Value-Driven Travelers to Steer Cruise Industry Growth, Study Suggests

An international study by MMGY Travel Intelligence in partnership with Travelzoo reveals that 55% of potential cruisers will likely book trips for 2025-2026, indicating a promising future for the cruise industry.

The study included respondents from the U.S., UK, Canada, and Germany, which make up over two-thirds of the global cruise market. Ocean cruising is the favored choice, although expedition and river cruises are gaining popularity.

Booking Trends and Preferences

The survey revealed that 19% of respondents are already booked for 2025-2026 cruises and 55% are likely to book, suggesting that the cruise industry will continue to grow. The research also showed that travelers prioritize value, well-being, and immersive experiences.

Perceptions and Expectations

According to the study, 43% of travelers consider even standard cruises luxurious, once-in-a-lifetime experiences. However, the definition of luxury varies across markets. For American travelers, it’s about premium suites and fine dining, while younger generations appreciate cutting-edge technology and design.

Cost Considerations

The perception of value for cost is the main obstacle to cruise bookings across all markets. However, bundled offers, early booking discounts, and extended stays in destinations are significant motivators for travelers seeking affordable cruise options.

Emerging Trends

The report also identified trends such as increased solo voyages and cruising with friends. While partners and families make up 75% of cruise travel parties, around 20% of travelers are interested in cruising solo or with friends. This trend indicates potential for new cruise formats.

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