5 cruise trends

What’s New in Cruising in 2024

Months-long world cruises, better food, more remote destinations, and luxury sailings designed with families in mind—these are the top cruise trends of 2024..

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World cruises were further propelled into the spotlight when Royal Caribbean’s Ultimate World Cruise went viral on TikTok.

Courtesy of Josiah Weiss/Unsplash

Cruise ship itineraries in 2024 will span the globe like never before, on ships that are more environmentally friendly and luxurious than ever.

Cruisers are looking beyond the one-week itinerary, sometimes a lot more. Blockbuster, months-long world cruises are attracting both increased interest and attention—as those who are following along on TikTok the adventures of Royal Caribbean’s 274-night Ultimate World Cruise well know. Cruisers are getting younger, too. Whether due to social media or other factors, more Millennials and Gen-X travelers are cruising in 2024 than in the past, even if they have never cruised before, according to the Cruise Lines International Association (CLIA).

With cruise lines putting a stronger emphasis on exploring more far-flung destinations, offering better, more sustainable food options, and courting families even on more upscale ships, it’s going to be an exciting year out on the high seas—regardless of your age. More than 300 ships will sail the world’s oceans in 2024, according to CLIA, and these include the first cruise ship ever to be outfitted with engines ready for green methanol, and the new largest cruise ship in the world, Royal Caribbean’s Icon of the Seas , able to carry more than 7,000 passengers.

Here are five cruise trends to watch in 2024.

World cruises become even more popular

Royal Caribbean’s current Ultimate World Cruise on the 2,490-passenger Serenade of the Seas may be the current star of TikTok, but it is hardly the only choice for cruisers looking to see the world on an epic, multimonth sailing. World cruises continue to sell out well in advance, so plan now for 2025, 2026, and beyond. Oceania Cruises offers popular 180-day itineraries ; Cunard’s traditional world cruises on real ocean liners are legendary for their posh British style; and ultra-luxury lines such as Seabourn , Silversea , and Regent Seven Seas Cruises deliver the world with a side of champagne and caviar. Or check out Viking’s world cruises , which include excursions in every port and are value priced from about $55,000 per person.

Kimberley in Western Australia is among the sought-after cruise destinations of 2024.

Photo by Shutterstock

Expeditions explore even farther

As travelers continue their post-COVID quest to embrace new experiences, the expedition cruise market is booming. Cruisers are getting more adventurous, and new destinations are emerging. HX Expeditions (formerly Hurtigruten Expeditions), for instance, just finished its first season of sailings combining Senegal, the Cabo Verde islands, Gambia, and Guinea-Bissau’s rarely visited Bissagos islands, with additional sailings in West Africa planned for later this year and next. Beyond increasingly popular Arctic, Antarctica, and Greenland trips, destinations such as Madagascar, the Seychelles, and Indonesia’s Raja Ampat are also becoming more common stops on the cruise map. Kimberley in Western Australia is a 2024 hot spot, with more ships than ever bringing cruisers to the region’s red-rock cliffs, waterfalls, and crocodiles. In Antarctica, Lindblad Expeditions is the latest company with a seven-night fly-in and cruise option that lets you skip crossing the notoriously rough Drake Passage.

As part of Holland America Line’s Global Fresh Fish program, chef Masahuru Morimoto is hosting pop-up restaurants onboard HAL ships showcasing fresh, locally caught seafood.

Courtesy of Holland America Line

Food-driven experiences (on land and sea)

Cruise lines are more focused than ever on bringing sustainable products onboard from the places they are visiting. Holland America Line , for instance, recently launched a Global Fresh Fish program, with 100 percent fresh sustainable seafood being incorporated fleetwide. As part of the program, the line’s “fresh fish ambassador,” Masahuru Morimoto of Iron Chef fame, is hosting pop-up restaurants onboard, where guests can order a crispy fried whole fish with a side of wasabi mashed potatoes, among other featured menu items. For its West Africa cruises on the 280-passenger MS Spitsbergen , HX Expeditions has brought a chef from Togo on the vessel, where he’s preparing such local dishes as jollof rice. Food tours on shore have become increasingly popular, too. British line Cunard will launch its 3,000-passenger Queen Anne this spring with such exclusive shore excursions as a Norwegian “fjord safari” to visit a goat cheese farm.

Focus on the environment

As the cruise industry pursues net-zero emissions by 2050 , there’s a huge push to invest in and use more renewable fuel sources. More than three dozen trials with biofuels made from such items as manure and vegetable oil took place on ships in 2023. There will be more in 2024. With a focus on better energy efficiency, and using onboard desalinization plants for water, cruise ships and their operations are becoming more sustainable and efficient every year. Of the 11 major new oceangoing ships in 2024, six are powered by liquified natural gas (LNG), considered the cleanest fossil fuel. Most new ships can use shore power hookups without running engines in ports. Significantly, in 2024 the world will see the first cruise ship able to operate on green methanol when it becomes available at scale. For now, the Mein Schiff 7 , part of German line TUI, will operate on low sulfur fuel. Future methanol-ready ships are on order for companies such as Disney, Celebrity, and Norwegian Cruise Line.

Explora I is designed to feel like a luxury land-based resort, complete with a kids club.

Courtesy of Ivan Sarfatti/Explora Journeys

Luxury with kids in mind

When it comes to cruising, family travel is getting more love, especially multigenerational family travel. Luxury line Explora Journeys , which will launch a second 922-passenger ship Explora II this year, has a staffed children’s program where activities include a focus on marine education, plus suites designed for families (and even amenities that include kid-size bathrobes and slippers). Ritz-Carlton Yacht Collection’s second ship, the 456-passenger, LNG-operated Ilma , debuts in 2024 as well with features that include a Ritz Kids program (for a fee). And when Disney Cruise Line’s upcoming 4,000-passenger, LNG-fueled ship Disney Treasure launches this year, it will have a restaurant themed around the Disney movie Coco , a live show based on Moana , and a pair of extravagant, two-bedroom suites, one inspired by Aladdin and the other by the Jungle Book .

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Cruise Industry Trends 2024: Exploring the Future of the Cruise Industry

Explore about list of cruise trends in 2024 that you should watch out for.

Book A Cruise

There are many benefits to taking a cruise. From a protected vantage point, cruises offer a fantastic way to see the world. There are a few trends to keep in mind when planning a cruise. Taking a cruise today can take you to places you didn't even know were possible. In addition to green cruising, women-centric travel, and a chance to rebalance your body and mind, they also offer green cruising. Discover worlds, have fun, and find true relaxation with these attractive options for cruises.

The whole cruise industry and all cruise lines are shaping up for 2024, an exciting year for them to celebrate significant milestones. Major cruise lines such as MSC, Carnival, and Royal Caribbean will be launching new cruises in 2024. So if you’re planning on a cruise vacation in the year 2024, here are a few trends to follow before you begin.

Cruise Industry Seeks to Refloat with Cruise Trends in Year 2024

• Getting More Digitally
• Hot Cruise Destinations
• Advance Booking Options
• The Rise of the Millennial Cruise Vacationer
• Price Hikes in Fare
• Small Ship Cruises
• Women-Centered Trips
• Instagram Travel
• Food and Beverages
• Longer Cruises – World Cruises
• Working and Playing
• Onboard Experiences
• Solo Cruising
• Cold-Weather Cruising
• Eco-Friendly Cruise Travel
• Travel Advisors
• High Demand for Unique, Pristine Lands
• Countless River Cruise Ships

1. Getting More Digitally

The cruise industry is also getting upscale by accepting the digital transformation trend. Apart from adding new itineraries and shore excursions, they are also providing onboard the latest technology for their fellow cruisers. For example, mobile apps. Mostly, all cruise lines have their own mobile apps, which allow them to access ship information, services, check-ins, virtual reality headsets, AI-powered assistants, and many more digital things. Some even have robot bartenders to attend to guests' special requests, while some give virtual tours with VR headsets. However, all cruise lines are investing in the right digital technology to match up with the other industries. Even the operations, such as the booking process , have been streamlined because of technology.

Many cruise ships will start following the new enhanced features and protocols in the upcoming year as the cruising industry prepares for a comeback with touchless embarkation and staggered arrivals, touchless payments, health questionnaires, health and safety drill protocols, and real-time visibility into the venue. Moreover, they have also canceled the self-service buffet system.

2. Hot Cruise Destinations

One of the most trending destinations for the year 2023 was Europe; even in 2024, Europe is going on top. The cherry on the top is that European river cruises are getting hotter in 2024. Market research shows fellow cruisers have already booked European river cruises for 2024. However, some other destinations are also trending for the year 2024, which are Alaska, far-flung destinations, the Middle East, the polar region, Israel, Antarctica, and some exotic destinations like Egypt.

