A new international study of prospective cruisers reveals the segment’s prioritization of iconic destinations, bundled value and wellness-focused experiences. The comprehensive report examines the attitudes, motivations and behaviours of these travellers from Canada, the U.S., U.K., and Germany – countries that together represent more than two-thirds of the global cruise market.
The ‘Portrait of International Cruise Travellers’ study from MMGY Travel Intelligence (in partnership with Travelzoo) provides a thorough exploration of how prospective cruisers plan, prioritize and book their vacations, revealing critical insights for travel sellers to tap into this evolving segment.
With 19% of survey respondents already booked for 2025-26 cruises – and 55% likely to book – the industry is poised for continued growth. Ocean cruising remains the dominant choice, with expedition and river cruises gaining in popularity.
“Even in times of economic uncertainty, one thing remains clear: Travellers are prioritizing meaningful, memory-making experiences – and cruising continues to be a powerful part of that equation,” said Katie Briscoe, CEO of MMGY Global. “This study reflects a pivotal shift in traveller mindset.
“Today’s cruise travellers are motivated by value, personal well-being and immersive itineraries that go beyond the expected. To win their consideration, (those who market cruises must deliver more than a destination – they must create journeys defined by simplicity, flexibility and a true sense of discovery.”
Key findings of the study include:
Cruises are inherently luxurious – Overall, 43% of travellers already view a standard cruise as a once-in-a-lifetime or luxury experience. The study also unveiled that luxury is defined differently across markets; American travellers prioritize premium suites and fine dining, while younger generations value cutting-edge technology and design.
Cost and value remain critical considerations – Across markets, the perception of value for the cost remains the top barrier to cruise bookings. On the other hand, bundled offers, early booking discounts and extended time in destinations are strong motivators for travellers seeking affordable cruise options.
First-time cruisers seek convenience – All-inclusive pricing, bundled flights and shore excursions offer peace of mind and simplicity, which are especially appealing to those who have never cruised before.
Domestic vs. international travel patterns – While Europeans have been the most active international travellers post-pandemic, 38% of U.S. travellers have remained domestic in their trips. Canadian travellers take a more last-minute approach, with 70% booking domestic vacations within three months of departure, compared to just 59% of U.S. travellers.
Solo voyages and cruising with friends on the rise – While partners and families make up 3 in 4 cruise travel parties, around 20% of travellers are interested cruising solo or with friends, indicating an emerging opportunity for new cruise formats.
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