The Cost of Loving Crisis

Don’t let economic pressures fizzle your spark

  • Princess Cruises commissions study analysing the impact of rising costs on British Dating, dubbing it the ‘Cost of Loving’ crisis
  • The average British couple now spends up to £3,531.20* annually in efforts to sustain their romantic endeavours
  • Try date banking, where you plan for an affordable holiday and get as many dates as possible into a trip away
  • Average date on land costs £136 per couple, but works out at just £26.50 on a Princess cruise

LONDON (31 January, 2024) – A new study is shedding light on the profound impacts of the cost-of-living crisis on romance, revealing insights that reflect the changing dynamic of dating and relationships in Britain, dubbing it the ‘Cost of Loving’ crisis.

In a year marked by inflationary pressures, the traditional dating landscape is undergoing significant shifts, with the cost of dates like dining out, entertainment and nurturing romantic connections rising. According to research, developed by Princess Cruises, the average British couple now spends up to £3,531.20* annually in efforts to sustain their romantic endeavours.

Love, dating and Relationship coach Vicki Pavitt, says: “We don’t have to spend huge amounts of money to keep the spark alive, but it is really important we carve out time for our loved ones, especially amidst stressful times.” Pavitt emphasises practical solutions to nurture intimacy and connection, offering a beacon of hope to couples navigating the challenges posed by the current economic climate.

  1. Create a connection ritual

    Deepen your bond with your partner by creating a ritual that has you regularly connecting with each other in a meaningful way. It could be a weekly gratitude activity where you each take turns to express appreciation for each other, or why not make Monday nights your travel planning night and think of the most romantic place to visit together such as Florence or Santorini, destinations you could visit during a single holiday when on a cruise, only having to unpack once! Another great way to bond is by both writing down the best things that happened from each week on a piece of paper and add each one to a jar. On New Year's Eve empty your jars and reflect on your 2024 highlights together and celebrate an amazing year. Rituals like this are simple and joyful ways to nurture your connection and remind you of your commitment to each other.

  2. Don’t forget to make time for dating

    Whether you’re in a new relationship or have been together forever, making time for dating is essential in cultivating a happy and fulfilling relationship. There are plenty of ways to maintain a vibrant dating life in ways that don’t cost an arm and a leg. You could plan a board game night or bake your favourite desserts together at home. If you love to work out, then try going for a run together and show your partner your favourite running route. Or why not try meditating or making art together. Brainstorm more date ideas like these that cost less than £5 and watch your connection grow. When it comes to dating, the most important thing is the intention of connection behind your dates rather than the money spent.

  3. Switch up your environment

    If you live together, you might hang out all the time but there’s a difference between being in the same room together and spending quality time being present with one another. That’s why having a holiday planned can be amazing as you can look forward to removing your everyday stresses and responsibilities. In the meantime, pretend you are tourists in the place you live one weekend and go and explore - wander around a new neighbourhood, visit your local library and rent books, take a hike, and enjoy the benefits of walking together and sharing the calm and serenity of the outdoors or drive to a great spot to watch the sunset one evening. No matter how long you’ve been together, always stay curious about each other as you grow and change.

  4. Get into the mindset of ‘date banking’

    If holidays are good for the soul, then sharing one with your loved ones enriches the soul of your relationships. New research by Princess Cruises found couples will spend £3,531 a year on dates - that’s £136 per date! So why not put half of that spend towards a holiday and brainstorm the places you’d love to visit and the activities that you’d love to do together. See how many dates you can ‘bank’ for this special time away and watch your excitement grow as you anticipate the unforgettable memories you’re going to share. Princess Cruises transports guests to some of the world’s most idyllic places, including the Amalfi Coast, Rome and Venice Paris, and their all-inclusive prices mean you can get away to multiple incredible destinations In one holiday without spending a fortune. If you choose to embark on a five-night voyage, you could bankup to 30 dates, and with the cost of the cruise, this averages out to be £26.50 per date, meaning it’s a great way to make a saving whilst fostering newfound love and togetherness.

  5. Keeping the romance alive with kids

    If you have little ones around, then why not invite them to join the fun. You could do the connection ritual as a family and keep what you wrote in your jars as a keepsake at the end of the year. Ask your kids what they’re looking forward to seeing most on your next holiday or turn the drive to finding the best sunset spot into a game and see them experience it with wonder and awe. Connect as a family with a themed film night, a night of board games or a bake-off and enjoy strengthening your bond through shared joy and laughter.

  6. Pavitt continues: “From the research, we can see that couples across the UK prioritise time together and keep the spark alive, but due to rising costs this means they can’t always get that special time in to reconnect with each other. Booking an inclusive holiday that you can pay off in instalments, such as with Princess Cruises, will give you a shared goal, something to plan and then when the holiday comes. After the holiday, you will be able to reflect on the great adventures you had too.”

    Nurturing romance amidst the hustle and bustle of modern life comes with its own set of challenges, and new research commissioned by Princess Cruises sheds light on the true cost of maintaining love across Britain. The findings unveil not just expenditures, but also the heartfelt efforts couples make to prioritise connection and intimacy.

    One in two Britons (49 percent) admit they make a huge effort to keep the spark alive as a couple, 31 percent insist it’s important to budget not for the cost of living - but for the cost of LOVING, insisting that every good relationship needs to have money set aside for regular date nights, gifts and weekends away.

    Princess Cruises takes guests to a number of romantic destinations across the globe, including iconic European destinations such as Venice, Rome, Florence, Paris, Amalfi Coast, Greek Isles, Lisbon, Paris, Bruges and Amsterdam.

    Start date banking now and set your sites on a five-night voyage to Hamburg from Southampton in October 2024. Starting from just £399pp you could enjoy upwards of 30 dates included in the cost of your cruise with West End-style theatre shows, Movies Under The Stars, limitless days by the pool, live entertainment and onboard classes to name a few.

    To make it more achievable, take advantage of Princess Pay Monthly, which allows you to spread the cost of your cruise over equal monthly payments, without any extra fees. Book now and you can sail away to Hamburg in October from as little as £50 per person per month.

    Secure your cruise with a low £50pp deposit when booking before March 4, 2024. For more information on bookings, visit or alternatively phone their number directly to grab all the latest deals: 0344 338 8663