Some other trending destinations might be the Bahamas, New Zealand , The Caribbean, Norwegian Fjords, Western Europe, Greece, The Panama Canal, The Galapagos, The Great Barrier Reef, South America, and Iceland .

3. Advance Booking Options

As you know, booking options for a cruise start from 18 months to one week prior to your sailing date, but in 2024, it will start early. Majorly, all cruise lines will allow cruisers to book in advance, even for 2025 itineraries or world cruises. However, cruise lines are encouraging people to book early by providing discounts. Some special promotions are also run during festivals or special days. Booking early ensures the best cabins to choose from.

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4. The Rise of the Millennial Cruise Vacationer:

The cruise industry has seen a rise in bookings in 2024 because of the millennial cruisers. In 2024, almost 75% of millennials say they want to go on a cruise once again. The reason these people enjoy their vacation is that they enjoy exploring the world by staying healthy onboard a cruise ship. However, all major cruise lines have started offering fitness classes, personal trainers, and even gyms onboard, including healthy gourmet dining. For example, if you have any special dietary requirements, you can ask your cruise line at the time of booking or prior to boarding the cruise.

Even millennials enjoy on-deck yoga and work in their cafes where Wi-Fi is available 24/7. So, it makes them relaxed as they can work remotely anytime, anywhere, while enjoying their cruise vacation.

5. Price Hikes in Fare

In 2024, people will experience some amount of price increases in the cruise industry. However, those prices will not be more than land packages. For example, Carnival cruise line has raised its cruise price along with its capacity. You can expect very attractive pricing with more cruise lines offering more vessels! A great list of very competitive prices in the range of $500 to more than $25,000. Cruising has entered a new golden age with a new look. Consider activating a price alert on CruiseBooking.com to track the prices of the cruise you are interested in.

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6. Small Ship Cruises

With the rise of the mega-ship, some travellers opt for a smaller cruise experience. Smaller ships allow cruisers to visit ports where larger ships are unable to go. The small ship experience can be found on river cruises as well as some luxury brands including Silversea, Seabourn, and Regent.

• World Travel Bucket List: A Guide to Small Ship Cruising

7. Women-Centered Trips

In today’s world, women are making more money than ever before and enjoying it in some way or another. Out of which, one thing is traveling, and almost three-quarters of the women want to travel solo. So, cruise industry has started women-centered cruising trips. There are also special events for women on cruise ships, such as exhibitions, panel discussions, and excursions to women-run businesses. There are different categories to travel for women, such as theme cruises, singles cruises, LGBTQ cruises, upscale cruises, party cruises, and cruises to unwind. Moreover, the cruise line ensures that women feel safe, comfortable, and relaxed as they travel to unknown places around the globe.

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8. Instagram Travel

It's more common for people to talk about travel on social media than from other sources. This trend applies even more than ever to new cruisers in the upcoming year. There are more than a third million posts with hashtag travel in some way. Before going to any place, people search for that place on Instagram for insider information to choose where they want to head for vacation. Thus, this trend will continue this year and more upcoming years because, with the help of social media, people can easily document where they’ve been and where they will be going. Moreover, people are looking for influencers, bloggers, and experts to help them with charming posts about particular locations.

9. Food and Beverages

A new way of cruising includes food, beverages, and an emphasis on wellness and healthy eating. Thus, cruises are rising to the challenge with menus that bring in something for everyone to enjoy while not getting that unwanted fat and calories. With this trend, the industry has encouraged healthy eating. Even the staff know how to help the passengers and have incredible options for every single meal. Also, passengers with a strict diet will find it easier to eat right when onboard.

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10. Longer Cruises & World Cruises

Ready for the trip of a lifetime? Take a world cruise around the globe. There is no other better way to explore the unseen world, hidden beauty, and little gems in the world. If you're on a bucket list of places you always want to see, then follow the world cruising trend. There are places like Antarctica, Galapagos, and hidden private islands that have seen a vast increase in people visiting. So, think about a place and visit that place the following day in complete style and with incredible ease.

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11. Working and Playing

The fact that work and play are essential for life is an upcoming trend for the year 2024. As many people in the world love to travel but can’t travel due to work. Travel in 2024 can be a blessing because people can have fun and work simultaneously as they see new places. Many travelers found that working and cruising is a fun thing and can be incredibly useful. Many cruise lines have started offering such workcations to do both. A workcation can be an opportunity to combine chances to network with other people while exploring the unseen world.

12. Onboard Experiences

In 2024, cruisers will look forward to more onboard entertainment as cruises have added more onboard activities. They have involved trivia nights, cooking classes, wine-tasting, rope courses, and many more. Sometimes they also arrange conferences and seminars for their guests. They will ensure that their guests remain entertained throughout the journey by maintaining proper distance and safety.

• How to Use Onboard Cruise Credit Like a Pro?

13. Solo Cruising

Solo cruising has always been popular but was quite costly for singles. Many solo travelers want to travel but want to book a cruise within a reasonable budget. They want to get out of their comfort zone by meeting new people when traveling and exploring new places. However, they have to pay for two to book a stateroom. So, some cruise lines started offering discounts and sales to them. Moreover, some of them created a stateroom for one. Cruises accommodate it to solo cruisers without any extra single supplements.

• Useful Tips for Cruisers Traveling Solo

14. Cold-Weather Cruising

For many people, cold-weather cruising is the hottest trend. The demand for cruising to cold weather has increased, and it will be on top in 2024. The idea of traveling to a place that is out of the norms makes a unique adventure. The more appealing part is the helicopter and submarine trend. It is perfect, like cherry and ice cream. Many cruise lines are ready to take you to the coldest place globally but are you prepared to visit those places? If yes, read these exciting things that you can do on the Arctic cruise .

• Departure Ports of Arctic Cruise

15. Eco-Friendly Cruise Travel

In 2024, a big focal point of the cruising industry will be making the cruising experience more environmentally sustainable by placing more importance on responsible tourism. Eco-friendly cruising encourages travelers to see the world consciously and mindfully. Some cruise lines are already leading the way, such as Royal Caribbean , Aqua Expeditions, and Hurtigruten.

16. Travel Advisors

Travel advisors are a must with so many restrictions and such varied reopening around the country and the world. They will help you to navigate the complicated landscapes of traveling during the pandemic. A good travel advisor will help you plan your itinerary and find the perfect cruise for your needs.

17. High Demand for Unique, Pristine Lands

In recent years, there have been more itineraries to exotic locales than to popular locales like the Caribbean and Alaska. Rare new cruise itineraries will be available for those looking for more off-the-beaten-path excursions. Cruise lines are adding more Polar region itineraries. In addition to Canada, Finland, Norway, Russia, Sweden, Alaska, and Greenland, the Arctic region also includes Iceland and Greenland. Also popular is the continent of Antarctica.

18. Countless River Cruise Ships

Another development has been the rise of river cruise ships along with the advent of smaller ships. Unlike larger cruise ships, these vessels offer an entirely different ambiance and have access to river routes and cities.

We hope these upcoming 2024-year trends motivate you to travel on a cruise and stop worrying about those viruses this forthcoming year. The only things that will be taken care of in 2024 will be more fun, more destinations, and even more ports.

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These 5 Luxury Cruise Trends Will Dominate in 2024

From luxury expedition yachts and barges to citizen science and long-haul trips of a lifetime, traveling the world’s waters is more alluring than ever.

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According to luxury travel experts at Virtuoso, cruising is stronger than ever, emerging as an ideally accessible way to travel the world for travelers with mobility issues but also cognitive and sensory limitations. Matching the rise in solo luxury travel , cruise companies are now offering cabins specifically designed for single travelers with pricing that no longer penalizes a solo journeyer.

And—hang on to your captain’s hat—cruisers are getting younger, according to Virtuoso: “86 percent of Gen Xers and 88 percent of millennials who have cruised before say they plan to cruise again.” Finally, perhaps in response to luxury travelers looking for options that demonstrate commitment to sustainability and regenerative policies, cruises are innovating with alternative fuels, water conservation, and zero-waste dining.

It’s a brave new world on out the water. Here are five more exciting luxury cruising trends for 2024.

Expedition Cruising: More Science, More Luxuries

For years, the thrill of expedition cruising meant smaller, sturdy ships purpose-built for guests sacrificing higher-end comforts for access to ports in remote and often rugged destinations. No longer. In 2024, look for an ever-expanding offering of expedition cruising suited to luxury travelers placing ever-higher value on experiential travel.

