Price is the most influential factor for the new-to-cruise market when booking a cruise, according to a new study

A survey of almost 700 customers by cruise specialist cruise.co.uk found that among those yet to book a cruise, a lower starting fare or special offer would tempt 28 per cent of respondents to book, while a further 24 per cent said all-inclusive pricing would encourage them to commit.

New destinations (15 per cent) and enhanced options for solo travellers (9 per cent) were also named as key decision-makers.

The research also found that the Mediterranean is still the UK’s number one choice for a 2026 sailing (23 per cent), followed by the Caribbean (19 per cent). Northern Europe (11 per cent), Asia (8 per cent) and Australasia (7 per cent ) complete the top five, reflecting continued interest in both traditional favourites and long-haul exploration.

When it comes to booking motivations, the leading driver is the ability to visit multiple destinations, cited by almost two in five respondents (39 per cent). This is followed by value for money (21 per cent), onboard facilities (10 per cent), relaxation with family or friends (9 per cent) and celebrating a special occasion (6 per cent).

Ship size continues to play a defining role in consumer choice. Mid-size ships carrying 1,001-2,500 guests are the most popular for 2026 (41 per cent), followed by large ships with more than 2,500 guests (34 per cent). Smaller vessels appeal to 15 per cent of respondents, while 9 per cent favour 4,000+ guest mega-ships.

Tony Andrews, managing director of cruise.co.uk, said: “The strength of demand for both classic Mediterranean sailings and long-haul itineraries shows just how broad the appeal of cruising has become.

“As we look ahead to 2026, travellers can expect more ships, more choice and more ways to tailor a cruise to their preferences. The market has never offered so much variety – there really is something to suit every taste and budget.”