A new era of luxury cruising has arrived, defined by younger travellers, smaller vessels and a demand for hyper-local authenticity. According to The Sail: A New Era for Luxe Cruising, a landmark study released by ILTM and Altiant, the stereotype of the older cruise passenger is being dismantled by a surge in high-net-worth (HNW) travellers under the age of 45.
The report, based on a survey of 600 affluent individuals across the US, UK, France, and Germany with median investable assets of $1.8 million, identifies the key shifts driving the majority of global luxury cruise spend.
In a surprising shift, 69 per cent of travellers under 45 have taken a cruise in the last two years, outpacing the over-45 demographic (64 per cent). Younger HNWIs are also cruising more frequently, with nearly 40 per cent increasing their time at sea compared to two years ago. For this group, cruising is no longer a niche choice but a mainstream pillar of their luxury lifestyle.
While large vessels still hold market share, the data reveals a clear preference for mid-size ships, yachts and boutique vessels with fewer than 500 passengers. This shift is driven by a desire to avoid crowding - the primary concern for the 11 per cent of HNWIs who currently reject cruising.
The "hotelisation" of the sea is also gaining momentum. Two-thirds (66 per cent) of respondents expressed interest in yacht experiences from iconic hotel brands like The Ritz-Carlton and Four Seasons. Furthermore, a significant portion of the market is seeking hybrid itineraries that combine a hotel stay and a cruise under a single luxury brand.
Choice of destination is now rivalled by on-board lifestyle and shore-side authenticity. Key findings include culinary excellence, local expertise and wellness. Some 89 per cent of guests rank a variety of dining choices as a top factor, with 80 percent expecting local specialties on board that reflect the port of call. 84 per cent of travellers demand shore excursions led by local, authentic experts rather than generic tours. Private balconies (76 per cent) and high-end wellness facilities (71 per cent) are considered non-negotiables.
Despite the industry’s environmental challenges, 47 per cent of affluent travellers stated they would pay more for cruises with verified sustainability credentials.
Despite the rise of digital booking, travel advisor remains a central figure in the luxury cruise ecosystem. 37 per cent of guests book via an agency, and 75 per cent say advisors influence their final choice on par with recommendations from family and friends. For under-45s, the reliance on experts is even higher, with 28 per cent leveraging concierge services or exclusive travel clubs.