Why Indians are going crazy about cruises

Road trips have been a rage with Indian travellers for a few years now, but now the winds are changing. The focus has now shifted from the road to the sea. The year 2016 saw cruise tourism get a boost both in terms of volumes and revenue. The Indian traveller is getting adventurous and is open to experimenting and cruise liners are going all out to woo their customers by offering them varied itineraries and larger ships. There are many factors that have led to the popularity of this particular sector of tourism, that is seeing a lot of growth not just in metros but also among people from Tier-II and III cities.

We’ve changed

The Indian traveller today is extremely different from the one that the tourism industry dealt with a few years ago. Says Neelu Singh, CEO & Director, Ezeego1, “Indians don’t like restrictions when it comes to travel which is why cruising appeals to Indian families. There is no fixed schedule or dress code to be followed. It gives one the freedom of choice to vacation in their own style. We have noticed that the trend among the Indian customers is to include a few days of cruising as part of a larger holiday. Indians travelling to Europe and South East Asia also include cruising as part of their land packages.” Adds Nalini Gupta, Managing Director, Lotus Destinations (GSA of Costa Cruises India), “Indians are far more aware now of cruising and are well informed of the various cruising options. They are more willing to consider an itinerary from a more distant port and are also willing to take a longer duration itinerary. Most importantly, they return with happy experiences and go back with family and friends to relive the experience.”

Breaking some myths

Cruise travel was earlier looked upon as an luxurious experience, one that could probably put a dent in your pocket. However, that thought is changing now. Karan Anand, Head, Relationships, Cox & Kings, says, “Cruise holidays are a relatively less explored experience by Indians travellers as it was seen as the preserve of the rich and affluent until a few years back. The myth that cruise holidays are very expensive is breaking slowly with increasing number of middle income travellers taking up cruise holidays every year. In fact, now cruise vacations are seen as  great value for money as it is an inclusive vacation. When people pay for their cruise experience, they know up front what the majority of their vacation will cost. Journeying on a cruise is now an aspiration of many Indian travellers across all age groups, which is quite evident from the rise in enquiries for cruise vacations.” Adds Neelu, “Different travel agents and portals offer a variety of cruising packages suited for each budget and interests. There was little awareness on the offerings. However, with travel companies aggressively promoting their offerings on their website, social media and other marketing platforms, cruise tourism has been getting the right attention.”

The boom 

The industry has seen a steady growth, one that has been noticed by some big players. Manoj Singh, Country Head, India — Norwegian Cruise Line Holdings, says, “In the last few years, cruising has grown at a rapid pace among Indian travellers. Indian cruising industry has seen a double digit growth and is expected to grow at a faster space than any other sector. We have established a network across the region to be ready to service this growth.” And there’s a reason behind this growth. Manoj adds, “The pursuit of the seasoned travellers to seek a different experience is one of the reasons of the growing demand of cruise vacations, which is at present evolving in India. The thrill to be embarking on a journey on the cruise alone carries great aspirational value among Indian travellers. Cruising is now featuring on Indian traveller’s ‘must-experience’ list.”

Vacation time

Unlike other modes of travel, where you can end up spending a lot of time to the place of interest, on a cruise your vacation begins as soon as you get on board. Says Karan, “A cruise is a hassle-free vacation. On a cruise, you pack and unpack only once. There’s no driving around, looking for your hotel or wondering where you should eat next. It’s a destination in itself with a huge variety of events, activities and meals. One can see a show, snooze lazily by the pool, jog, learn, swim, shop, dine indoors or out, explore a port or stay on board. The cruise experience minimises your concerns, melts away your stress and maximises your actual vacation time.” The wide scope that cruise liners offer will also go a long way in determining it’s popularity in 2017. Says Neelu, “The choices include boutique, luxury cruises with globe-trotting itineraries: special interest or exploration cruises specialising in unique destinations. Cruise vacations appeal to all age- groups and that is why they will be popular among multi-generation families who stay in different cities and countries wanting to spend time together.”

Bollywood factor

Movies have often influenced travel trends. Be it everyone planning road trips to Goa after seeing Aamir Khan, Saif Ali Khan and Akshaye Khanna doing the same in Dil Chahta Hai, or Ladakh seeing a tourist influx post 3 Idiots, films have often inspired people’s travel itineraries. In 2015, B-Town saw Zoya Ahktar narrating the story of the dysfunctional family’s crazy antics aboard a cruise liner. The movie was Dil Dhadakne Do that starred Anil Kapoor, Priyanka Chopra, Ranveer Singh and Shefali Shah. Like her previous movie Zindagi Na Milegi Dobara, that brought Spain and the much-famous La Tomatina Festival, on many people’s too-see list, DDD had a similar impact. Neelu says, “Bollywood has a huge following and plays a significant role in promoting a destination or a concept. The movie definitely created the awareness amongst masses and travel agencies witnessed a surge in enquiries and bookings.” Nalini adds, “This movie definitely helped all cruiseliners in India to get demand from families, friends and corporates wanting to bond together.” However, Karan feels that there are other factors that have led to the boom in cruise tourism. He says, “Movies surely have their share of influence on travel decisions, but the primary reason of people choosing cruise holidays is word-of-mouth from relatives, friends, and acquaintances. Great promotional offers, freestyle cruising, world class entertainment, multiple food options, exciting range of sporting and recreational facilities, superb cruise directors and international crew contribute to build people’s interest.”

Looking ahead

A lot more sailing can be expected in 2017. Industry experts say that more than 50 ships are expected to touch Indian shores in 2017. Nalini says, “We were the first to launch sailings of Costa neoClassica from Mumbai to Maldives and back, starting December 16, 2016. While this sailing finishes in March 2017, we will restart our Mumbai sailings in November 2017 or earlier.” Manoj reveals, “Norwegian Cruise Line brand is making a comeback to India with Norwegian Star. One of those offerings include Norwegian Cruise Line’s Norwegian Joy, which we plan to introduce in July 2017.”