From Ponant, for example, Le Commandant Charcot , a small-sized electric hybrid polar expedition vessel, pairs uber-engineered ice breaking with Franco-chic interiors, imported French food, and flowing Veuve Clicquot on expeditions to the North Pole and Antarctica. Le Commandant Charcot also carries a team of scientists on each expedition—another leading trend in expedition cruising.

Pioneers in hosted research sailings, ships in the Lindblad Expeditions-National Geographic fleet are expanding the Visiting Scientist Program to offer even more opportunities for voyagers seeking deeper understanding with rigorous science on the water, from Arctic ice melt and environmental DNA sequencing to surveys of baleen whales in the Southern Ocean.

Expedition Yacht Cruising

Perhaps the most exciting expansion in expedition cruising is a blooming of luxury yacht expedition cruises. For example, Aqua Expeditions’s 15-suite Aqua Blu is the first ever long-range ocean explorer luxury yacht based full-time in Indonesia, meaning deep access to largely untraveled areas in the Spice Islands, Raja Ampat, and Komodo National Park (imagine swimming with whale sharks and stalking Komodo dragons followed by multi-course meals with fresh, Indonesian recipes).

Also new in 2024, Natural Habitat Adventures’s 156-foot luxury expedition yacht Hanse Explorer carries just 12 guests on its 13-day Ultimate Antarctica by Expedition Yacht trips. We expect that yacht cruises will only continue to gain traction in the coming years for luxury travelers.

Alluring River Cruises with Luxury Barges

River cruises—a gateway drug for travelers who don’t consider themselves cruisers per se—have long threaded the globe’s navigable waterways in thoughtful style. And in 2024, new cruises like AmaWaterways’s itineraries on Colombia’s Magdalena River and expanded Black history-focused cruises in Egypt, France, and Portugal keep eyes on the rivers.

Meanwhile, the peak romance of barge travel—exemplified by Belmond’s Les Bateaux collection of intimate, luxe barges that gracefully ply French waterways—has a new star. Joining the collection in late 2023, the three-cabin Coquelicot —dressed in Art Nouveau-inspired splendor by French architecture and design studio Humbert & Poyet, takes its coterie on an exclusive excursion through Champagne in partnership with venerable Champagne house Maison Ruinart .

Cruise and Rail Combinations

As rail journeys join luxury cruising as a beautifully slow, absorbing style of travel (unpacking the rental car at every stop is so last decade), cruise and rail itineraries are next year’s way to solve the quandary of which to choose. And industry leader Uniworld has just added five new itineraries to its Cruise & Rail program for 2024, including a 19-day journey from Milan to the Balkans and a 16-day excursion Budapest to Venice via the Alps .

Long-Haul Luxury Cruising

Remember the days when around-the-world cruises were an ultimate expression of luxury travel? They still are (in fact, long-haul world cruises have never been hotter), but in 2024, Silversea Cruises unveils its Grand Pole to Pole Expedition , which will spend an epic 125 days at sea aboard the Silver Wind, sailing north from Puerto Williams in Chile to Longyearbyen in Norway with 90 ports of call along the way.

It’s not the longest grand voyage in terms of days at sea (Silversea’s 2025 world cruise from Tokyo to New York, for example, clocks in at 135 days), but it’s the most expensive on record for 2024: Pole to Pole prices start at $94,700 per guest.

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Cruising Into 2024: Trends Shaping the Cruise Industry

• Destinations

Let’s start our discussion of 2024 cruise trends with the inevitable announcement of the “Biggest Cruise Ship Ever.” 

This trend has been dutifully proclaimed every year since at least 1988, when Royal Caribbean debuted what then seemed to be the impossibly huge, 2,800-passenger Sovereign of the Seas . 

And this year’s gigundo-rama cruise ship prize goes to . . . Royal Caribbean once again, whose Icon of the Seas is, once again, impossibly huge. It carries 7,600 passengers, making its population larger than Sausalito, California’s. It has the biggest water park, water slide, ice arena, pool, and waterfall of any cruise ship. It has 20 decks. It has 20 restaurants. Its accommodations include townhouses. 

The ship’s population is so large, says Peter Greenberg, travel editor of CBS News and author of the book Cruise, Inc. , that “it might have its own high-crime zone.” He says he’s kidding (sort of).

Carolyn Spencer Brown, chief content officer of Cruise Media, publisher of CruiseBusiness.com, points out that Icon is only 10 feet longer than the previous record holder (Royal Caribbean’s own Wonder of the Seas , as it happens). 

And, more to the point, she says, increasing ship capacity is not the most important trend in the cruise industry.

So what are the major cruise trends of 2024? Read on. 

The Ships Are Full—With Younger People 

Chris Gray Faust, executive editor of the website CruiseCritic, says ships of all sizes are full. The industry is claiming bookings at nearly 100% capacity and surpassing the pre-pandemic peaks of 2019 . 

Therefore, don’t expect deals in 2024 based on cruise lines needing to fill empty cabins. 

And it’s not just baby boomers filling the berths. The cruise customer is now younger than ever. “Believe it or not, the average age of a cruiser is now 46,” Gray Faust says. “It’s a common misperception that it’s only something for older people.” 

Yes, but older people are still implicated, in the form of their role in multi-generational cruises, which are expected to continue rising into 2024. Cruises are particularly well suited to mixed-age groups, Gray Faust says. “You’ll see everybody from grandparents to babies all traveling together, and there’s something for everyone to do on the ship. Grandma may be paying the bill, but the whole family is cruising.” 

As it happens, Icon of the Seas is intended to accommodate families, with many cabins set up for more than two passengers by design. That makes it and its megaship peers with similar designs good choices for multi-generational trips. 

“Grandma may be paying the bill, but the whole family is cruising.” –Chris Gray Faust

Ships Go Nearly Everywhere

“Back in the ‘70s, the days of The Love Boat , you had, what, maybe seven ports for cruise ships worldwide, mostly in the Caribbean,” Peter Greenberg says. “You’re now seeing 1,200 ports of call.” 

In 2024, cruise ships of various sizes ply all seven seas, the rivers of Europe, the islands of the Pacific, the fjords of Scandinavia, the coasts of Central and South America, and the ports of the Middle East. 

“Last summer, I was on a Viking ship,” Greenberg says. “Where did we start from? Milwaukee. And what did we do? The Great Lakes . Lake Michigan, Lake Superior, we wound up in Thunder Bay, Ontario. It was phenomenal. A cruise ship would never have done that 10 years ago.” 

Greenberg points out that cruise ships now drop anchor in St. Helena —an island in the South Atlantic so remote that it’s where the British exiled Napoleon after he escaped from Elba and started all that unpleasantness at Waterloo. 

“What’s beautiful is that you have so many more options than a seven-day Bahamas cruise,” Greenberg says.

New Restrictions Limit Choices . . . a Bit

The pressures of over-tourism are leading some ports to restrict big cruise ships. This has often been a fractious affair. In both Barcelona and Amsterdam, officials have separately used the metaphor “a plague of locusts” to describe cruise-ship passengers.

If you dig past the headlines, though, you’ll find that in 2024, you still have at least some opportunities to visit even restricted ports.

For example:

• Venice banned large ships from its famed lagoon in 2021 but still allows ships under 25,000 gross tons (some of which can carry 250 passengers). It diverts bigger ships to mainland ports, from which visitors are bused into the city. 
• Barcelona is not banning big cruises but moving them to a dock that’s a motorcoach ride away from the tourist draws of Las Ramblas, Sagrada Familia, and other overwhelmed attractions.
• Amsterdam officials declared a complete ban of dockings at the city center , but it is not yet enacted for 2024. Negotiations continue.
• Dubrovnik, Croatia has been slammed in the past few years by hordes of Game of Thrones fans who want to see the locations where the HBO series was filmed. Recently enacted limits on cruise visitation are modest, though. The local government now permits up to 4,000 simultaneous cruise-ship passengers in the city center.  
• In the U.S., Juneau will allow up to five big ships per day in 2024 , and Bar Harbor, Maine will welcome up to 1,000 passengers per day .  

The situation in Key West illustrates the tension around limiting cruise visitation. Despite many votes, lawsuits, and legislative actions there, you can still visit the legendary 4-square-mile, coral-ringed spit of land via megaship in 2024. 

A local ban on dockings at city-owned ports cut passenger counts by half in 2023 , reducing some crowds and maddening some business owners. However, big ships can still anchor at a private port downtown. 

