Smaller ships, fewer crowds and special offers are key motivators for cruise.co.uk customers looking to book river cruises, according to a survey by the specialist.
Some 22% of respondents to the research, which polled 650 cruise.co.uk customers, said that the size of the river cruise ship was important to them, followed by the ability to dock in city centres (20%) and the opportunity for scenic sailing routes (16%).
The most influential booking factor was special offers with 78% of respondents saying they were a motivation, with 16% citing personal recommendations. Only 2% said that social media persuaded them to book a river cruise, with 2% saying that traditional media coverage influenced them.
The survey also found that 41% of customers who haven’t been on a river cruise have said they are likely to try one in the next two years, while 49% of those who had already sailed on a river cruise were expecting to take about the same number or more river cruises over the next two years.
Cruise.co.uk managing director Tony Andrews said: “River cruising continues to grab the attention of many travellers. Our research shows that the appeal is very much rooted in the experience itself – smaller ships, scenic routes and the ability to dock right in the heart of cities.
“As with many holidays, value remains a major factor. When travellers see the right offer or promotion, it can provide the final encouragement they need to try river cruising for the first time. And once people experience the convenience and pace of a river cruise, it often becomes a style of holiday they return to again.”
