Research by TUI’s Marella Cruises has found that over 60% of the UK is planning a summer holiday abroad this year, despite cost-of-living concerns for as many as one in five (20%) of Brits who say they cannot afford to go away for a break.
The cruise line says in a press release that its comparison tool aims to tackle perceptions held by 78% of people who believe other holiday types are better value than cruises. Nearly half (46%) of respondents said they would be “open” to taking a cruise if they “could compare the costs more easily.”
Over 60% of Brits asked said they “are not fully aware of what an all-inclusive cruise includes,” Marella found, and just over half (51%) were unaware that flights are part of the package. Over 70% did not know that transfers are typically included as well.
As a result, Marella has launched an All Inclusive Cruise Calculator showing the purported value of going all-inclusive and the savings the firm claims can be made. The free tool compares the cost of sailing with Marella with other unnamed competitors, and highlights the savings to be made by booking an all-inclusive break.
Involving a handful of steps, the online comparator asks would-be holidaymakers to choose a destination between the Caribbean, the Mediterranean, and the Canary Islands. It then asks a series of questions about flights, meal preferences, drinks consumption and entertainment options, before generating a comparison between Marella’s offer and that of other firms.
Travel influencer Chelsea Dickensen, who styles herself a ‘Cheap Holiday Expert’ backs the calculator, saying: “All inclusive holidays are back in fashion with searches for stress-free escapes sky rocketing by 60% year on year. And it’s not just resorts seeing the love, with cruise holidays expecting to surpass pre-pandemic levels by reaching 37.1 million passengers in 2025. However prices are on the rise too, with the average package holiday prices rising 4.2% compared to 2024.” She points out that “hidden costs” such as “flights, transfers, meals, drinks and tips” come as a “standard” part of the package with Marella.
Dickensen is not off the mark. BBC research shows that the cost of all-inclusive holidays is up year-on-year amid rising demand, including among Gen Z holidaymakers. Chris Hackney, Marella’s Managing Director, said, the calculator “allows customers to see the value for money we provide to our customers. With all-inclusive at the heart of our cruise holidays, we provide an exceptional end-to-end service which includes flights, transfers, tips and accommodation rolled into one price. As well as entertainment, food and drink offerings and fantastic service. We hope the tool helps new to cruise customers who are looking for alternative holidays consider a cruise holiday this summer and beyond.”
