The key question for travel agents is no longer whether clients are interested in cruise holidays, but rather where they want to go and who to target for domestic versus international cruises.
Travel consultants are advised to tailor their selling strategies to distinct customer segments.
“The beauty of cruising right now is choice,” said Antoinette Turner, GM at Flight Centre South Africa. “For those looking to skip long-haul flights or streamline their travel plans, local departures offer an incredibly convenient starting point, especially with the calibre of ships visiting our shores. But equally, many travellers are flying overseas specifically to cruise iconic routes in Europe, Asia, and beyond. It’s not about choosing one over the other anymore – it’s about having more options than ever before.”
Local cruising
Domestic cruising is attracting South Africans who prioritise affordability, ease of travel and family-friendly options.
According to Flight Centre’s 2024 cruise stats, couples dominate local bookings at 62%, followed by families (29%), solo travellers (6%) and groups (3%).
For clients watching their budgets or avoiding visa and flight hassles, local cruising is a compelling pitch.
“Time-strapped travellers can opt for one of the immensely popular three- to four-night cruises. They’re ideal for a quick reset without needing extensive leave days,” said Turner.
“MSC has really positioned itself as the go-to family cruise line departing from South Africa,” she added. “Its kids’ clubs, family activities and entertainment options rival anything you’d find on international family cruises, making them perfect for school holiday breaks.”
While many of the same experiences available on international cruises, from balcony cabins to fine dining, are now offered onboard ships like MSC Opera and Azamara Journey, local departures deliver a more accessible price point.
And for South Africans dreaming of Caribbean-style beaches, Turner said there was no need to cross the Atlantic: “Portuguese Island offers comparable white sand beaches and turquoise waters that draw travellers to the Bahamas, but it’s accessible with just a South African passport.”
International cruising
For outbound cruise travellers, a different yet similar target market pattern has emerged.
According to a recent Travel News poll, couples also dominate international bookings (59%), followed by families (32%), solo travellers (4%) and groups (5%).
“We’ve seen a significant uptick in demand for international cruise holidays amongst South African travellers over the past few years,” Sue Garrett, GM of Supply, Pricing and Marketing at Flight Centre Travel Group SA, told Travel News.
“While local departures still perform strongly due to accessibility and affordability, there’s a growing appetite for longer-haul cruising experiences that combine value with cultural depth.”
According to insights from Flight Centre SA’s cruise partners, MSC and Norwegian Cruise Line (NCL), Mediterranean itineraries remain by far the most popular choice for South Africans booking international cruises.
“For MSC alone, close to 80% of their international cruise sales from South Africa are Med-based, spanning both Eastern and Western routes. This is largely due to more affordable airfare into Europe compared with other long-haul destinations like Alaska or Asia,” Garrett noted.
The same preference for the Med is reflected in NCL bookings through Flight Centre SA, although they are also seeing growing demand on Asia sailings and Caribbean routes, particularly among more affluent clients seeking something less conventional than a classic Euro-summer escape.
“What’s especially interesting is how traveller demographics are shifting post-COVID,” Garrett said. “According to NCL’s regional team, the average client age has dropped from 45+ pre-pandemic down closer to 35+. While baby boomers still make up a substantial share, we’re now seeing younger professionals entering the cruise market earlier than before.”
This corresponds with the Cruise Lines International Association’s ‘2024 State of the Cruise Industry’ report, which found that 36% of passengers were under the age of 40. This included 16% below the age of 20 and 20% between the ages of 20 and 39. The average age was 46,5 years old.
Booking behaviour also reflects an experience-driven market. “At least 90% of our NCL clients book balcony staterooms or higher categories. This reaffirms that this segment isn’t necessarily budget-driven but experience-led,” Garrett added.
Thaybz Khan, Head of Commercial at Cruises International, said customers are looking for the best value for money option in their desired destination, and this is what drives their decision. “Clients plan in advance and save towards international holidays, and cruising offers them the opportunity to see multiple destinations in one go.”
According to industry experts, pricing for international cruises varies. A Med cruise with MSC may start from R15 000–R20 000 per person (cruise only), while a luxury cruise with NCL or Cruise Vacations’ portfolio can range from R35 000 (cruise only) to R70 000+ (flights included) per person.
For high-net-worth individuals (HNWI), international luxury cruises offer unparalleled access to remote destinations and boutique onboard experiences.
“In our case, as we represent a luxury and niche portfolio, our passenger demographic tends to be predominantly HNWI between about 50–70 years for classic ships and slightly younger and adventure-seeking for the expedition products,” said Gaynor Galbraith Neill, CEO of Cruise Vacations.
For Cruise Vacations, the Med remains the top seller for this segment, followed by Alaska, Antarctica and European river cruises.
“Our clients like the smaller, more boutique ships, good guest-to-space ratio, convenience, comfort and excellent culinary experiences on and off ship.
“Culinary travel is very popular, as well as active travel – hiking, kayaking, cycling. Wildlife, birding, nature and photography are other favourite experiences,” Neill explained.
