The cruise market in Italy is undergoing a transformation phase marked by a substantial price increase that reflects a strategic upgrade in the offering.
The Ticketcrociere Observatory detected an average increase of +60% in the purchase cost of a cruise over four years. The analysis notes that the average cost per person in the Italian market reached 1,314 euros, recording a strong jump compared to the 819 euros in 2021 (the post-Covid relaunch phase for the sector). The average expenditure per single booking reaches 3,093 euros, marking a total increase of +49% in the same period.
The increase cannot be explained solely by inflation, but indicates a profound qualitative change according to Nicola Lorusso, CEO of Taoticket, the travel company specialized in cruises that promotes this Observatory. “We are witnessing,” he states, “a veritable upgrading of the cruise product. Companies are investing in state-of-the-art ships with premium services and passengers are willing to spend more for increasingly curated and personalized experiences.”
The current propensity for comfort is evident in accommodation preferences: balcony cabins are almost on par with inside cabins, while the suite segment (part of the luxury demand) is constantly growing.
The analysis, which continues on the side of the cruiser’s identity and their travel destination preferences, highlights a multi-generational market that surpasses the cliché of the “elderly cruiser.” The 46-55 and 56-65 age groups are the most active, with a female prevalence. Couples remain the majority of travelers (over 50%), followed by families.
On the destination side, the Western Mediterranean holds absolute leadership, with a preference for the Italy-Spain-France route. The reverse route follows in appreciation and in third place is the eastern Italy-Greece-Turkey route. More complex multi-destination itineraries are also emerging, such as Italy-Malta-Spain-France.
Among the departure ports (home port), Genoa maintains the top spot, followed by Civitavecchia. The most significant novelty is the rise of southern ports: Bari takes third place with remarkable growth, while Naples and Palermo record marked increases. This geographical rebalancing is strategic on the part of the companies and aims to bring ports closer to passengers’ residential areas.
Looking to the future, Lorusso concludes that the challenge will not be quantitative, but qualitative: companies will have to de-seasonalize flows, attract new segments and invest in environmental sustainability to remain competitive globally.
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