A new survey conducted by leading travel insurance provider Allianz Global Assistance found that two-thirds (66 percent) of Americans have never been on a cruise.

 The survey also found that a combined 69 percent of non-cruisers think cruises may be too expensive or suffer from a poor reputation, pointing to the industry’s need to target cost conscious consumers and bolster cruising’s image, said Allianz.

Of those that responded that they have never taken a cruise, 47 percent reported it was because of prohibitive price or cost and 22 percent stated that cruises have a bad reputation or word of mouth.  Others have not taken a cruise because of susceptibility to seasickness (10 percent), fear of getting ill or sustaining injury (8 percent), fear of shipwrecks (7 percent) or claustrophobia (6 percent).

“Cruises represent a significant travel investment, so it’s important that Americans protect that investment when they do book a cruise,” said Joe Mason, Chief Marketing Officer at Allianz Global Assistance USA. “The right travel insurance policy may cover non-refundable payments if a customer has to cancel their cruise due to a reason covered by their policy.  It may also cover the cost to catch up to a cruise if a connection is missed as well as pay for medical bills incurred on board or in port.”