Over a third (34%) of respondents globally have said they are still interested in news about a brand’s sustainability initiatives, despite the ongoing COVID-19 pandemic, according to GlobalData’s Coronavirus (COVID-19) Consumer Survey. This highlights the importance of cruise companies not taking their focus off of sustainability targets that they have worked so hard towards.

Ben Cordwell, Travel and Tourism Analyst at GlobalData, comments: “The main priority for cruise companies at this moment is survival. This will rightly be the main focus until a sense of normality returns to the industry. However, companies need to be aware that throwing all their resources at this challenge could have serious repercussions in the long term.”

Increased technological advances mean that cruise ship operators are able to use cleaner fuels to curb emissions and reduce the cost of fuel. Digital capabilities were on course to progress and allow capabilities such as the analysis of weather conditions and the optimization of propulsion rate and speed.

Cordwell adds: “As the general public’s awareness of environmental damage increases, some travelers are likely to be reluctant to go on a holiday with a large carbon footprint. Therefore, it is essential that cruise companies continue to invest in sustainable technology to ensure they continue to attract customers in the years to come.”