So, fear not: Wrist-banded big-ship passengers can still spend their shore leave at Sloppy Joe’s, standing shoulder-to-shoulder while waiting for a drink at the bar where Ernest Hemingway sat in an alcoholic haze. 

Expeditionary Forces 

Cruise passenger bookings are tilting toward expedition cruising, our sources unanimously said. 

Expedition ships were previously limited to spare, rugged vessels that brought small groups of intrepid explorer types to places nearly inaccessible via air or overland travel, including Antarctica, the Arctic, and the Galapagos. 

While those itineraries remain popular—or, at least, as popular as the tight controls at these destinations allow—the expedition concept is spreading both geography and experientially. 

In 2024, more expeditions than ever will be offered in emerging warm-water destinations like western Australia, the South Pacific, Madagascar, and the Seychelles, Spencer Brown says. 

Expeditions have been the fastest-growing cruise niche in recent years, says journalist David Swanson, who has covered the cruise industry since 1999. According to industry figures he’s gathered, expedition passenger counts have increased 67% in the last four years.  

Why the shift? It’s partly people who have taken basic cruises “looking for something different and more exciting,” Spencer Brown says. 

A rising population of active baby boomers with money to spend also powers the trend. 

These trips are costly, partly because the ships have to be small, meaning passenger counts are low. Many itineraries feature onboard scientists, lecturers, and even doctors. Fares for many are $600 or more per person per night—that’s over three times as much as a typical Caribbean cruise. 

Swanson took an expedition cruise in 2023 around the Seychelles, a tiny archipelago in the Indian Ocean, off the southeast coast of Africa. “We were taking Zodiacs [small, motorized inflatable rafts] and doing wet landings on, I think it was, 12 or 13 islands,” he says. Many were uninhabited. One of them has the biggest population of tortoises in the world.”

Swanson says the scientist on the trip told them more people had stood on the summit of Everest than had been to one of the islands they visited.  

And the experience of expedition cruising has upgraded, says Spencer Brown, since the days when “your shower was over your toilet and your bed was bolted to the floor.” 

“[Today,] you have an interesting combination on these ships between rugged adventure and pampering,” Greenberg says. “You’re getting into Zodiacs and zipping all along icebergs and then you come back to relax in the spa and have a five-star dinner.”

Authenticity on the Water

One travel trend for 2024 across both land and sea is the search for authentic experiences—activities that connect travelers to local customs, people, and food. This is challenging for big ships to produce. Most cruise lines, including big ones, now offer premium “boutique” excursions and other activities designed to deliver this kind of experience.   

One of the more ambitious programs is Silversea’s S.A.L.T. (Sea and Land Taste) program, developed to connect guests to local culture through food. Curated by James Beard-award-winning food journalist Adam Sachs, the program involves sourcing ingredients from the daily port for the ship’s kitchen (and cocktail bar), cooking classes featuring that port’s local cuisine, and excursions to visit local food venues and luminaries. 

However, big ships might not be the ticket for authentic experiences even despite these efforts. River cruises, which carry fewer passengers and often dock in small towns inaccessible to larger vessels, are more easily able to deliver authentic engagement, according to Gray Faust.  

“People want to get to these smaller towns,” she says. “They like the idea of getting off the ship and exploring Europe on the ground, without having to rent a car.” 

The Green Cruise

2024 finds the cruise lines making big investments designed to make their industry more environmentally responsible. 

They are transitioning to alternative fuels, developing zero-waste disposal systems, reducing air pollution generated in port, and more. On newer ships, an entire deck might be devoted to waste management. 

In addition to earnestly pitching in to save our weary planet, cruise lines are adopting green approaches “in order to survive,” says Peter Greenberg. They are partly trying to forestall bans and restrictions based on environmental objections. (The restrictions in Barcelona and Key West, for instance, were driven partly by complaints of air pollution near the docks.)

One example of the kind of pressures cruise lines face to go green, says David Swanson, is the Norwegian government’s declaration that ships wishing to visit its west Norwegian fjords, which are protected UNESCO World Heritage sites, must be emission-free by 2026.  

Nobody I spoke to suggested that environmentally responsible actions are likely to affect the passenger experience in 2024. “Environmental concerns matter to more people now than they used to,” Greenberg says, but they are “not a primary driver” of a choice.  

The industry as a whole has a net-zero-carbon goal of 2050 . That both sounds impressive and provides plenty of runway. 

Most ships have a 25- to 30-year lifespan. By 2050, Icon of the Seas itself may be in the recycling bin, replaced by something powered by hydrogen, fuel cells, or nuclear power, which Greenberg says is “technologically possible, if not accepted by the public.”

Floating Hotels 

Cruise ships have often been called “floating hotels.” Another trend for 2024 is the drive to make that literal.   

Esteemed high-end hotelier Ritz-Carlton has one 300-guest ship already on the waters, and another on the way for 2024, carrying 450 passengers. Four Seasons will debut its first ship, with 96 suites, in 2024.  

Wait, did I call them “ships?” Excuse-moi. These cruise lines call them “yachts.” 

Brands like Ritz-Carlton and Four Seasons “already have loyal customers,” Spencer Brown says. “If those customers are going to cruise anyway, why not keep them in the family?”  

Both cruise lines, as you might expect, promise VIP experiences, Michelin-worthy cuisine, and bespoke pampering. The Four Seasons promises a staff-to-passenger ratio of 1:1. 

Costs for all this are high, of course. A seven-night Caribbean cruise on Ritz-Carlton’s Evrima , in a Signature Mid Suite, departing from Fort Lauderdale, costs $14,300 per person. (This is just about the annual income of someone living at the federal poverty level.)

Although very different in kind, another hospitality brand is in the cruise game in a big way in 2024. 

Virgin Voyages, part of bad-boy Sir Richard Branson’s Virgin business empire that includes hotels and an airline, started offering an adults-only cruise experience to customers (it calls them “sailors”) just after the world was pulling out of the pandemic. On-brand details include an absurdist karaoke studio, pop-up circus performances, a mermaid-inspired spa, and a marketing partnership with JLo.  

Significantly, the drinks are priced to move: Beer for $6 and $7, most cocktails for $10, tip included. 

“The ship has bars all over the place, a party scene going on every night, a lot of drinking all day,” Peter Greenberg says. “And they have a tattoo parlor on board. What could possibly go wrong?” 

They live in Bethesda, Maryland, not too far from their two boys, who are both married and fully launched.

What to Watch For: Cruise Industry Trends for 2024

• January 3, 2024

As a new year begins, the cruise industry will see record capacity, over a dozen new ships and  other key trends.

More Guests Onboard

Continuing a trend that started in 2023, the world’s largest cruise lines are seeing high occupancy rates and longer booking curves.

According to the Carnival Corp. CEO Josh Weinstein, Carnival is entering the year with the “best booked position ever seen,” and nearly two-thirds of its occupancy already on the books.

Norwegian Cruise Line Holdings also expects a 103 percent occupancy in 2023 , with the high levels set to continue in 2024.

More Ships to China and Asia

With the Chinese market now reopened for international brands, more ships are set to arrive in Asia in 2024.

Royal Caribbean International , Celebrity Cruises , MSC Cruises and Norwegian Cruise Line are increasing their presences in the region, with the arrival of several vessels in China, the Far East and Southeast Asia.

Local brands in China are big news too. Adora Cruises saw its second ship start operations in January, as the brand new Adora Magic City sailed from Shanghai.

14 Newbuilds

The market will welcome 14 new cruise vessels , with the Royal Caribbean Group leading the way with four vessels for Royal Caribbean International, TUI Cruises and Silversea Cruises.

Other brands receiving new ships in 2024 include Viking, Princess Cruises, Cunard, Virgin Voyages, Explora Journeys, Disney Cruise Line, and Ritz-Carlton Yacht Collection.

More Startups

After a strong 2023, the new year is also shaping up to be another relevant year for new brands and startups.

Cruise lines set to start service include Saudi Arabia-based Aroya Cruises and Japan-based Mitsui Ocean Cruises . After acquiring the former Braemar, Villa Vie Residences is also set to launch service , introducing a new residential cruise ship concept.

While details are still to be confirmed, the former Pacific Venus may also start service sometime in 2024 after being acquired by a new player .

Warmed Secondhand Market

Still sitting in Greece, the Seajets fleet continues available for new operators and includes large and modern ships, such as the 2,720-guest Mykonos Magic (former Costa Magica), and the 2000-built Queen of the Oceans (former Oceana), as well as the Aegean Majesty (former Veendam) and Majesty of the Oceans (former Monarch of the Seas)

Other vessels looking for new owners include the 1982-built Celestyal Crystal , the 2002-built Avitak , and the Ocean Navigator and Ocean Voyager .

