Value will be a key focus for lines, as will capitalising on pent-up demand for cruise from both repeat and new customers, particularly with many companies putting on strong ex-UK offerings for 2023 and 2024.

Speaking to TTG, Jo Rzymowska, outgoing vice-president and managing director EMEA of Celebrity Cruises, says the line is "confident" for the year ahead after "record-breaking" Black Friday campaign sales.

"We are conscious people may continue to be cautious," Rzymowska admits. "However, external factors haven’t dampened guests’ desire for incredible cruise experiences."

According to Clia, cruise booking intent is exceeding pre-pandemic levels, with 84% of cruisers looking to sail again, and two-thirds (67%) of those yet to cruise now open to a holiday on the water.

"Value for money is more prominent than ever," Rzymowska continues. "But we know the huge selection of dining options, bars, high-octane entertainment and world-class spas makes cruise a compelling choice."

Steve Williams, UK and Ireland sales director for MSC Cruises, highlights how prices remain "incredibly competitive",  but still "very attractive" due to the variety of options offered by cruise that can be tailored to a wide range of budgets.
 
"I believe this will be our biggest wave season ever, continuing to build on the incredible demand we have seen for our cruises in 2022," he tells TTG.

"Year-round ex-UK cruises will continue to be our most popular sailings with a wide and exciting range of itineraries from Iceland to the Mediterranean."

MSC managing director UK and Ireland Antonio Paradiso adds the line hasn’t adjusted UK capacity in response to the economic downturn. "As we have shown time and again, even through difficult times, we remain committed to the UK market," he says firmly.

"We have doubled our capacity in 2022 by having our flagship, MSC Virtuosa, sailing from the UK – not only in the summer but year-round."

At Royal Caribbean International, sales remain "buoyant" despite the UK enduring a period of political and economic "uncertainty".

"This is perhaps an indication that our guests will prioritise holiday spending amid the current cost of living pressures," says vice-president EMEA, Ben Bouldin.

"While we can never know for certain what lies ahead of us, we remain hopeful will surpass 2019 sales levels next year."
 
Meanwhile, Avalon Waterways chief executive Giles Hawke tells TTG demand has not been dampened by the cost of living crisis, with consumers proving "largely unperturbed" as Avalon’s average sales prices continue to top both 2022 and 2019 levels.

"It does seem the luxury end of the market is the least, and last to be, affected by negative trends in the economy, and we are having that experience currently," he reflects.

"The instability in government has settled a bit, so we’re expecting our customers to feel more comfortable making longer term plans and financial commitments. I hope we see some degree of stability and a reduction in the external crises affecting consumer confidence and our ability to deliver amazing holiday experiences."

Lucia Rowe, A-Rosa’s UK and Ireland managing director, believes consumer behaviour has shifted, particularly planning and booking times, a trend she believes will make it hard for the sector to focus on specific wave periods.

She highlights how the current economic situation has "without a doubt added additional worry" for consumers, worry that is not confined to spending on travel. 

"We’ve had the rise in fuel and energy costs, which of course have direct implications for the travel industry – plus there is the cost of hiring and keeping good people," Rowe continues.

"As much as cruise operators are trying not to pass these costs on, prices all around us are rising so it will have an impact on operating holidays and offering the same level of quality that people are used to from operators."

‘Booming sales’

Jamie Loizou, managing director of AmaWaterways, reveals the line’s clients are yet to be impacted by rising costs, with next year’s average booking values surpassing pre-pandemic levels.

"We are very optimistic for a strong wave period and predict this will surpass previous years," he states confidently.

"Hotel prices across Europe are increasing and the exchange rate is not in our favour, which makes a European river cruise even greater value for money.

"The value proposition for guests and the earning potential for agents is excellent, which will drive forward the entire sector."

Agents are gamely tapping this earning potential; David Smith, managing director of Hassocks-based The Cruise Line, echoes Loizou’s comments, with the luxury specialist agency’s guests yet to be unduly impacted by the current economic climate.

"Our booking numbers are about 5% up, and spending is at the same level – and in some cases much higher – than what we saw in 2019," he reveals.

"I feel there’s so much opportunity for further growth, and it really feels as if we’re making strides into the future rather than dealing with the effects of the past two years."

Travel Counsellor Emma Otter, who has a significant cruise clientele, adds she has seen a healthy mix of new-to-cruise customers and returning clients for 2023. "I’m excited about cruising in general for next year – cruise sales are booming again.

"There’s been a good mixture of those that love cruising and are glad to be back on the high seas again, and new-to-cruise customers who have yet to discover the joy of cruising and the value it represents."