As summer holidays near, Australian couples are proving their willingness to splurge on cruising, with new research from Nine revealing that one in four Australians is prepared to spend up to $10,000 per person for an international cruise. Some are even willing to shell out as much as $20,000 for a dream cruising holiday.
Despite persistent interest rate pressures and cost-of-living challenges, the Aussie Cruising Trends Index—launched by 9Travel and Today—uncovers Australians’ passion for cruising. The Nine Audience Insights team conducted the survey, examining when, where, and how Australians plan their cruising adventures.
Key findings include:
- Destination is King: 78% of respondents prioritised where they go over cruise duration (61%) and cost (54%).
- Luxury and River Cruises Shine: 41% of readers and viewers are exploring these premium options.
- International Cruises Lead: 58% prefer overseas cruises, with Europe (56%), the Mediterranean (43%), New Zealand (35%), and Antarctica (25%) topping the list.
For families, onboard entertainment is critical, with 65% of parents citing it as their top priority. Domestic cruising remains popular for parents, with Australia (59%), the South Pacific (50%), and New Zealand (46%) as leading destinations.
The research will be rolled out across 9Travel over the next ten weeks – and will be presented on Today in a series of appearances by keen traveller and presenter Sami Lukis. (Source: Supplied)
Kerri Elstub, director of nine.com.au, highlighted the trend:
“The Aussie Cruising Trends Index shows our audience is saving for bucket list holidays. Whether it’s an Antarctic expedition, a European river cruise, or a Disney family voyage, interest in cruising knows no bounds.”
The findings will feature prominently across 9Travel over the next ten weeks, supported by Today segments with presenter Sami Lukis, showcasing the latest cruising trends.
Steven Burling, director of Morning Television, noted:
“This research reflects the positive sentiment towards cruising among Today’s viewers. Australians are digging deep to turn their international cruising dreams into reality.”
The Aussie Cruising Trends Index solidifies cruising as a major aspirational holiday choice for Australians, with destinations, luxury, and unique experiences driving the trend.