Cruise no longer ‘one-size-fits-all’ holiday, Cruise118 research finds  

Cruise is no longer a “one-size-fits-all” holiday as more families and younger holidaymakers opt to set sail.

The assertion came from Cruise118 as the company revealed results of an internal survey of 525 customers ahead of the wave peak booking period.

The poll found that almost 17% are now cruising more with families, with cruise now seen as a “practical and sociable option” for younger households.

Nearly one in five respondents also said that the biggest change they have noticed in recent years is the sheer increase in onboard choice and facilities, according to the World Travel Holdings brand.

This reinforces the idea that modern cruises offer far more than the traditional experience many younger travellers once associated with cruising, according to head of product and commercial Lindsay Haslehurst.

Explaining why the sector is resonating so strongly with a younger demographic, she said: “Cruising is clearly refreshing its image and connecting strongly with a younger audience - and we’re seeing that shift reflected both across the industry and within our own customer base. 

“A new generation of ships from the likes of Royal Caribbean, MSC Cruises, Celebrity Cruises and Norwegian Cruise Line has been a real game changer. 

"These vessels are designed with families and multigenerational groups firmly in mind, offering everything from high-adrenaline attractions and flexible dining to dedicated kids’, teens’ and adults-only spaces. 

“It’s now easier than ever for different age groups to holiday together without compromise.”

Haslehurst added: “That family-first focus is also being reflected across the wider industry, with P&O Cruises introducing new five-berth family cabins, making it even easier for larger families to travel together in comfort. 

“As a result, younger travellers are increasingly viewing cruises as a sociable, great-value alternative to land holidays, especially at a time when many people are looking to maximise value without sacrificing quality or variety.

“At the same time, cruising is appealing to younger travellers in a different way too. The rise of immersive and exploratory itineraries, from expedition-style cruises to lesser-visited and more remote destinations, is attracting a younger demographic eager to travel with purpose. 

"These sailings offer once-in-a-lifetime experiences, access to hard-to-reach locations and a sense of adventure that aligns closely with the values of Millennials and Gen Z, who increasingly prioritise meaningful, experience-led travel.

“These shifts show that cruising is no longer a one-size-fits-all holiday. It has evolved into a flexible, experience-rich way to travel that genuinely appeals to younger generations, whether they’re travelling with family, friends or seeking something more adventurous.”