Virtuoso has released survey findings that offer a glimpse into the preferences of the world’s savviest cruisers.
Drawing from more than 300 advisors who specialize in cruising, Virtuoso found that 58% believe it will emerge as the strongest tourism sector in 2024-2025, surpassing land-only experiences.
To further illustrate the point, Virtuoso’s 18-to-24-month forward-looking cruise bookings in excess of USD $50,000 have increased more than 100% compared to the same timeframe last year.
Among the cruise categories with the highest anticipated bookings, Premium Ocean has the highest percentage at 34%, followed by Luxury Ocean at 27%, River at 22%, and Expedition at 15%.
A New Wave of First-Time Cruisers
The recent boom in cruise innovation indicates ‘there is a ship and experience for almost everyone.’ Sixty percent of surveyed advisors have observed an increase in first-time cruisers. CLIA also notes 27% of cruisers over the past two years are new to cruising, an increase of 12% over previous years.
Additionally, 62% of Virtuoso advisors have observed that first-time cruisers often turn to them for guidance in planning and booking their sailings, emphasizing the value of travel advisors’ knowledge to the uninitiated.
Elevated Levels of Luxury
Welcoming the surge of first-time cruisers, the industry is abuzz with offerings tailored for those who prefer exclusive onboard experiences. Scheduled to embark in January 2026, Four Seasons Yachts promises a high standard of excellence. The Ilma, the latest luxury superyacht from The Ritz-Carlton Yacht Collection, is undergoing final preparations for its inaugural voyage from Monte Carlo to Rome this September. With its first vessel already cruising and the second scheduled to set sail in August 2024, Explora Journeys’ floating hotels will expand itinerary offerings.
Shifting Demographics
Fifty-nine percent of advisors have noticed a demographic transformation underway in the cruise industry. Of this group, 36% attribute the shift to an increase in bookings from Millennials and Gen Z. Supporting this trend, CLIA’s research indicates a promising future for cruising among the younger demographic, with 81% of Millennials and 74% of Gen Z who have recently cruised expressing intentions to cruise again.
Twenty-seven percent of Virtuoso advisors attribute the changing landscape to an increasing preference among families for cruising, while an equal percentage (27%) have observed a rise in female solo cruisers.
Dynamic and Diverse
Advisors report their clients’ cruise itineraries reflect a variety of motivations, ranging from adventure and exploration to cultural immersion and personal fulfillment. The traditional waters of Alaska and the Caribbean remain popular, while there’s growing interest in more remote expedition cruises to places like Antarctica, Iceland, the Galapagos Islands and even the North Pole. Japan and West Africa are attracting cruisers seeking immersive cultural experiences. The introduction of new seasonality for cruise itineraries, such as winter Mediterranean sailings, is a great way to explore popular destinations without crowds, often at a better value.
Cruising Into 2025:
Surveyed advisors identified the top five cruising trends they believe will continue into 2025:
- Destination immersion with more nights in port or overnights on land
- Cruising to cold-weather climates (Alaska, Antarctica, the Arctic)
- Solo cruising
- New seasonality for itineraries
- Increased demand and luxury offerings for multigenerational cruising
“This is an exciting and transformative time in the cruise industry,” said Melissa Araya, vice president of cruise at Virtuoso.
“Cruise has some of the most loyal, repeat passengers, and then we also have these newcomers who are embracing cruising with such enthusiasm. With new lines and new vessels coming into the market, there are so many more options and such a wide variety of itineraries to choose from. Virtuoso advisors understand their clients on a deeper level, and they are masters at matching the client to the right type of cruise. Even those who never considered cruising before can do so with confidence, venturing into new territory with the comfort of a trusted ally by their side."
