Nov 18, 2025
Nov 18, 2025
Navigating the future of cruise
Navigating the future of cruise
Navigating the future of cruise
Jasman Ahmad
Strategy Director
Jasman Ahmad
Strategy Director
Jasman Ahmad
Strategy Director
Earlier this month, in partnership with Mail Metro Media and CLIA, we hosted an inspiring afternoon dedicated to exploring the evolving world of cruise travel. The event brought together leading voices from across the industry to share perspectives, spark dialogue, and uncover new opportunities.
Earlier this month, in partnership with Mail Metro Media and CLIA, we hosted an inspiring afternoon dedicated to exploring the evolving world of cruise travel. The event brought together leading voices from across the industry to share perspectives, spark dialogue, and uncover new opportunities.
Earlier this month, in partnership with Mail Metro Media and CLIA, we hosted an inspiring afternoon dedicated to exploring the evolving world of cruise travel. The event brought together leading voices from across the industry to share perspectives, spark dialogue, and uncover new opportunities.
The afternoon featured three thought-provoking panels that addressed some of the industry’s most pressing questions:
How economic trends are shaping the travel industry
Is it time to simplify cruising?
How to use media to drive cruise bookings
Our Strategy Director, Jasman Ahmad, also presented key insights from our latest white paper, New Waves: Turning Curiosity into Bookings.
Here are the key takeaways from his session:
The afternoon featured three thought-provoking panels that addressed some of the industry’s most pressing questions:
How economic trends are shaping the travel industry
Is it time to simplify cruising?
How to use media to drive cruise bookings
Our Strategy Director, Jasman Ahmad, also presented key insights from our latest white paper, New Waves: Turning Curiosity into Bookings.
Here are the key takeaways from his session:
The afternoon featured three thought-provoking panels that addressed some of the industry’s most pressing questions:
How economic trends are shaping the travel industry
Is it time to simplify cruising?
How to use media to drive cruise bookings
Our Strategy Director, Jasman Ahmad, also presented key insights from our latest white paper, New Waves: Turning Curiosity into Bookings.
Here are the key takeaways from his session:
Unlocking new waves: The cruise industry’s next biggest opportunity?
The UK cruise market is booming, but beneath the headline growth lies a challenge: the ‘Intent Gap’, the difference between those interested in cruising vs those who actually go. For cruise lines and marketers, understanding what makes this audience tick and how their preferences differ from the traditional cruiser is key to unlocking the next wave of growth.
The UK cruise market is booming, but beneath the headline growth lies a challenge: the ‘Intent Gap’, the difference between those interested in cruising vs those who actually go. For cruise lines and marketers, understanding what makes this audience tick and how their preferences differ from the traditional cruiser is key to unlocking the next wave of growth.
The UK cruise market is booming, but beneath the headline growth lies a challenge: the ‘Intent Gap’, the difference between those interested in cruising vs those who actually go. For cruise lines and marketers, understanding what makes this audience tick and how their preferences differ from the traditional cruiser is key to unlocking the next wave of growth.
The challenge
While the average age of cruisers is decreasing and new ships are pushing the boundaries of innovation, the biggest opportunity lies in converting “high interest, low participation” segments.
Our research with Opinium reveals that 35–54s are the most promising yet under-served segment in UK cruising. Nearly 5 in 10 are interested in taking a cruise, but only about 1 in 10 have done so. This gap is much wider than in older age groups, where intent and participation are more closely aligned. Why? And what needs to change?
We asked two things
While the average age of cruisers is decreasing and new ships are pushing the boundaries of innovation, the biggest opportunity lies in converting “high interest, low participation” segments.
Our research with Opinium reveals that 35–54s are the most promising yet under-served segment in UK cruising. Nearly 5 in 10 are interested in taking a cruise, but only about 1 in 10 have done so. This gap is much wider than in older age groups, where intent and participation are more closely aligned. Why? And what needs to change?
We asked two things
While the average age of cruisers is decreasing and new ships are pushing the boundaries of innovation, the biggest opportunity lies in converting “high interest, low participation” segments.
Our research with Opinium reveals that 35–54s are the most promising yet under-served segment in UK cruising. Nearly 5 in 10 are interested in taking a cruise, but only about 1 in 10 have done so. This gap is much wider than in older age groups, where intent and participation are more closely aligned. Why? And what needs to change?
We asked two things
1. What type of cruise appeals?
Our research reveals that 35–54s are especially drawn to adults-only and expedition cruises.
Adults-only cruises: This group values quieter, more relaxing environments, upscale dining, and entertainment tailored to their tastes. Even those with families appreciate the appeal of a kid-free holiday.
Expedition cruises: 3 in 4 express a desire to explore hard-to-reach destinations like the Galápagos, Antarctica, and the Northern Lights. These cruises tap into their sense of discovery and adventure.
