Celebrity Cruises has challenged perceptions of cruises by showing potential holidaymakers photos of its onboard facilities without revealing they were taken on a cruise ship.

The line commissioned Mortar Research to carry out a study of 2,029 UK adults last month as part of its campaign to change people’s minds about cruising.

The study found that 77% of people had pre-conceived ideas of a cruise holiday; 41% thought they were expensive, 33% thought they were exclusively reserved for older adults and 22% associated cruises with cheesy entertainment, limited time in a destination and overcrowding.

However, 59% changed their minds once the images were revealed to be from a ship, with 78% of Millennials and 74% of Gen Z participants saying they were open to booking a cruise.

The cruise line called the results ‘ground-breaking’.

Celebrity also launched a four-week Instagram campaign teasing the launch of its newest ship Celebrity Apex, describing it only as a ‘new, pioneering and ground-breaking resort that promised an unparalleled experience that redefined the resort concept’.

On Wednesday (5 July), ‘The Apex Resort’ was revealed to be Celebrity Apex.

The Apex Resort Instagram page will now provide visitors with cruise content.

EMEA Vice President and Managing Director Jo Rzymowska said: “Our aim of teasing Celebrity Apex as a land-based resort was to challenge the perception of cruise holidays and showcase all this innovative ship has to offer.

“By presenting it as a resort experience, we showed that Celebrity Apex combines the best of both worlds: the intimacy of a beautiful resort with the boundless possibilities and breath-taking destinations from a resort at sea.

“From May 2024, holidaymakers can envision countless unforgettable moments as they embark on worldwide journeys seamlessly integrated into an unparalleled resort-style cruising experience.”