As summer holidays approach, new research conducted by Nine shows Australian couples are willing to spend up to $20,000 for an international cruise.

Despite interest rates staying stubbornly high and a sticky cost of living crisis, one in four Australians are willing to spend $10,000 each on an international cruising holiday, according to the Aussie Cruising Trends Index – a comprehensive survey commissioned by Nine into the travel habits of Australians.

With wave season well underway 9Travel and Today have joined forces to launch the Aussie Cruising Trends Index, research conducted through the Nine Audience Insights team, which looked at where, when and how Australians are cruising.

More than two in five Nine readers and viewers have been on a cruise, with one in five having cruised more than once. The index found that where they travelled to was more important than the cost when deciding on a cruise holiday. Seventy-eight per cent of respondents said destination was the key factor for them, over duration of the cruise (61%) and price point (54%).

There is a high interest in river cruising and luxury cruises with 41% of readers and viewers respectively looking at those types of cruises for their future booking. 

The Aussie Cruising Trends Index also looked where they wanted to go, with international destinations the top pick – 58% of readers and viewers were keen on an international cruise, with 56% looking at Europe, 43% were interested specifically in Mediterranean cruises, followed by 35% keen on New Zealand, 25% are interested in booking a cruise to Antarctica.

For parents the key factor in deciding to go cruising was having good quality entertainment onboard (65%), while parents wanted to stick closer to home with 59% of respondents picking Australia as their top destination, over the South Pacific (50%) and New Zealand (46%).

Kerri Elstub, Director of nine.com.au said: “The Aussie Cruising Trends Index shows our audience are saving for their bucket list holidays, with one in four willing to spend more than $10,000 each on international cruises. Whether their dream holiday is an Antarctic expedition, a European river cruise or a Disney voyage with the family, the interest in the cruising experience knows no bounds.” 

The research will be rolled out across 9Travel over the next ten weeks – and will be presented on Today in a series of appearances by keen traveller and presenter Sami Lukis. 

Steven Burling, Director of Morning Television, said: “This Cruising Trends Index reveals the experiences that are of interest to Today’s viewers. We know from audience feedback there is a positive sentiment towards cruising, and this research shows Australians are willing to dig deep to find their international cruise dream holiday.” 

For further information, please contact:
Adrian Motte 
Senior Communications Manager – Trade & Publishing 
amotte@nine.com.au

Tuesday, December 3, 2024