Back Arrivia’s Mark Wilson breaks down the traveler expectations reshaping cruise demand and the growing role of loyalty programs in guiding the journey.
Cruising is entering 2026 with strong demand: 21.7 million Americans are projected to sail on an ocean liner in 2026, a 4.5% increase over 2025, according to AAA. That follows an even larger 8.4% jump between 2024 and 2025, suggesting that while growth is normalizing, interest remains strong. Travelers are sharpening how they evaluate cruise, looking at pricing, inclusions, itinerary routes and the effort required to plan a smooth trip. They’re weighing what feels “worth it,” from onboard amenities to the draw of luxury, wellness or themed sailings, along with the moments that only happen at sea: easy movement between destinations, uninterrupted time together and entertainment that fills the day. These factors shape booking decisions and influence how travelers compare cruising with land-based options.
At the same time, cruise is taking on a larger role in loyalty and engagement strategies, supported by its ability to spark repeat trips and strengthen long-term program participation. Flexible behavior is adding to that shift: interest in shorter itineraries, adaptable payment paths and group or multi-party trips are shaping how often people travel and how quickly they return.
Cruise is becoming a high-value loyalty category, and brands that integrate cruise strategically have a clear opportunity to drive repeat bookings and stronger customer lifetime value. In 2025, arrivia released View From the Cabin, a consumer survey to help brands understand these opportunities. As we enter 2026, Mark Wilson, Senior Vice President of Product Strategy & Operations, Cruise & Tour, expands on those insights to help loyalty brands understand what they should focus on to stay competitive.
(This interview has been edited for length and clarity.)
When you look at AAA’s forecast for 2026, what stands out to you about cruise demand?
What stands out is the consistency. Last year’s spike was substantial, and the 2026 outlook shows cruise maintaining its upward trajectory. That’s a good sign. However, the bigger story is who’s driving that demand. We’re seeing notable interest from Millennials, Gen Z and families who are drawn to cruise’s all-inclusive structure, the chance to visit several destinations in one trip, and the balance between downtime and exploration. That combination is compelling, and I think more people are realizing that cruise delivers a level of convenience and value that’s tough to match on land.
Value keeps coming up as a decision-driver. How are travelers thinking about value going into 2026?
It’s the deciding factor. Forty percent of the respondents in our recent View From the Cabin survey said they would swap a planned land vacation for a cruise if it offered equal or better value for money—that’s significant.
But value means different things to different travelers. For some, it’s about finding the best fare. Others want more control: upgrading their cabin, choosing unique shore excursions or sailing on a newer ship with more amenities.
Payment flexibility and expanded point redemption offers are also part of that equation, especially for younger travelers. Split payments, buy-now-pay-later features, using points for onboard purchases and the ability to book multiple cabins in one transaction carry a lot of weight with Millennials and Gen Z. The more loyalty platforms can support these definitions of value, the earlier they can influence trip planning.
The Cruise Lines International Association reports that nearly one-third of cruise travelers sail with three generations or more. What do the dynamics of multi-generational travel mean for cruise growth?
They play a huge role. Nearly one-quarter of Boomers are cruising with adult children per our survey, while just under 20% of Gen Z are traveling with their parents. This group is also more likely to book group trips with friends. That creates more complex booking needs: multiple cabins, different payment contributors and mixed loyalty statuses.
Cruise handles group travel exceptionally well, but loyalty platforms need to keep pace. When groups can book together, split payments easily and apply points in a way that fits the group, the experience is much smoother.
What makes cruise such a strong engagement driver compared to other travel categories?
Cruise naturally builds loyalty: Repeat rates are among the highest in travel. Because the experience is immersive, people form real emotional connections with the brands they sail.
In our survey, more than one in five active cruisers (those who had either cruised in the past 24 months or had one booked within the next two years) booked their last trip through a loyalty program and over half interacted with a loyalty program at some point in the process. When a loyalty provider offers strong inventory, competitive value and flexible ways to pay or redeem, they become the traveler’s go-to channel and the place they return to.