Luxury and Premium Market Uptick

Of the 14 new cruise ships entering service in 2024, eight are being introduced by premium and luxury brands.

Among the luxury cruise lines receiving new vessels is Viking, with the 998-guest Viking Vela , and Explora Journeys, with the 920-guest Explora II . The Ritz-Carlton Yacht Collection is also getting a second ship with the 456-guest Ilma , while Silversea is introducing the 728-guest Silver Ray .

The market is expected to learn more about new upscale brands in 2024, with the reveal of further details of the product of previously announced operations from Orient Express , Four Seasons , and Project Sama .

Premium brands taking delivery of newbuilds include Cunard with the Queen Anne , Princess with the new Sun Princess , TUI Cruises with the Mein Schiff 7 , and Virgin Voyages with the Brilliant Lady.

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Travel Industry Today

5 cruise trends for 2024 and beyond.

MSC Cruises, the world’s third largest cruise brand, is shedding light on five important travel trends that are driving guest holiday decisions for 2024 and beyond. The cruise line says it has observed heightened demand for products that offer extended stays in destinations, holidays rich in cultural experiences, upgraded adventures with touches of luxury, sustained enthusiasm for Europe’s vibrant cities, and guests looking for the biggest experience-value return.

Here are five trends MSC will shape clients cruise choices:

LINGER FOR LONGER

Cruise travellers are increasingly expressing a desire for more time in their destinations and itineraries with extended or overnight port calls gaining popularity. This extra time ensures guests can truly explore their destinations in an authentic and leisurely way, allowing enough time to soak up unique cultures, savour local flavours and explore everything a destination has to offer.

CULTURAL EXPLORATION

The new year sees a heightened eagerness among travellers to explore diverse cultures and experience new destinations. Travellers are no longer content with just visiting well-known tourist attractions; instead, they seek to experience destinations in a way that reflects the local lifestyle.

UPGRADED EXPERIENCES

Globally, travellers are increasingly seeking more exclusive and luxurious experiences, aiming to transform their annual holiday into truly unforgettable and indulgent adventures that result in lifelong memories.

EUROPEAN CITY ESCAPE

Travellers are more enthusiastic than ever to delve into the vibrant cities of Europe. These urban destinations offer a well-rounded appeal, featuring an abundance of historic sights, culinary experiences, diverse shopping options, renowned attractions, and immersive opportunities to engage with local culture.

ULTIMATE EXPERIENCE-VALUE RETURN

Cruising is gaining popularity among those who have never sailed before, with more Gen-X and Millennials considering taking a cruise holiday for the first time. More and more individuals are recognizing the inherent value of a cruise holiday compared to alternative land-based options. Couples, families, or groups of friends can choose itineraries containing multiple must-see destinations.

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4 Cruise Trends We're Excited About in 2023

By CNT Editors

All products featured on Condé Nast Traveler are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.

Cruising is back. Like, all the way back. And what repeat guests are remembering—and newcomers are learning—is that there's no better way to travel. And as the industry is gearing up for its biggest year ever, there have been some major advancements, exciting new itineraries , innovative and fresh shore excursions, and more. Here, we share the latest trends as well as some tips and tricks to keep you in the know.

Voyages are going farther

With more than two years of missed travel opportunities, the rise of remote work , and a collective human desire to make our moments count more than ever, it's no surprise that grand voyages— sailings longer than 21 days —are growing in popularity. “COVID-19 saw a massive reevaluation of life quality, so a great experience is critical,” says Tom Baker of the travel agency CruiseCenter. When Holland America Line launched its 73-day grand Africa voyage this year, it sold out so fast that the company created another one for 2023, which will take passengers from the beaches of Zanzibar to historic Petra. This month, Oceania Cruises kicked off an epic 218-day voyage from Miami. Seabourn's multicontinent grand voyage in 2023 will become two 80-day adventures in 2024. And Silversea will operate five times as many itineraries of 21 days or longer next year than it did in 2019. Even river cruises , traditionally a week long, are offering longer sailings: After its inaugural 2023 Seven River Journey Through Europe trips sold out almost instantly, AmaWaterways created two more of its 46-night itineraries and two 49-night itineraries, and Uniworld Boutique River Cruises will launch its nine-country, 47-day Rivers of the World offering next year. “Think experiencing the Pyramids of Giza one day, and then the Moulin Rouge,” says Ellen Bettridge, Uniworld's president and CEO. As lines invest in enhanced digital connectivity via SpaceX's Starlink, the trend will continue to grow. “Smart lines will discount this to attract young affluent cruisers,” says Cruises By Linda's Linda Allen-Speer . The one hook stronger than fast internet? Having to unpack just once. — Janice Wald Henderson

Getting more when you step on shore

With passengers craving more meaningful ways to explore, cruise lines are sharpening their partnerships and extending the time guests spend on land. “It's now about how to make your travel experience exclusive, unique, and ‘local,’ ” says Jill Jergel of the agency Frontiers Travel. This year, river-cruising giant Uniworld began bundling ship and train experiences with boutique rail-tour company Golden Eagle Luxury Trains on its Danube sailings. Guests ride the train inland through Central Europe for five days before hopping on the ship in Vienna; Uniworld has added two more departures for 2023. Next year, Ponant and Smithsonian Journeys will offer co-branded sailings through Panama, where Smithsonian experts like climate specialist Steve Paton will guide passengers through hard-to-reach areas like the San Blas archipelago. Regent Seven Seas Cruises , which has been seeking ways to extend the guest experience before and after sailings, plans several free add-ons for 2023, including three days with exclusive access to boutique wine estates around Cape Town for passengers on cruises originating in South Africa . There is also great news for those wanting to spend more time in their departure ports. Many lines now include a hotel room the night before a sailing in their rate. It's a perk that lets passengers explore a little more—and an insurance policy against the continued volatility of the airline industry. — Erin Florio

Luxury is at a new level

Many lines— Ponant, Silversea —have a reputation for offering a champagne-and-caviar experience on board. But two new players are upping the game for luxury at sea. Think all suites, more time in port, and food packed with Michelin-style pizzazz. Hotel titan The Ritz-Carlton has long been in the sailing space with its Ritz-Carlton Yacht Collection, but this October, it added the high-touch sophistication of the 298-passenger Evrima . Imagine the 624-foot vessel as a floating Ritz-Carlton resort sailing the Caribbean, the Americas, and the Med with a personal concierge assigned to every suite and a splurge-worthy tasting menu created by chef Sven Elverfeld of Germany's three-Michelin-starred Aqua . Next May, Explora Journeys , a new cruise concept from the Aponte family, founders of MSC Cruises , will launch the Explora 1, which will offer oceanfront suites and private terraces to all 900 passengers. A major focus will be guest well-being, a response to new needs emerging from the pandemic and other societal changes. “We are creating more immersive experiences in destination and the people you meet,” says CEO Michael Ungerer. For example, Explora 1 might spend up to three days in ports of call, like Istanbul, rather than blowing through. No itinerary will ever be repeated. “With Explora 1, it is all about the pace, and we know more time in port is what matters,” says Anne Scully , a travel adviser with Embark Beyond. The ship has four pools, ten lounges, and nine restaurants, so days at sea will never risk feeling like idle time. — Fran Golden

Return to Asia

“With travel spending up and two years of pent-up demand, Asia , which is a longer haul and a bigger investment, is on the front burner,” says Condé Nast Traveler specialist Angela Turen , of Churchill & Turen. The continent began reopening to international cruises in July 2022, when Royal Caribbean arrived in Malaysia, and the big lines have been moving in or expanding there since. Japan has been especially popular; in addition to the new Ponant sailings in the Seto Inland Sea launching in May 2023, Regent and Silversea are both offering new itineraries that circumnavigate the island nation, and Holland America Line will redeploy its Westerdam to Japan after it sailed out COVID-19 in Australia. Singapore expects to hit its pre-COVID passenger numbers in 2023, thanks in part to new itineraries like Viking's 15-day Bali-to-Singapore voyage, while RC's Spectrum of the Seas added two new 12-night itineraries for next year that visit countries like Vietnam and Thailand. “When will China reopen?” remains the big question, but most observers expect it to happen sometime next year. — E.F.

This article appeared in the December 2022 issue of Condé Nast Traveler. Subscribe to the magazine here . All listings featured in this story are independently selected by our editors. However, when you book something through our retail links, we may earn an affiliate commission.

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2023's biggest cruise trends

Posted by Jane Archer on 24 January 2023

Jane Archer charts the direction of the cruise industry in the year ahead

While there are still challenges ahead, cruise lines continue to push forward in their post-pandemic recovery, offering an even better experience on board – and on land – than ever before. 

