Back The Need-to-Know Trends and Preferences Defining the Modern Cruise Experience
Cruise has entered a new era. No longer a niche vacation option, it has become one of the most dynamic segments in leisure travel. According to a 2025 report from the Cruise Lines International Association (CLIA), passenger volume is projected to reach nearly 42 million by 2028—up from just under 35 million in 2025—with younger travelers fueling much of the demand.1 To meet this demand, cruise lines are expanding capacity, introducing new ship classes and investing in unique experiences such as private islands.
A broader traveler base translates into a fresh opportunity for loyalty programs to increase their share of the travel wallet and drive brand engagement—if they can meet consumers’ evolving expectations.
To better understand these expectations, arrivia surveyed more than 4,500 U.S. adults, including over 1,000 “active cruisers” who had either sailed in the past 24 months or plan to in the next two years. The findings are revealed in our latest report, View from the Cabin: The Trends Shaping the Modern Cruise Experience. Nearly half of all respondents had cruised before and almost 30% plan to do so in the next two years. Millennials and higher-income households are leading the surge in future intent, while Boomers remain the most frequent cruisers. This mix reflects cruise’s widening role as a mainstream vacation option, one with strong repeat potential across generations.
What Motivates Travelers to Choose Cruise
The unique built-in experiences of a cruise are the top features driving today’s bookings. Recent or upcoming cruisers cited all-inclusive pricing, the ability to visit multiple destinations in one trip, and the balance between relaxation and sightseeing as their biggest motivators. But motivations vary by generation: Millennials and Gen Z see cruise as ideal for family and group travel, and Boomers are most convinced by the opportunity to visit multiple destinations.
Value Drives the Decision
When travelers weigh cruise against land-based vacations, value tips the scale. Forty percent of respondents said they would swap a planned land-based trip for a cruise if it offered the same or greater value for the cost.
Value also inspires higher spending. Just over half of Boomers, for instance, would spend more on a cruise in exchange for larger cabins, additional on-board amenities and newer ships. Younger generations, however, define value differently, citing flexible payment terms as a greater incentive to spend more. They are also twice as likely to be influenced by the ability to use points for onboard and offshore activities—a boon for loyalty providers.
Trends Reshaping the Market
The data highlights fast-emerging trends that are changing how travelers approach cruise, including brand choice:
- Shorter sailings are attracting younger travelers and first-time cruisers by offering budget-friendly, time-flexible entry points.
- Private islands have become a powerful loyalty lever, with more than half of respondents saying access influences booking decisions.
- River cruising shows strong untapped demand, with nearly two-thirds of travelers expressing interest but only 10% having booked one over the next two years.
Traveling Together
While most cruisers sail as couples or families with young children, the survey highlights a non-insignificant share of Boomers (25%) traveling with their adult children. Meanwhile, one-fifth of Gen Z are accompanying their parents. They are also the group most likely to cruise with friends. These patterns add complexity to how trips are planned and paid for, underscoring the importance of dynamic loyalty platforms that can accommodate multi-cabin reservations, split payments and group redemptions.
The Loyalty Opportunity
These insights confirm what arrivia’s earlier Generational Travel Trends report also found: travelers want rewards that reflect their lifestyles. Cruise checks all the boxes: it’s customizable, high-value and appeals across demographics. With more than one in five active cruisers booking their most recent trip through a loyalty platform—and more than half engaging with loyalty programs at some point in their cruise journey—cruise can become a centerpiece of loyalty portfolios, driving growth, engagement and customer lifetime value for years to come.
View from the Cabin offers a deeper dive into who cruises, why they cruise and what keeps consumers from booking. It also outlines how loyalty programs can better align their offerings with the preferences shaping the modern cruise experience. Download the full report here.