A significant change in holiday preferences is underway as trains, planes and cars face competition from the rising popularity of cruises. According to our newest research, two-thirds (66%) of Brits are seriously considering a cruise for their next getaway.
At a time when cruises are now attracting the likes of major TikTok influencers, and celebrities including Jennifer Lopez, the new data reveals not just a shift in holiday preferences, but also the opportunity it gives people to visit new exotic destinations that they may otherwise not have visited.
The nationally representative poll of 2,223 adults also looked at which destinations people were considering. While the traditional ports of call remained popular, there was strong demand for more exotic and varied locations as well.
The top 10 destinations for 2024 included:
| Caribbean | 17% |
| The Mediterranean | 14% |
| Norwegian Fjords | 11% |
| Greece | 11% |
| Sweden / Norway | 9% |
| Hawaii | 9% |
| The USA | 8% |
| Egypt | 7% |
| Australia | 6% |
| Japan | 5% |
Among the most intrepid destinations, 4% of Brits would be happy to explore the Galapagos Islands on board a cruise ship. The same proportion is interested in both exploring the frozen shores of Alaska, or seeing the penguins down in Antarctica.
For people over the age of 55, the Caribbean (16%), The Mediterranean (16%) and the Norwegian Fjords (14%) emerged as the top three sought-after cruise holiday destinations. Interestingly, older people were also more likely to be the most adventurous, such as Antarctica (6%), and Alaska (6%).
Regionally, people in Wales were most interested in going on a cruise holiday (74%), and ranked locations such as Egypt (10%), the Rhine (8%) and Cambodia and Vietnam (7%), as their top destinations. Following the Welsh, cruise holidays were particularly popular among people living in London (73%) and the West Midlands (70%).
Percentage of people by region that would like to go on a cruise holiday
| Region in the UK | % that would like to go on a cruise holiday |
| Wales | 74% |
| London | 73% |
| West Midlands | 70% |
| North East | 69% |
| North West | 66% |
| Scotland | 66% |
| Yorkshire and The Humber | 65% |
| South West | 64% |
| Northern Ireland | 63% |
| South East | 62% |
| East of England | 59% |
| East Midlands | 44% |
Most popular cruise destinations by region:
| Top cruise destination | Region in the UK | % that chose this destination |
| Japan | North East | 12% |
| Australia | Yorkshire and the Humber | 11% |
| France | London | 9% |
| Galapagos Islands | East Midlands | 8% |
| Germany / The Rhine | Wales | 8% |
| Costa Rica & Panama | London | 7% |
| Croatia | Northern Ireland | 7% |
| Vietnam & Cambodia | Wales | 6% |
| Singapore | West Midlands | 6% |
| The Danube | Wales | 6% |
| Douro River / Portugal | Wales | 6% |
| India | London | 6% |
| Alaska | East Midlands | 6% |
| Antarctica | East Midlands and Wales | 5% |
| Brazil | North East | 5% |
Chris Rolland, CEO at AllClear Travel Insurance commented: “Despite the financial pressures from the cost-of-living crisis, many people are still on the lookout for quality and memorable holiday experiences. Our latest AllClear data revealed that cruise holidays were more likely to be chosen by people who prioritised the importance of wellbeing (74%), quality (73%) and safety (72%) when choosing the style of trip that best fitted their needs. At AllClear, we also stand for these values when helping people get the best travel insurance cover possible for their cruises.”
The online research was conducted for AllClear by Sago research among a representative sample for 2,223 adults.
