Affluent to Rate 19 Cruise Brands in New Survey

The wealthiest 10% of U.S. households, based on net worth, will rate 19 cruise brands, including four river cruise companies, in the new March survey of the American Affluence Research Center. The affluent will also be asked about their experience and familiarity with, and image of, each of the cruise lines.

Accounting for over 3.5 million annual cruisers, the 11.4 million households represented by the survey are an important source of business for the luxury, premium, and contemporary categories of cruises as well as the river cruise lines. To qualify for inclusion in the survey, respondents must have a minimum $800,000 net worth and typically average over $3.1 million net worth and over $300,000 income.

The survey will identify the number of cruises (three nights or longer) taken in the past 10 years by type (ocean cruises and river cruises). This data will reveal the percentage of the affluent that have not cruised, the frequency of cruises among those who have cruised, and the penetration of the affluent market by river cruises.

Data for each of the cruise lines will be analyzed by frequent versus infrequent cruisers and by those with recent experience with the cruise line and those without recent experience, as well as by age, gender, income, and net worth.

For each of the 19 brands, the survey will determine which the affluent:  have cruised with during the past 5 years; are familiar with but have not cruised with; feel are overrated; believe attract status seekers; attract quality oriented travelers; attract experienced travelers; attract value oriented travelers; attract travelers younger than me; and attract travelers like me.

The 19 cruise lines include Azamara, AMA Waterways, Avalon Waterways, Carnival, Celebrity, Crystal, Cunard, Disney, Holland America, Norwegian, Oceania, Princess, Regent Seven Seas, Royal Caribbean, Seabourn, Silversea, Viking River, Uniworld, and Windstar.

The new survey data will be published April 15 in the Affluent Market Tracking Study no. 25. The American Affluence Research Center has been conducting its twice yearly affluent market tracking studies since 2002.

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