Virtuoso has released survey findings that offer a glimpse into the preferences of the world’s luxury cruise passengers. Drawing on the insight of more than 300 professional travel advisors who specialize in cruising, Virtuoso found that 58% believe it will emerge as the strongest tourism sector in 2024-25, surpassing land-only experiences.
To further illustrate the point, Virtuoso’s 18-to-24-month forward-looking cruise bookings in excess of $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 takes the lead at 34%, followed by Luxury Ocean at 27%, River at 22% and Expedition at 15%.
The following are key insights sourced from a survey conducted among travel advisors in the Virtuoso cruise community:
First-time cruisers: 60% of surveyed advisors have observed an increase in first-time cruisers. According to a recent survey by Cruise Lines International Association (CLIA), 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 luxury: New are set to offer a touch of style and sophistication, including the launch of Four Seasons Yachts in 2026. Meanwhile, the eagerly awaited 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. And with its first vessel already cruising and the second scheduled to set sail in August 2024, Explora Journeys’ floating resorts aim to redefine luxury at sea with unrivaled space and privacy.
Shifting demographics: 59% 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. 27% 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 and 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.
Personal passions also play a role in shaping travel choices, such as Australia’s Kimberley region for photography enthusiasts and Ireland for travellers looking to reconnect with their ancestral heritage. Additionally, the introduction of new seasonality for cruise itineraries, such as winter Mediterranean sailings, is a savvy way to explore popular destinations without the crowds, often at a better value.
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, VP, 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.”