Building on that, why is cruise such a valuable redemption for loyalty?
One of cruise’s most loved benefits is value for money. You can get a fantastic all-inclusive experience across different budget categories. Loyalty can augment that value. Members can combine their points with attractive promotions, making the overall redemption feel especially worthwhile and often delivering more perceived value than a comparable on-land reward.
Having the right loyalty technology in place is key to making this possible. Programs need the ability to offer members exclusive value and targeted promotions to stand out. You also need a platform that can handle complex transactions such as multi-party, multi-room bookings and even multiple currency payments. In short, members should be able to combine points with other payment methods or even other loyalty currencies to get the most value out of their redemption.
Experience-led cruises, such as luxury, wellness or themed sailings, seem to be growing. How do they fit into the picture?
These are what I call “only-on-cruise” experiences. A ship-wide themed sailing where thousands of people share the same interest? You can’t replicate that at a resort. Ships focused on wellness, culinary exploration or high-touch luxury offer another level of differentiation.
These experiences give travelers reasons to come back, and they give loyalty programs more ways to showcase variety beyond traditional redemptions.
Private island destinations have also become a major differentiator. What’s driving their appeal?
Fifty-five percent of travelers told us a private-island stop influences whether they book a specific cruise, and one in four would even switch from their preferred brand for it. Families with children in the household are particularly swayed by these signature destinations, with 70% calling them a deciding or somewhat important factor.
I can’t say that I’m surprised at these numbers. Private islands capture so much of what people love about cruising: ease, variety and a curated escape. You step off the ship, and everything is designed for you: food, activities, and beach areas. For cruise lines, they’re a smart investment because they control the entire experience; for travelers, they’re memorable and for loyalty programs, they’re a compelling, marketable perk that is easy to build differentiation around.
What about river cruising? Is this something consumers want to experience and what is the appeal?
Travelers are curious about river cruises, but there is a clear knowledge gap. Almost two-thirds of respondents in our survey said they were interested in one, yet only 10% who had never taken a river cruise have one booked in the next two years. The demand is there; it just needs the right nudge. Cost is a big impediment, as are departure logistics and limited itineraries.
But a river cruise is a completely different experience from an ocean cruise. It’s more intimate, you’re closer to the destination, the ships are smaller and the pace is more relaxed. Sailing through cities like Vienna or Budapest offers a moment you just can’t recreate on a large ocean ship or at a resort. And if we compare a European river cruise to the classic multi-country jaunt, the logistics are much simpler. There are no trains to book; you unpack once and enjoy.
For multigenerational groups, especially those traveling with adult children, river cruising can strike the right balance between shared time and personal exploration. If providers can demystify cost, itinerary planning and the nature of the experience, they can help travelers discover something with very high repeat potential.
Shorter itineraries seem to be resonating strongly with travelers, too. What is behind that trend?
Eighteen percent of U.S. travelers prefer two- to four-day cruises with interest strongest amongst Millennials and Gen Z. As a category, shorter itineraries make a lot of sense: They’re more affordable, require fewer days off work and are a great way for first-time cruisers to test the waters for a longer trip in the future, making shorter sailings an effective path to long-term customer value for both cruise lines and loyalty programs.
Cruise companies certainly see the value. It used to be that these sailings were where old ships were retired but now, we’re seeing them dedicate their new fleet with their full slate of amenities to these routes, which is ideal to whet consumers’ appetite.
With demand holding steady, what should loyalty brands focus on to stay competitive?
Start with simplicity. Make it easy to book groups, split payments and manage multiple cabins.
Then, build flexibility. Travelers want options: points, cash-plus-points, installments and upgrade paths that personalize their trip.
And finally, curate the right inventory. Private islands, shorter sailings and river cruises are all high-interest categories. Helping members understand those choices unlocks more demand.
Today’s travelers are intentional. They want transparency, personalization and experiences that feel worth the investment. Cruise is uniquely equipped to deliver that.
To discover the full findings of arrivia’s cruise survey, download View from the Cabin here.