Our research reveals that 35–54s are especially drawn to adults-only and expedition cruises.
Adults-only cruises: This group values quieter, more relaxing environments, upscale dining, and entertainment tailored to their tastes. Even those with families appreciate the appeal of a kid-free holiday.
Expedition cruises: 3 in 4 express a desire to explore hard-to-reach destinations like the Galápagos, Antarctica, and the Northern Lights. These cruises tap into their sense of discovery and adventure.
Our research reveals that 35–54s are especially drawn to adults-only and expedition cruises.
Adults-only cruises: This group values quieter, more relaxing environments, upscale dining, and entertainment tailored to their tastes. Even those with families appreciate the appeal of a kid-free holiday.
Expedition cruises: 3 in 4 express a desire to explore hard-to-reach destinations like the Galápagos, Antarctica, and the Northern Lights. These cruises tap into their sense of discovery and adventure.
2. What Motivates Them to Choose a Provider?
For the 35–54 audience, three factors stand out, each setting them apart from the traditional 55+ cruiser:
Luxury: experience over opulence
For 35–54s, luxury is less about traditional markers like marble bathrooms or formal service, and more about experiential richness:
First-class food and drink: This group places a premium on exceptional, often locally sourced cuisine and unique dining experiences.
Discovery and adventure: They want “once-in-a-lifetime” opportunities, cruises that take them off the beaten track, with plenty of time to explore new places.
Comfort with authenticity: While comfort matters, it’s the combination of special service and authentic, immersive experiences that defines luxury for them.
Contrast to 55+: The older cohort tends to value classic luxury, comfort, and familiarity, whereas 35–54s want their cruise to feel unique, adventurous, and tailored.
Offboard: immersive and flexible exploration.
Offboard experiences are a major differentiator for this group:
Immersive excursions: Nearly half of 35–54s want excursions that break away from standard sightseeing, giving them longer and more flexible time to discover destinations like a local.
Cultural and wildlife experiences: They over-index on activities such as wildlife encounters, food tours, visits to local villages and markets, and exploring art, history, and nature.
Contrast to 55+: While the 55+ group enjoys excursions, they are more likely to stick to established tours and classic destinations, whereas 35–54s seek novelty and a more local feel to cultural immersion.
Onboard: Social, varied and lively. 35–54s are looking for more from onboard entertainment:
Social and lively entertainment: They over-index on wanting comedy clubs, cinema experiences, waterparks, and activities that encourage mingling and fun. Live music remains popular, but this group is especially keen on experiences that feel fresh and social.
Wellness and inclusion: Wellness facilities and inclusive environments are more important to this group than to the 55+ cohort.
Adults-only appeal: Many in this group, even those with families, value adults-only environments for the quieter, more relaxing atmosphere and upscale (but not formal) dining.
Contrast to 55+: The older group is more likely to prioritise traditional entertainment and a relaxed pace, while 35–54s want a blend of relaxation and vibrant, varied activities.
For the 35–54 audience, three factors stand out, each setting them apart from the traditional 55+ cruiser:
Luxury: experience over opulence
For 35–54s, luxury is less about traditional markers like marble bathrooms or formal service, and more about experiential richness:
First-class food and drink: This group places a premium on exceptional, often locally sourced cuisine and unique dining experiences.
Discovery and adventure: They want “once-in-a-lifetime” opportunities, cruises that take them off the beaten track, with plenty of time to explore new places.
Comfort with authenticity: While comfort matters, it’s the combination of special service and authentic, immersive experiences that defines luxury for them.
Contrast to 55+: The older cohort tends to value classic luxury, comfort, and familiarity, whereas 35–54s want their cruise to feel unique, adventurous, and tailored.
Offboard: immersive and flexible exploration.
Offboard experiences are a major differentiator for this group:
Immersive excursions: Nearly half of 35–54s want excursions that break away from standard sightseeing, giving them longer and more flexible time to discover destinations like a local.
Cultural and wildlife experiences: They over-index on activities such as wildlife encounters, food tours, visits to local villages and markets, and exploring art, history, and nature.
Contrast to 55+: While the 55+ group enjoys excursions, they are more likely to stick to established tours and classic destinations, whereas 35–54s seek novelty and a more local feel to cultural immersion.
Onboard: Social, varied and lively. 35–54s are looking for more from onboard entertainment:
Social and lively entertainment: They over-index on wanting comedy clubs, cinema experiences, waterparks, and activities that encourage mingling and fun. Live music remains popular, but this group is especially keen on experiences that feel fresh and social.
Wellness and inclusion: Wellness facilities and inclusive environments are more important to this group than to the 55+ cohort.
Adults-only appeal: Many in this group, even those with families, value adults-only environments for the quieter, more relaxing atmosphere and upscale (but not formal) dining.
