GlobalData said industry revenue from cruise intermediaries in 2021 increased by 65% year-on-year from $11.8 billion to $19.5 billion. However, cruise passengers have increased at a significantly higher rate, with Clia figures showing cruise tourism up by 95% from 7.1 million to 13.9 million passengers over the same period.
The firm, though, does not think the trend is irreversible.
Craig Bradley, GlobalData associate travel and tourism analyst, said: “Unlike other sectors in travel and tourism, the percentage increase in revenue for specialist intermediaries is not correlative with cruise passenger growth in 2021, suggesting that cruise tourists now prefer to cut out the middle-man and book directly with the cruise line.”
Bradley added: “There is a whole list of reasons why travellers now prefer to go direct, all of which are a result of the pandemic. Some want more flexibility and peace of mind, while others have had their confidence damaged due to poor customer experience, particularly dealing with refunds.
“Furthermore, the skills shortages in the industry are also problematic, with many cruise sales agents laid off during the pandemic and subsequently moving into different careers.
"However, these issues are all fixable, indicating that this may be just a temporary shift, but cruise intermediaries must act now to ensure they can capture demand in 2022.”
Despite GlobalData’s findings, cruise agents are also upbeat, with Cruise.co.uk reporting strong interest from clients. A poll of more than 1,200 of its customers found 73% of people who sailed on a cruise last year have already booked at least one 2022 cruise. Of those, almost half will be back onboard within the next six months.
Tony Andrews, cruise.co.uk’s deputy managing director, said: “We are very encouraged by these figures, which clearly demonstrate the majority of cruise passengers are keen to get back on the water.”
A total of 61% of bookings made in early 2022 depart from the UK on domestic or overseas sailings, compared to 50% for the same period two years ago.
Andrews added: “Cruise lines really have gone above and beyond to make certain guests still enjoy all the trappings of a break onboard, while ensuring onboard health and wellbeing measures offer the assurances people are looking for.
"And the success of last year’s round-Britain season means we are seeing demand from both seasoned cruisers as well as guests who sailed for the first time.”