In light of their progress and momentum, we asked cruise line executives to consult their crystal balls and forecast the industry trends for 2023.

Cruise Trend #1: People want a memory, not a souvenir Bernie Carter, Oceania Cruises senior vice-president and managing director EMEA, says the way that cruisers visit destinations will change in 2023.

“People will be taking the same cruises but having different experiences,” he explains, highlighting Oceania Cruises’ tours that include watching sheep shearers at work and going behind the scenes of architectural masterpieces. “It’s happening across travel. People want a memory, not a souvenir.”

Celestyal Cruises chief operations officer George Koumpenas says the line has created new and authentic encounters tours – anything from home cooking to mosaic making – because passengers are increasingly seeking local interactions. “They want to really experience the destinations they visit,” he says.

Cruise Trend #2:  Expedition Cruises As more people seek to tick off wish-list destinations, expedition cruising is on the rise.

The noise created by all the new entrants to expedition cruising has helped raise awareness of the sector, too, but it remains a niche market. Seabourn is one of those new entrants. Lynn Narraway, the line’s UK and Europe managing director, says expedition cruising is about the quality and level of learning and immersion.

“Travellers increasingly want bucket-list holidays that connect them deeply with these destinations,” she says. “The level of business we have indicates they are prepared to pay to get the best experience possible.”

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Cruise Trend #3:  Demand for Wellness River cruise line AmaWaterways has been a leading advocate for wellness, offering onboard fitness trainers and active excursions. AmaWaterways managing director Jamie Loizou believes it’s the way the sector is going in general as wellness becomes more mainstream.“People want to stay healthy, and the activities add to the destination experience.”

Jo Rzymowska, Celebrity Cruises vice-president and managing director EMEA, believes demand for wellness will continue to grow “despite the current climate”. She says: “Guests crave the chance to truly unwind, disconnect and nourish their mind, body and soul.”

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Cruise Trend #4:  Luxury Sailings The cost of living may be rising, but people will still want luxury cruises, says Rzymowska. “Research shows consumers are doing what they can to ring-fence their much-needed holidays, even as they tighten their belts elsewhere. Our ships continue to fill from the top down for 2023.”

Seabourn’s Narraway agrees: “Bookings for our ocean fleet in 2023 are very strong. We believe discerning travellers will continue to book despite recent economic issues.” 

Shanks believes the higher cost of living will have some impact on the luxury sector, but so far it's looking resilient. “People want space – a hangover from Covid – and they get that on a luxury ship. More than half of our 2022 bookings for 2023 and 2024 were from people new to Silversea.”

Cruise Trend #5:  Sustainable Cruising  Sustainability will be a key issue in decision-making going forward as lines look to deal with overcrowding, says Celestyal’s Koumpenas. “We must work with local communities and authorities. It’s important both for them and us.”

A-Rosa Cruises is a leading player in the green revolution, having launched the first river ship in Europe to operate on battery power. Managing director Lucia Rowe says: “River cruising is all about [the] destination so we have to protect it. We must be ready because one day customers will choose based on sustainability.” 

Silversea is following A-Rosa’s lead in 2023, launching the first hybrid luxury ship that will be emission-free while in port. 

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2024 Cruise Industry Update

Cruise Industry Present Day & Forecast

Cruise tourism is booming once again and is rebounding faster than other forms of travel and tourism! With 31.5 million passengers having sailed in 2023 and 35.7 million expected to sail in 2024 ( CLIA ), there’s no denying that the future of cruising is bright. Cruise is a resilient industry, and it continues to be one of the fastest-growing sectors of tourism.

Cruise Industry Overview Quick Facts ( CLIA ):

• 31.5 million cruise passengers sailed in 2023
• 35.7 million cruises passengers expected to sail in 2024
• 56 new cruise ships on order between now and 2028
• 73% of cruise travelers say travel advisors have a meaningful impact on their decision to cruise
• 82% of travelers who have cruised before say they will cruise again
• 75% of the U.S. population is within driving distance of a cruise port
• 10% of cruise travelers take three to five cruises a year
• 27% of cruisers over the past two years are new-to-cruise (an increase of 12%)
• Passengers sailing on expedition itineraries has increased 71% from 2019-2023
• Millennials are the most enthusiastic about planning a cruise holiday
• North America remains the largest cruise market
• Caribbean remains the top destination for cruisers
• Average age of a cruiser is 46 years old
• Cruise industry is expected to reach $28B in revenue by the end of 2024
• Cruise industry supports over 1.2M jobs worldwide

Cruise Industry Investment

The cruise industry has invested over $50 billion dollars towards driving innovation and transformations over the next 4 years. In pursuit of a more responsible, efficient, inclusive, and enjoyable vacation experience, cruise lines are investing in LNG-powered ships, eco-friendly cruise travel, enhanced use of technology onboard, more onboard entertainment and activities, multi-generational experiences, and much more!

One of the main areas that cruise lines have, and will continue to, invest heavily in is their ships! A fleet of brand-new cruise ships will set sail, bringing with them a wave of excitement, relaxation, and unforgettable experiences. Cruisers will have the opportunity to immerse themselves in a world of advanced technology and unparalleled comfort, indulging in luxury as they soak up the local culture, or embark on thrilling adventures. To read more about the new ships of 2024, head over to our blog: The 7 Most-Anticipated Cruise Ships of 2023 .

Private Islands

The private islands of cruise lines have always been some of the top destinations for travelers sailing to the Caribbean or Panama Canal. These exclusive retreats have something for everyone, from eco-tours and water excursions to theme park thrills and beach side lounging. With the rise of popularity of these private islands, cruise lines have invested billions of dollars into enhancing and expanding their private islands; creating over-the-top experiences to all those who visit. Here are a few cruise lines and their private islands (plus, 5 new private islands and beach clubs opening in the next two years):

• Azamara Club Cruises – Labadee, Haiti
• Carnival Cruise Line – Amber Cover, Dominican Republic / Mahogany Bay, Isla Roatan / Puerta Maya, Cozumel / Princess Cays, Bahamas / Half Moon Cay, Bahamas / Grand Turk Cruise Center, Turks and Caicos / Celebration Key, Grand Bahama*
• Disney Cruise Line – Castaway Cay, Bahamas / Lookout Cay Lighthouse Point, Bahamas*
• Holland America Line – Half Moon Cay, Bahamas
• MSC Cruises – Ocean Cay, Bahamas
• Norwegian Cruise Line – Great Stirrup Cay, Bahamas / Harvest Caye, Belize
• Princess Cruises – Princess Cays, Bahamas
• Regent Seven Seas Cruises, Oceania Cruises – Harvest Caye / Great Stirrup Cay, Bahamas
• Royal Caribbean International – Perfect Day at CocoCay, Bahamas / Royal Beach Club, Nassau / Labadee, Haiti
• Virgin Voyages – The Beach Club at Bimini

* Coming Soon

New Ports/Port Enhancements

Is there a better sign of a booming cruise industry than cruise lines adding/enhancing their embarkation and disembarkation ports? Royal Caribbean Group is a great example of how cruise lines are investing in the future by partnering with large infrastructure companies to withstand the volume of cruise passengers expected in the next few years.

“Our partnership with iCON is a unique opportunity to catapult us into the coming decades of port investments, build further financial strength, and provide exceptional cruising experiences, responsibility, to our guests at the best destinations in the world” – Jason Liberty, President and CEO of Royal Caribbean Group ( cruisehive )

Several other cruise lines including, Carnival Corporation, Virgin Voyages, MSC Cruises, and Norwegian Cruise Line have invested, or are committed to invest, hundreds of millions of dollars in the coming years to enhance their port presence.

Industry Trends

Each year new trends emerge in the cruising industry that pave the way for the future of cruising. In 2019, we saw an increased demand for off the beaten path destinations, tech-driven features on ships, and an increase in working nomads – to name a few. 2023 trends included a focus on sustainable and responsible tourism, the use of tech onboard, and longer and more luxurious cruises for the seasoned travelers, and shorter cruises for first timers. Fast forward to 2024, cruising trends today include sustainable and responsible tourism, younger generations being the future of cruise, the rise of expedition cruising, multi-generational traveling, solo cruising, and accessible shore excursions.

