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Cruise holidays uncovered - themed tours, secret sailing and teabags

Press release: 07/07/2015

  • Twice as many Brits now setting sail on cruise holidays compared to five years ago
  • Cruises most popular with 18-34 age group, with one in five setting sail since 2010
  • Almost half of cruise-goers have taken up themed trips, with Brits on board for comedy, music and karaoke
  • Four in 10 have had items lost or stolen — worth an average of £481 — while away

Brits are finding their sea legs, with increasing numbers choosing to set sail for their holidays — and nearly half of cruise-goers taking up trips based on themes like music, comedy or even karaoke, according to new research from LV= Travel Insurance.

The findings reveal that twice as many Brits went on cruises last year compared to five years ago , with around 8.6million adults (17%) finding their sea legs and setting sail since 2010 , at an average cost of £2,370 per trip.

The traditional stereotype of older cruise-goers also appears to be unfounded with cruises now proving more popular among younger adults, with the average age of the contemporary cruiser now 45. In fact, 21% of 18-34s set sail in the past five years, compared to just 9% of 35-54s and 13% of over-55s.

Cruise holidays also reap repeat holidaymakers, with a distinct 'marmite effect' identified. More than half (52%) of those who have ever been on a cruise holiday then go on one or more every year, including 7% who go three or more times annually . However, around a third of people (31%) have never been on a cruise holiday at all and say they would never consider one.

It was also discovered that almost half (43%) of cruise holidaymakers have been on themed trips. These include food and drink (16%), music-based (11%) and comedy cruises (10%). Karaoke-themed trips have attracted 6% of cruise-goers over the past five years, while cruises with religious, murder-mystery or Strictly Come Dancing themes (all 5%) also proved popular. [see Table 1]

However, despite their evident popularity, it would appear there is still some stigma around cruise holidays with one in five (20%) cruise goers admitting to concealing a cruise holiday from others — often because they believe cruises are not seen as 'cool'.

Unfortunately it's not all merriment for some holidaymakers with one in five (19%) suffering from seasickness while on a cruise and around a quarter of all cruisers experiencing more debilitating ailments such as colds/flu, norovirus and food poisoning. It's no wonder therefore that travellers feel compelled to bring home comforts such as teabags (19%), chocolate (14%) and coffee (11%) with them. [see Table 2]

The research also reveals that 13% of cruisers set sail without travel insurance. This is despite the fact that 39% have lost items or had them damaged or stolen while on a cruise, at an average cost of £481 , while one in six (17%) have lost something overboard.

Despite the changing trends, it's still important to look after yourself and your belongings when on a cruise. On average, today's cruiser will pay around £3,000 for their trip and with four in 10 people losing or damaging valuable personal items, the costs can add up so it's important that when planning a cruise, holidaymakers get the most appropriate travel insurance so they and their belongings are protected should the worst happen.

Selwyn Fernandes, Managing Director of LV= travel insurance

LV= travel insurance provides up to £10,000 cover for cruise trip cancellation and, if you're taken ill and require medical treatment on land, it pays up to £1,000 to return you to the cruise . The policy also covers the cost of couriering your belongings if they are delayed by your carrier and your cruise has already left the port.

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For further information please contact:


For further information please contact:

Nicola Hussey, nicola.hussey@lv.com, 020 8253 5238 / 07468 761 128

Notes to editors:

Bespoke research was conducted among 1,002 Brits who have been on a cruise holiday. This research was conducted by Opinium Research in June 2015.

The research also involved omnibus research conducted by Opinium Research. Opinium asked a representative sample of 2,002 UK adults when, if ever, they had been on a cruise holiday, and how they felt about cruise holidays in general.

Table 1:

Top 20 Cruise Themes/Activities among those who have been on a cruise holiday

Percentage

1. Food/Drink

16%

2. Music (e.g. theme of certain band or singer)

11%

3. Comedy

10%

4. Photography

9%

5. Nature/Wildlife

9%

6. TV/Film

8%

7. Fitness/Wellbeing

7%

8. Cycling

7%

9. Fishing

6%

10. Karaoke

6%

11. Hiking/Walking

6%

12. Gambling (e.g poker, casino)

6%

13. Strictly Come Dancing/Ballroom Dancing

5%

14. Charity

5%

15. Religious

5%

16. Murder Mystery

5%

17. Writing

5%

18. Singles

5%

19. Golf

4%

20. Astronomy

4%

Table 2:

Top 20 items from home brought on cruises

Percentage

Mobile Phone/Smartphone

56%

Standalone Camera

38%

Tablet Device (e.g. iPad)

36%

Laptop

25%

Teabags

19%

Towels

18%

Chocolate

14%

Coffee

11%

Hot Chocolate

7%

Pillows

7%

Knitting

6%

Ketchup

6%

Marmite

4%

Breakfast Cereal/Porridge

4%

Ginger

4%

Horlicks

4%

Sausages

4%

Mayonnaise

4%

Baked Beans

3%

Brown Sauce

3%


LV=

LV= employs 6,000 people and serves over 5.7 million customers with a range of financial products. We are the UK's largest friendly society and a leading financial mutual.

When we started in 1843 our goal was to give financial security to more than just a privileged few and for many decades we were most commonly associated with providing a method of saving to people of modest means. Today we follow a similar purpose, helping people to protect and provide for the things they love, although on a much larger scale and through a wide range of financial services including insurance, investment and retirement products.

We offer our services direct to consumers, as well as through IFAs and brokers, and through strategic partnerships with organisations such as ASDA, Nationwide Building Society and a range of trade unions.

Authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. LVFS is a member of the ABI, the AFM and ILAG. Registered address: County Gates, Bournemouth BH1 2NF.