Demand for cruises remains strong for 2026, with clear signs that younger travellers and luxury consumers are reshaping the industry, according to research from Internova Travel Group, with new data from the leading travel service company revealing rising interest in luxury yachts, short cruises and expedition voyages.
Amongst its portfolio, Internova includes 6,000 travel agencies globally (including Travel Leaders Network and Nexion) that employ 10,000 travel advisors.
While traditional ocean cruises remain the most popular option, travellers are increasingly branching out into new formats – from short getaway cruises to high-end expedition voyages to remote destinations around the world, including Antarctica, the Arctic and the Galápagos, reports Internova.
The findings are based on analysis of millions of travel bookings and a survey of 4,000 North American travellers across generations and income levels and are detailed in The Internova Index: North American Traveller Insights, Internova Travel Group’s proprietary research report.
Younger travellers
Although cruise vacations have historically been dominated by older travellers, the research shows a notable rise in interest among Millennials and Gen Z.
Travel advisors across Internova’s portfolio report that these younger travellers are often new to the experience and are seeking voyages under five days, making cruises more compatible with busy schedules and limited paid time off. Short cruises serve as an easy, affordable and convenient entry point while offering a variety of experiences.
“Shorter cruises are opening the door for a new generation,” said Henry Gilroy, Executive VP, Strategy, at Internova Travel Group. “These travellers want flexibility and quick getaways.”
Luxury
The Internova Index also reveals a significant broadening of traveller interest in high-end cruises. One-third of travellers surveyed expressed interest in luxury yacht cruises and expedition-style voyages, with demand particularly strong among affluent and adventure-seeking travellers. These trips attract travellers seeking small-ship intimacy, immersive itineraries and access to far-flung destinations.
“Expedition and yacht-style cruising is one of the fastest-growing segments we’re seeing,” Gilroy noted. “Travellers are willing to pay more for exclusivity, access and once-in-a-lifetime experiences.”
Price index
When it comes to prices, the Internova Index shows shifting dynamics across the cruise market. Prices for expedition cruises have risen the most, reflecting high demand and limited capacity.
Other cruise products have seen price increases, albeit at a more moderate level. For those looking for lower cost cruises, the increase in shorter duration itineraries offers an affordable alternative.
Mainstream
Despite the growth of new styles, mainstream ocean cruising remains the largest and most loyal category, with Boomers making up a strong share of customers. These travellers, who often have more flexibility, continue to favour longer itineraries.
Across all cruise categories, travellers are increasingly booking through advisors, adds Internova, valuing their expertise when it comes to cabin selection, ship amenities and navigating an increasingly complex array of offerings. Travellers also seek guidance on lesser-known yacht and expedition brands and value personalized recommendations based on their travel style, as well as the support advisors provide in the event of itinerary changes or disruptions.
“Cruises have become more diverse and complex,” Gilroy said. “Travellers want expert insight to help them find the right ship, cabin and itinerary for their needs.”
For the full report or for more information on Internova Analytics and Consulting, please visit www.internova.com/research.
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