Environmental Sustainability

With a goal of net carbon neutral cruising by 2050, cruise lines are pursing innovative solutions, and investing billions, into sustainable cruising. But what exactly does this mean? For starters, almost all cruise lines are opting to use LNG for all new ships being built in the future. Liquified Natural Gas (LNG) are natural gasses that are drawn from the earth’s core and then are super cooled to become liquified natural gas. This liquified state makes the gas odorless, colorless, non-toxic, and non-corrosive. The advantages of adopting LNG are impressive as it creates a cheaper, more efficient, and more environmentally friendly gas. LNG releases zero sulfur, has 99% less particulate emissions, 85% less nitrogen oxide emissions, and 25% less greenhouse gas emissions. Using LNG will also result in a longer lifespan with less wear and tear on the engine, low maintenance costs, and cleaner emissions. For existing ships, the cost of converting to LNG would be too substantial so cruise lines are looking to other methods for these ships, such as exhaust gas cleaning systems.

An exhaust gas cleaning system, also known as a scrubber, allows ships to continue using heavy fueled oil, while reducing their Sulphur oxide and particulate matter emissions. In short, this scrubber will literally scrub away harmful sulfur oxides from exhaust gases. Adopting ECGS will allows ships to reduce their sulfur oxide levels by 98%, reduce total particulate matter by 50%, and reduce nitrogen oxides by 12%.

Furthermore, more and more ships are being fitted with advanced wastewater treatment systems, to ensure the quality of treated wastewater and equipped with the ability to receive shoreside power connectivity which allows ships to turn off their engines and tap into cleaner energy available at ports, cutting emissions and harmful toxins.

For more details on what cruise lines are doing to lessen their impact on the environment, here are a few cruise line sustainability websites:

• https://carnivalsustainability.com/
• https://www.celebritycruises.com/ca/about-us/sustainability-efforts/environmental-Initiatives
• https://disneyparksnews.com/uploads/sites/4/2019/07/DCL_Env_Fact_July-2019.pdf
• https://www.msccruisesusa.com/en-us/About-Msc/MSC-Sustainability.aspx
• https://www.ncl.com/about/environmental-commitment
• http://sustainability.rclcorporate.com/

Responsible Tourism

Responsible, or sustainable tourism, is just as important as environmental sustainability, as these practices often go hand in hand. As economically advantageous as it to draw hundreds, if not thousands, of visitors to a destination, the disadvantages of overcrowding, and careless behaviors by tourists, are a detriment to the unique heritage, landscape, and way of life of the places visited. As the demand for cruising increases steadily with each passing year, cruise lines are aware of their responsibility to not only preserve the physical land they allow passengers to traverse, but also to respect, protect, and value the culture and environment of the places they visit.

Cruise lines are working with local communities to brainstorm creative ways to manage the flow of tourists they bring to shore, as well as implementing the highest standards of responsible tourism ( CLIA ). For example, Princess Cruises embodies a concept of “ socially conscious ” cruising.

“It’s about creating a small group that have immersive training onboard, and then when they go ashore, it’s about doing things that are good for the local communities,” Vice President of North American Sales for Carnival Corp. and Princess John Chernesky said.

Other examples include how CLIA Cruise Lines, in collaboration with the Mayor’s office and the City Council, developed new measures to alleviate tourism flow issues in Dubrovnik; in Santorini, the cruise industry worked with local authorities on a new ship arrival management system to spread the flow of tourists visiting the system; and in Alaska cruise lines have implemented more stringent waste water requirements than even the communities on land ( CLIA ). Royal Caribbean International also offers more than 3,500 shore excursions that are GSTC-certified. To be certified by the Global Sustainable Tourism Council (GSTC), a shore excursion must be a one-of-a-kind experience that respects local culture and its surroundings.

Catering to Younger Generations

Retirees, empty-nesters, and old couples – this is what most people considered to be the cruiser demographic in the past. But not anymore! The cruising world has drastically changed as younger generations are favoring experiences and adventures over material goods. And the numbers don’t lie – cruising demographic has changed over the last few years with the average age of a cruiser dropping down to 46! Gen-X and Millennials are the most enthusiastic about planning a cruise vacation with 84% of Gen-X and 81% of Millennials planning to cruise again ( CLIA ). As the preference for experiences becomes an increasing trend, cruise lines are adapting by creating innovative, cutting-edge, and entertaining ships, as well as itineraries that cater to a younger crowd. These include, but are not limited to, music festivals at sea, remote destination itineraries, tech-inspired ships, and endless activities onboard.

It’s important to note that with all this attention given to younger generations, cruise lines have NOT forgotten about the older generations; their bread and butter that brought cruising to the forefront of vacation planning. There are still plenty of cruise lines, ships, and itineraries that cater to a more refined taste and traditional way of cruising, with elegantly designed staterooms, traditional dining rooms, and culture-rich onboard and off-shore experiences.

Rise of Expedition Cruising

Who says you can’t have adventure AND luxury?! Small-ship expedition cruising is a hot trend that has slowly gained popularity over the past few years with the number of passengers sailing on expedition itineraries increasing 71% from 2019-2023 ( CLIA ). Although these cruises come with a higher price tag, more and more cruisers are flocking to these itineraries that offer once-in-a-lifetime experiences. From the Arctic to the Galapagos Islands, expedition cruising allows adventure enthusiasts the perfect opportunity for eco-discovery in exotic lands, along with luxurious accommodations. Seabourn, Viking, Silversea, Hurtigruten, and Scenic Luxury Cruises & Tours are just a few of the cruise lines offering expedition cruising.

Multi-Generational Traveling

Cruises have become a popular choice for multi-generational travelers – with 28% of travelers cruising with three to five generations in one group ( CLIA )! The rise in popularity of cruising is due to several factors including: variety and abundance of food choices for particular taste buds, entertainment and activities for all ages, optional private shore excursions, family-geared staterooms, and unpacking once while visiting multiple destinations!

Accessible Shore Excursions

With 45% of cruise travelers booking an accessible shore excursion in the past year ( CLIA ), accessibility is imperative to travel and something that cruise lines and tour companies are placing more of a focus on. Today, there are more than a 100 accessible shore excursions available in cruise ports and they all have the same objective in mind: to cultivate the best, and most comfortable, experiences possible for travelers with mobility disabilities.

Solo Cruising

Solo cabins, although much smaller than double-occupancy cabins, are the answer solo travelers have been waiting for. The ability to unpack once, have all your meals included, and explore multiple destinations, all without paying a single-supplement fee, has made cruising a much more affordable and exciting vacation option for those opting to travel alone. This is probably why 10-13% of cruise travelers from North America are traveling solo. Millennials and Gen Z are more likely to travel solo than any other generation ( CLIA ).

Here is a list of a few of the major cruise lines doing their part to assist solo travelers:

• Royal Caribbean International
• Norwegian Cruise Line
• Holland America Line
• Costa Cruises
• Cunard Line
• AmaWaterways.

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• Business Management

Cruise market trends: How to sail through the disruptive landscape?

March 22, 2021 •

8 min reading

At the beginning of 2020, the ocean cruises industry was one of the fastest growing sectors of the travel industry. No less than 55 cruise companies operate 278 ocean cruise line ships, with another 28 new ships that will be delivered in 2021. In addition to the ocean cruise sailing capacity, there are over 500 river cruise ships. Ocean, river and specialty cruise lines represent more than 95% of the global cruise capacity. Market segments of ocean cruise lines companies can be clustered into first class, premium or contemporary, luxury and specialty cruise lines. In 2019 the worth of the world cruise industry, was more than $150 billion in direct and indirect revenues.

According to the Cruise Lines International Association (CLIA), the world’s largest cruise industry trade organization, the number of cruise ship passengers has increased from 17.8 million in 2009 to 30 million in 2019, an annual growth rate of 5.4%. Prior to the business lockdown due to the COVID-19 pandemic, the forecast for 2020 was a further increase to 32 million passengers. In 2019, the most popular cruise destination was the Caribbean region (42% of all cruise), followed by the Mediterranean (16%), Asia and China (14%), and Northern Europe (6%). In 2019 the number of passengers split by origin, was the following (data in millions): 15.41 were North American, 7.71 European and 3.75 Asia.

The average age of passengers was 46.7 years. However, considering that Generation Z surpassed Millennials as the largest demographic group in 2020, the average will eventually decrease in the next decades as the Z Generation is considered to become one of the largest market segment in the cruise industry.

