The survey by Cunard of 2,000 UK respondents – who were a mix of seasoned cruisers and those yet to experience a holiday at sea – was unveiled on Sunday (14 May) by the line’s acting senior vice-president Angus Struthers at the 2023 Clia Conference.

According to the data, 31% of people would now prioritise their annual holiday over any other big annual household purchase, beating all other options including home renovation (17%) and a new car (9%).

It also found more than six in 10 (63%) people believe being able to see a variety of locations is the strongest draw for a luxury sailing, while 60% feel cruise holidays leave guests with "memorable stories and new friends".

Just over half (51%) believe a world voyage is the "ultimate experience" for any traveller and 48% said cruise holidays are a good option for solo travellers.

Only four in 10 Brits have decreased their holiday budget this year, and 61% of respondents with an income of £55,000+ per year have a stronger desire to travel now than in 2019.

Struthers said: "Our survey is a fascinating insight into the views and sentiment of the luxury cruise market consumer.

"By sharing the key themes we uncovered, agents can generate the bookings that will ensure their customers set sail on a luxury voyage, and come back for more when they are ready to travel again."