruisers say the itineraries are too expensive.

Just under a fifth (18 per cent) of total UK respondents cite concerns about health and physical fitness as a limiting factor, while 17 per cent would prefer larger ships with more facilities.