What are cruisers looking for as they set sail in 2025? We ask six industry experts what’s trending
1. Coolcation cruises
Tony Andrews, managing director, Cruise.co.uk
“One of the main trends for 2025 has been rising interest in ‘coolcations’, with a recent passenger survey naming the Norwegian fjords, Alaska, Iceland, Greenland, Antarctica and the Baltic Sea the most compelling alternatives to traditional sun-soaked destinations. That said, we expect the Mediterranean, northern Europe and the Caribbean to again lead the way as the most popular destinations for UK cruisers in 2025, which will be another strong year for passenger growth.
The other key trend is a fall in the average age of cruise customers. It’s down by 11 years since 2019, prompted by new ships and itineraries with activities that appeal to all ages and tastes. As cruising attracts an ever-more diverse new audience, we expect this trend to continue.”
2. Value for money on cruises
Lee Haslett, chief commercial officer, Celestyal
“As we head into 2025, we’re seeing cruise travellers prioritise authentic destination immersion, seeking deeper connections with the places they visit and opportunities to travel like a local. Small to mid-sized ships like ours have the flexibility to call at lesser-known ports alongside marquee destinations.
Celestyal’s four-night Iconic Aegean cruise, for instance, takes in the well-known islands of Mykonos and Santorini as well as hidden gems such as Patmos and Heraklion.
Value for money is another key driver, with travellers looking for high-quality at competitive prices. Agents have seen huge demand for our Desert Days sailings in the Arabian Gulf, which start from £469 for seven days including meals and soft drinks, Wi-Fi, entertainment and gratuities.”
3. Longer cruise durations
Louise Craddock, UK & Ireland sales director, Oceania Cruises
“We are seeing lots of interest in our Grand Voyages, which are three weeks or more, as guests prioritise meaningful travel and [want] to spend longer in various destinations to delve deeper into their culture and heritage.
We have a diverse array of these sailings to the islands of the Mediterranean, the beaches of the Seychelles, the mighty Amazon River and more – and they give our guests the opportunity to explore all corners of the world at their own pace. More overnight stays at various ports and enriching shore excursions enable guests to connect to the authentic experiences of the location.”
4. Expedition cruises
Lynn Narraway, vice-president UK, Europe, Middle East & Africa, Seabourn
“Travellers are increasingly looking for experiences that connect them with their destination. We’ve seen the booking curve lengthen as they wish to research these adventures early on and enjoy the anticipation. Polar (Antarctic and Arctic) voyages remain popular and we are seeing younger, ‘working wealthy’ passengers choose the shorter 11 or 13-day Antarctica voyages.
We’ve also seen more demand for warm-weather expeditions in the less-visited South Pacific islands and Australia’s Kimberley region, where as well as incredible scenery and experiences, travellers can interact with Indigenous communities.
The level of expedition business we are now seeing indicates that guests are prepared to choose an ultra-luxury operator such as Seabourn in order to enjoy the best and most authentic experience possible.”
5. Small ship cruises
Stefan Shillito, managing director, Sovereign Cruise Club
“Many of our wealthier clients with private yachts moored in the Mediterranean during the summer and the Caribbean during the winter are selling up and using the money to spend more time cruising on small, ultra-luxury ships. They are often booking many months at a time in the top suites and enjoying the freedom and significant cost savings this gives them.
It’s a trend we expect to continue as the ultra-luxury lines can offer personal service, large suites and excellent dining, and such a variety of destinations, whereas owning a yacht is getting more and more expensive due to mooring fees, maintenance and running costs, and can be a hassle due to the difficulties of sourcing and retaining experienced crew.”
6. No-fly cruises
Christian Verhounig, chief executive, Ambassador Cruise Line
“Even in the short time Ambassador Cruise Line has been in operation, we’ve seen demand for our no-fly cruises grow and this trend will continue in 2025 and beyond as travellers look for cost-effective ways to explore the world effortlessly and sustainably.
We are also seeing a rise in the number of guests who previously cruised with luxury brands join our sailings as the cost of living continues to increase and play a key role in the holiday decision-making process, especially as inflated airline prices add to the cost of fly-cruises, particularly for those travelling long-haul.
These customers are spending a little less on their holidays but getting an affordable, quality cruise that meets or exceeds their expectations.”
PICTURES: Oceania Cruises; Seabourn/MUnterharnscheidt; Stephen Ambrose
