Unpacking the cruise holiday renaissance
Cruise lines are enticing a new wave of Gen Z holidaymakers seeking out the ultimate all-inclusive experience – but the boom also raises a whole host of environmental questions
While the pandemic was a catalyst for all of us to reassess our relationship with travel, it couldn’t have been more of a PR disaster for cruises. When luxury cruise ship the Diamond Princess became the site of the largest coronavirus outbreak outside of mainland China in February 2020, the rest of the world watched in horror as 3,000 passengers were stranded at sea for two weeks and the liner was rebranded as a “floating petri-dish”.
Fast-forward to 2025, and the cruise industry is riding a huge wave of renewed popularity, thanks in part to a new and unexpected cruisegoer: Gen Z. While the average age of people booking cruises was 66 in 2019, this has since dropped sharply to 55, with Gen Z holidaymakers now making up 24% of all cruisegoers – over-indexing compared to their share of the total population.
Seyi Oduwole, foresight analyst at The Future Laboratory, puts this down to changing perceptions of what cruise lines traditionally offered versus now – from all-day buffets and 3pm bingo to sunrise yoga sessions and late-night DJ sets. “There’s been a major vibe shift when it comes to how younger generations see cruise holidays,” she says. “What used to be the go-to trip for retirees has now been rebranded as floating playgrounds packed with adventure, nightlife, wellness and the perfect way to culturally immerse yourself into multiple destinations on one trip.”
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As is the case with most Gen Z attributed cultural trends, social is playing a vital role in the cruise holiday boom. While cult TV series Below Deck has given younger generations a glimpse into the typically hidden world of superyachts, last year a nine-month Royal Caribbean trip – advertised as “the world’s longest cruise” – ended up becoming its own reality show, with passengers regularly going viral for their video diaries regaling all the drama as it unfolded onboard.
Having racked up over 330,000 posts to date, #cruisetok is creating a more attainable vision of life on the sea, featuring a mix of explainer content on the ins and outs of cruise holidays as well as aesthetically pleasing videos of breakfast on the balcony and sunset photos on the deck. “We are a generation that, maybe consciously or subconsciously, when you plan your holiday are thinking, that would be a good photo. When you see all this really aesthetic, almost Pinterest type content, you remember it,” says Judith Tulkens, senior social creative adam&eveDDB.
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For many younger cruisegoers, the appeal is part of a broader shift away from the stress and hidden costs of DIY holidays in favour of the convenience of all-inclusives. “Cruises roll up your accommodation, meals and entertainment into one easy price tag which is a total win if you’re trying to keep things budget-friendly without sacrificing fun. Add modern amenities and the chance to visit multiple destinations in one trip, and you’ve basically got the grown-up version of backpacking with better beds and room service,” says Oduwole.
Tulkens agrees, adding: “I think for better or for worse as a generation, we have a lot of choices and we’re easily overwhelmed by all the choices out there. With cruising it takes all that mental effort out of it, because the perfect package has already been created for you.” And for a cohort that’s grown up in the era of immersive entertainment spanning the digital and physical worlds, being stuck on a boat with a bunch of strangers for a week is arguably the ultimate immersive experience. “Talking to my friends, none of us really grew up with cruising. It was our parents’ parents who were that big cruising generation, which maybe works to its benefit because it feels very novel and unique.”
What used to be the go-to trip for retirees has now been rebranded as floating playgrounds packed with adventure, nightlife and wellness
Officially launched in 2021 after a pandemic-induced hiatus, Virgin Voyages has quickly emerged as a key player in the cruise renaissance thanks to its distinct offering tailored for younger holidaymakers. Spanning everything from a quick European getaway to a 14-night Caribbean voyage, the brand’s ships typically feature luxury spas, live music and a multitude of eateries to choose from. Crucially, it is also one of the few companies that’s unashamedly adult-only, with Tulken pointing out that this “immediately negates a huge entry barrier” for the noisy kid-adverse cruise sceptics among us.
The brand has consistently marketed itself to a younger audience too, working with everyone from travel influencers on social through to Jennifer Lopez in one of its splashier ad campaigns. Having already featured as a backdrop for US reality TV shows like The Apprentice and The Bachelorette, it’s also in the midst of developing its own reality TV concept Mystery Voyage, which will see contestants compete in a murder mystery on board the ship. Apparently inspired by The White Lotus, the series will coincide with the launch of the cruise line’s new ship Brilliant Lady later this year.
Royal Caribbean is taking a similarly maximalist approach to its latest launch with Icon of the Seas – a 20-deck, 250-tonne cruise line that includes an arcade, water park and waterfall, along with 40 different bars and restaurants and even an ice rink. The ship, which has become colloquially known as “human lasagne” on social, hasn’t been without its critics though. Aside from the fact that its modus operandi is to essentially Disneyfy all the comforts and excesses of Western life (the company has even bought an island in the Bahamas and turned it into a theme park), claims that its new ship runs on clean fuel have been dismissed by some as greenwashing.
The booming market for mega-ships like Icon of the Seas has refocused the debate around the longer-term impact of cruise tourism, with Venice, Barcelona and Amsterdam just some of the port cities to ban or curb cruise ships amid growing environmental concerns. While this could be seen as inconsistent with Gen Z’s reputation as the most environmentally conscious generation yet, Tulkens points out that the reality is inevitably more nuanced.
“There may be a bit of an intention-behaviour gap with what they’re concerned about in terms of environmental issues, so it’ll be interesting to see as this generation matures and has more disposable income whether that gap closes,” she says. “It’s also a generation who places a lot of responsibility on brands and corporations, and outsources a lot of that responsibility rather than taking [as much] personal accountability.”
LS:N Global’s recent Cruise Ship Market report looked at how the industry is increasingly under pressure to clean up its act. The Cruise Lines International Association has already pledged to hit net zero carbon emissions by 2050, with a 40% cut by 2030, while companies like Hurtigruten are leading the way with battery-powered and hybrid ships as it aims for zero-emission cruising by 2030. “Ultimately, balancing sustainability with rising demand is one of the cruise industry’s biggest long-term challenges,” says Oduwole.
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While the next few years will be a crucial window for cruise lines to secure long-term loyalty from younger travellers, there’s also the question of how not to alienate the traditional group of cruisegoers who have shaped the industry over the last few decades. “It’s a tricky balancing act,” Oduwole admits. “Many mega-ships now feature dedicated zones – adult-only pools, teen clubs, luxury suites tailored to different age groups and interests. There’s also growing potential in niche cruises (wellness, music, foodie, LGBTQ+) that cater to specific mindsets, without overhauling the whole experience.”
“And let’s not forget multigenerational travel, one of the fastest-growing segments,” she continues. “Cruises are ideal for this because they offer something for everyone without needing separate hotels, itineraries or transport. It’s one vacation, tailored to many. So while brands must look to the future and tap into new markets, the real win lies in diversifying their offerings, not choosing one audience over another, but creating room for all.”
