2024-11-12 06:00:00
According to the Simon Kucher Cruise study, environmental concerns are a main reason for disinterest in cruises. Millennials in particular fear negative impacts on nature. Nevertheless, almost 70 percent of Germans are considering a cruise, and one in four are even very interested. A possible explanation: Around 80 percent are willing to compensate for CO2 emissions. On average, German cruisers are willing to pay 19 percent of the travel price for CO2 compensation; vacationers under 44 would even pay a quarter more. In order to be more sustainable, a large proportion would also do without pools, buffets and unlimited dining options.
- 25% of Germans are very interested in taking a cruise; 31% have little interest
- Environmental concerns (51%) a key reason for disinterest in cruising, especially among Millennials (73%)
- 79% are willing to offset the CO2 emissions of their cruise
- On average, German vacationers are willing to pay 19% of the travel price for CO2 compensation
- People under 45 would even invest around 25% of the travel price in CO2 compensation
- Most cruisers would miss out on pools, buffets and unlimited dining options
No cruise for the sake of the environment? According to the Simon Kucher Cruise study, environmental concerns are a main reason why Germans do not plan cruises, at 51 percent. Millennials in particular are critical of the impact on nature. Nevertheless, 44 percent are moderately interested and 25 percent are even very interested in setting sail with Aida, Costa or TUI. Only 33 percent are not interested.
“Despite environmental concerns, Germans remain cruise fans!”
“Ecological awareness is increasing,” summarizes Alexander Dyskin, Senior Director at Simon-Kucher. But that doesn’t necessarily lead to fewer cruise bookings. “Despite environmental concerns, the Germans remain cruise fans! And would rather make compromises than give up traveling at sea.”
“Millenials and GenZ are setting new standards”
The majority (79 percent) are willing to compensate for the CO2 emissions of their cruise. On average, German vacationers are willing to pay 19 percent of the travel price for CO2 compensation. Those under 44 would even invest around 25 percent of the travel price in CO2 compensation. “For Millennials and GenZ, sustainability is much more natural,” says Dyskin.
More sustainability instead of pool and buffet
Particularly exciting: In order to make cruises more sustainable, holidaymakers are willing to give up the comfort and certain services they are used to. Around one in two people (49 percent) would forego buffets and unlimited dining options, and even more people would even forego air conditioning (55 percent), pools (65 percent) and entertainment options (68 percent).
No disposable items for quick results
Does this mean that cruises will soon take place without pools and buffets? “That is unlikely,” explains Alexander Dyskin. “Cruise providers should also optimize these points and make them more sustainable. Quick successes can be achieved by avoiding printed materials, disposable toiletries, daily towel changes and daily housekeeping. Cruise travelers show a particularly high level of acceptance here if this makes their trip more sustainable And that might even attract millennials.”
*About the study: The Simon-Kucher Cruise Study 2024 was conducted by Simon-Kucher via crowdsourcing in April 2024. 879 private individuals from Germany and Great Britain were surveyed about travel behavior, booking criteria, preferences and perception. The press release refers to the results of the 439 people surveyed in Germany.
In-depth information and infographics in print quality (for media and partner companies only) are available upon request. In a few weeks, the study results will be available for download on simon-kucher.com.
About Simon Kucher
Simon-Kucher is a global management consultancy with more than 2,000 employees in over 30 countries. Our focus: “Unlocking Better Growth”. We help our customers grow “better” by optimizing every aspect of their business strategy, from products and pricing to innovation, digitalization, marketing and sales. With around 40 years of experience in monetization and pricing, we are considered a global leader in pricing consulting and business growth.simon-kucher.com
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**Interview with Alexander Dyskin: Understanding the Future of Cruising Amid Environmental Concerns**
**Editor:** Thank you for joining us, Alexander. Your recent study reveals some interesting insights about Germans’ attitudes toward cruising, especially in the context of environmental concerns. Can you summarize the main findings?
**Alexander Dyskin:** Absolutely, and thank you for having me. Our study shows that while environmental concerns are a significant barrier to interest in cruising—51% of respondents cite this as a reason for their disinterest—it’s worth noting that nearly 70% of Germans are still considering taking a cruise. Of those, 25% express strong interest, which highlights a paradox: the love for cruising remains strong despite these concerns.
**Editor:** That’s intriguing. What specifically are Millennials concerned about when it comes to the environmental impact of cruising?
**Alexander Dyskin:** Millennials, in particular, are quite critical; 73% of them express environmental concerns. This generation is more aware of the impact of their travel choices on nature, which influences their decisions. However, the data also shows that this awareness hasn’t led to a complete rejection of cruises. Instead, many are looking for ways to mitigate their environmental footprint while traveling.
**Editor:** It seems there’s a willingness to compromise for sustainability. Can you elaborate on what that looks like?
**Alexander Dyskin:** Certainly! Our findings indicate that 79% of Germans are open to compensating for the CO2 emissions of their cruise. They’re willing to pay, on average, about 19% of the total travel cost for this compensation. Even younger travelers under 44 show an even higher willingness—around 25%. Interestingly, many are ready to forgo traditional cruise luxuries like pools, buffets, and unlimited dining to promote sustainability.
**Editor:** That’s a notable shift in priorities. Why do you think younger generations are more inclined to prioritize sustainability over luxury?
**Alexander Dyskin:** For Millennials and Gen Z, sustainability is becoming an intrinsic part of their lifestyle. They see it as a natural expectation rather than an optional add-on. This new standard is reshaping the cruising industry, pushing companies to innovate and become more eco-friendly.
**Editor:** What does that mean for the future of the cruise industry?
**Alexander Dyskin:** The industry will need to adapt. As travelers are willing to make sacrifices in comfort for sustainability, cruise lines will have to find a balance—offering eco-friendly options while still providing engaging experiences. The key will be to innovate around sustainability without losing the essence of what travelers enjoy about cruising.
**Editor:** Fascinating insights, Alexander. Any final thoughts on how the industry can move forward?
**Alexander Dyskin:** The focus should be on collaboration between cruise lines and travelers. Cruise companies can look at how to invest in green technologies and practices while consumers can continue to advocate for sustainable travel choices. Together, they can ensure the industry evolves in a way that honors both our love for travel and our commitment to protecting the planet.
**Editor:** Thank you, Alexander, for sharing your insights on this important topic. It’s clear that the future of cruising will be shaped by these new attitudes towards sustainability.
**Alexander Dyskin:** Thank you for having me!