A poll of 1,000 people carried out by cruise.co.uk found almost half (44%) of respondents describe destination as the "main factor" in their holiday decision-making process.
A quarter of respondents said the price tag was most influential, while a fifth indicated it was the cruise brand that swayed their choice. The specific ship and departure date were lowest-ranking, with 5% of responses each.
The survey also revealed more than 50% of respondents had travelled on three or more cruise lines, and less than 20% stayed loyal to one brand, choosing instead to holiday based on destination and cost.