Contrast to 55+: The older group is more likely to prioritise traditional entertainment and a relaxed pace, while 35–54s want a blend of relaxation and vibrant, varied activities.
For the 35–54 audience, three factors stand out, each setting them apart from the traditional 55+ cruiser:
Luxury: experience over opulence
For 35–54s, luxury is less about traditional markers like marble bathrooms or formal service, and more about experiential richness:
First-class food and drink: This group places a premium on exceptional, often locally sourced cuisine and unique dining experiences.
Discovery and adventure: They want “once-in-a-lifetime” opportunities, cruises that take them off the beaten track, with plenty of time to explore new places.
Comfort with authenticity: While comfort matters, it’s the combination of special service and authentic, immersive experiences that defines luxury for them.
Contrast to 55+: The older cohort tends to value classic luxury, comfort, and familiarity, whereas 35–54s want their cruise to feel unique, adventurous, and tailored.
Offboard: immersive and flexible exploration.
Offboard experiences are a major differentiator for this group:
Immersive excursions: Nearly half of 35–54s want excursions that break away from standard sightseeing, giving them longer and more flexible time to discover destinations like a local.
Cultural and wildlife experiences: They over-index on activities such as wildlife encounters, food tours, visits to local villages and markets, and exploring art, history, and nature.
Contrast to 55+: While the 55+ group enjoys excursions, they are more likely to stick to established tours and classic destinations, whereas 35–54s seek novelty and a more local feel to cultural immersion.
Onboard: Social, varied and lively. 35–54s are looking for more from onboard entertainment:
Social and lively entertainment: They over-index on wanting comedy clubs, cinema experiences, waterparks, and activities that encourage mingling and fun. Live music remains popular, but this group is especially keen on experiences that feel fresh and social.
Wellness and inclusion: Wellness facilities and inclusive environments are more important to this group than to the 55+ cohort.
Adults-only appeal: Many in this group, even those with families, value adults-only environments for the quieter, more relaxing atmosphere and upscale (but not formal) dining.
Contrast to 55+: The older group is more likely to prioritise traditional entertainment and a relaxed pace, while 35–54s want a blend of relaxation and vibrant, varied activities.
In summary
The 35–54 audience finds cruising appealing, but the perceived experience often falls short of their expectations.
What sets this group apart is a desire for cruises that deliver experiential luxury, immersive and flexible offboard adventures, and lively, social onboard environments. They’re motivated by the chance to discover something new, with freedom and choice, especially around dining and the ability to personalise their trip. Nearly half say they want excursions that go beyond standard sightseeing, giving them more time and flexibility to explore destinations like a local.
The 35–54 audience finds cruising appealing, but the perceived experience often falls short of their expectations.
What sets this group apart is a desire for cruises that deliver experiential luxury, immersive and flexible offboard adventures, and lively, social onboard environments. They’re motivated by the chance to discover something new, with freedom and choice, especially around dining and the ability to personalise their trip. Nearly half say they want excursions that go beyond standard sightseeing, giving them more time and flexibility to explore destinations like a local.
The 35–54 audience finds cruising appealing, but the perceived experience often falls short of their expectations.
What sets this group apart is a desire for cruises that deliver experiential luxury, immersive and flexible offboard adventures, and lively, social onboard environments. They’re motivated by the chance to discover something new, with freedom and choice, especially around dining and the ability to personalise their trip. Nearly half say they want excursions that go beyond standard sightseeing, giving them more time and flexibility to explore destinations like a local.
Discover more: Download the full white paper
Download the full white paper, New Waves: Turning Curiosity into Bookings, and discover how to bridge the Intent Gap and turn interest into action.
Download the full white paper, New Waves: Turning Curiosity into Bookings, and discover how to bridge the Intent Gap and turn interest into action.
Download the full white paper, New Waves: Turning Curiosity into Bookings, and discover how to bridge the Intent Gap and turn interest into action.
Download now
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Discuss your next project with us...
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Accord Marketing,
1 Waterhouse Square, London EC1N 2ST.
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The Node, 1 Enterprise Road,
Roundswell, Barnstaple,
Devon EX31 3YB.
All enquiries
02072 712 481
Assume nothing.
Discuss your next project with us...
To learn more about what we can offer and how we can work together, we’d love to hear from you.
London
Accord Marketing,
1 Waterhouse Square, London EC1N 2ST.
South-West
The Node, 1 Enterprise Road,
Roundswell, Barnstaple,
Devon EX31 3YB.
All enquiries
Discuss your next project with us...
To learn more about what we can offer and how we can work together, we’d love to hear from you.
London
Accord Marketing,
1 Waterhouse Square, London EC1N 2ST
South-West
The Node, 1 Enterprise Road,
Roundswell Barnstaple,
Devon EX31 3YB
All enquiries
020 72712481