Major trends that will shape the industry over the next decade, include:

• Environmental sustainability: the industry is investing heavily in waste reduction with innovative cutting edge environmental technology, such as the use of liquified natural gas (LNG), exhaust gas cleaning (EGCS), advanced water treatment systems and shoreside electricity;
• Responsible tourism: cruise lines are working with local communities to find the best way to manage the flow of passengers visiting each port of call, to protect the culture, the environment, the unique heritage and landscape of destinations visited;
• Catering to single cruisers: sales strategies are now much more sensitive to the needs of “solo” cruisers;
• Theme cruises, alternative destinations and duration of cruises: the continued growth of luxury expedition cruising, alternative destinations such as private islands and marine reserves and the growing number of two- and three-day micro-cruises;
• New onboard IT digital experience: the growing interest of Millennials and Generation Z in cruises, which will become the largest consumer generation, is driving the upgrade of internet connectivity on-board. Cruise ships are massively investing the availability of in line apps, wearable technology (multifunctional bracelets that include geolocation system), cabin voice recognition devices, facial recognition cameras, touch screen devices for on-board service reservations, digital concierge services, robotics (bartenders preparing and service cocktails e.g.) and health apps;
• New innovative onboard concept venues and accommodation: cruise passengers are increasingly looking for a sense of privacy, different service experiences and entertainment;
• Last but not least, the mandatory adoption of COVID-19 related measures to ensure a safe and healthy on-board environment for all passengers and crew members.

Cruising through the new disruptive COVID-19 scenario

Cruise line companies seeking to emerge in a stronger position after the pandemic should develop a systematic understanding of how passengers’ habits have changed during the crisis and how it affects their behavior within their entire customer journey: from the decision-making process that is leading travelers to select a cruise company, down to their trip back home after disembarkation. Which variables will passengers take into consideration in selecting their next cruise? What do passengers expect in terms of safety and health standards? How will cruise lines keep their ships free from COVID-19, and how will they prepare themselves for further outbreaks? These are key aspects that cruise companies need to fully understand keeping their loyal passengers and to bring in Generation Z as well.

Disruptive business crises such as the COVID-19 pandemic, further enforce the logic that corporate strategies is the way a company select a competitive positioning. While operations strategy is the way to reach and defend the competitive position chosen by the company. It means that relevant new requirements, COVID-19 related, need to embrace the business mainly at two levels: corporate and operations which remain the strongest competitive advantage for a cruise line company. New protocols have been developed to implement measures which aim at minimizing the exposure to and transmission of COVID-19 on board its cruise vessels and through all the customer journey when applicable. The way the protocols will be implemented within the operations, will ensure the consolidation of the longstanding competitive advantages cruise companies have achieved until the COVID-19 crises.

From a corporate prospective the main focus will be on ensuring a consistent level of governance and compliance with the protocols conceived according to rules, regulations issued by governments and national public health institutes. A resilient monitoring of the pandemic must be also a priority. The target is to constantly deliver a safe and healthy experience to passengers preserving the service excellence guests were used to, before the COVID-19 pandemic crises. It goes without saying that crew members and employees ashore, who represent the strongest asset in any hospitality business, will play a strategical role in developing, implementing and keeping the new standards up to date.

From an operational viewpoint, cruise companies will implement new procedures which will impact the passengers cruise experience and the on-board operations such as pretesting and vaccination for all passengers and crew members, embarkation and disembarkation, social distancing in public areas, on-board back and front of the house operations, medical and public health standards and shore excursions activities. Health and safety have always been paramount to the way the cruise business has been run. With procedures already in place before the pandemic and the new protocols, cruise companies will be able to ensure the necessary high standards of safe and healthy operations guests are expecting to cruise with full confidence.

Which value proposition for future landscapes

Despite the COVID-19 pandemic, cruise companies are progressing on existing fleet expansion projects and restarting shipyards operations that were put on hold in 2020. While the delivery dates have been extended, no large ocean cruise ship orders have been canceled since the industry went on pause. The new building continues also in the cruise-ferries and river ships business.

When the industry will restart, the passengers experience and the operations are likely to look very different on board. Cruise companies are picturing cruise ships as the safest form of travel for the future, promoting the vessels as a COVID-19 free environment or “bubble” and communication strategies are focused on the effective implementation of tested protocols. Time will confirm whether it will be enough to cope with the pandemic crises or if it will be necessary to re-conceive the core of the cruise business itself in the long run (itinerary planning, size of the vessels, product and services offered on board e.g.).

The key leverages in facing the new landscape remain the on-board operations and the crew members, crucial in facilitating and guiding passengers through the cruise experience at sea. This is where the core competitive advantage of cruise companies lays.

In this context, EHL Advisory Services’ value proposition to the cruise business is based on:

• Developing corporate strategies to meet new market trends and challenges, preserve and add value to the business;
• Developing health protocols;
• Designing and implementing on-board operational procedure focused on cost controlling, inventory     management and replenishment, ensuring corporate governance and compliance;
• Developing tailor-made training programs to enhance service excellence at sea;
• Managing business development projects.

References:

• Cruise Lines International Association (CLIA)
• COVID-19 and Cruise Ship Travel
• COVID-19 impacts on global cruise industry How is the cruise industry coping with the COVID -19 crisis ?
• Growth of the Ocean Cruise Line Industry
• How Can Cruise Lines Attract New Cruisers in 2021?
• Cruise industry tries to rebuild after coronavirus shutdowns
• When will it be safe to cruise again? These signs that will help you decide when to sail
• State Of The Cruise Industry: Smooth Sailing Into The 2020’s
• 27 shocking cruise industry statistics and facts for 2021
• Why cruise ships are setting sail again as COVID-19 rages
• These startling pictures show the impact of COVID-19 on the cruise industry
• Number of ocean cruise passengers worldwide in 2019, by region
• Segmentation and targeting in the cruise industry: an insight from practitioners serving passengers at the point of destination
• Newest Cruise Ships
• Cruise Ship Construction Proceeding Despite Continuing Industry Pause
• Cruise Industry Trends for 2020

Consultant, EHL Advisory Services

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Rough seas or smooth sailing? The cruise industry is booming despite environmental concerns

by Frédéric Dimanche and Kelley A. McClinchey, The Conversation

Cruise ship season is officially underway in British Columbia. The season kicked off with the arrival of Norwegian Bliss on April 3—the first of 318 ships that are scheduled to dock in Victoria this year. Victoria saw a record 970,000 passengers arrive in 2023, with more expected in 2024.

The cruise industry was badly hit by the suspension of cruise operations due to the COVID-19 pandemic in 2020. Fueled by heavy consumer demand and industry innovation, cruising has made a comeback. It is now one of the fastest-growing sectors, rebounding even faster than international tourism.

While many predicted a difficult recovery , a recent industry report shows a remarkable post-pandemic rebound . Two million more people went on cruises in 2023 versus 2019, with demand predicted to top 35 million in 2024.

But environmental issues plague the sector's revival. Are they an indication of rough seas ahead? Or will a responsive industry mean smooth sailing?

Cruising has long been criticized for being Janus-faced : on the surface, cruises are convenient, exciting holidays with reputed economic benefits. But lurking underneath are its negative environmental and social impacts .

Unprecedented growth

Newly constructed mega-ships are part of the industry's unprecedented growth. Royal Caribbean's Icon of the Seas is the largest cruise ship in the world , with 18 decks, 5,600 passengers and 2,350 crew.

MSC World Europa with 6,700 passengers and 2,100 crew, P&O Arvia with 5,200 passengers and 1,800 crew, and Costa Smeralda with 6,600 passengers and 1,500 crew also claim mega-ship status.

Those sailing to and from Alaska via Victoria will be some of the estimated 700,000 passengers departing Seattle on massive ships three sport fields in length.

Baby boomers represent less than 25 percent of cruise clientele. Gen X, Millennials and Gen Z have more interest than ever in cruising, with these younger markets being targeted as the future of cruise passengers.

The Cruise Lines International Association asserts that 82 percent of those who have cruised will cruise again . To entice first-timers and meet the needs of repeat cruisers, companies are offering new itineraries and onboard activities, from simulated skydiving and bumper cars to pickleball and lawn bowling.

Solo cruise travel is also on the rise, and multi-generational family cruise travel is flourishing, explaining the extensive variety of cabin classes, activities and restaurants available on newly constructed and retrofitted ships.

However, only a few cruise ports are large enough to dock mega ships. Cruise lines are responding by offering off-beat experiences and catering more to the distinct desires of travelers.

In doing so, there is a move towards smaller vessels and luxury liners , river cruises and expedition cruising . Leveraging lesser-known ports that can only be accessed via compact luxury ships offers more mission-driven, catered experiences for the eco-minded traveler.

Cruising and environmental costs

Cruise ship visitors are known to negatively impact Marine World Heritage sites. While most sites regulate ballast water and wastewater discharge, there are concerns about ship air emissions and wildlife interactions .

Cruise ship journeys along Canada's west coast, for example, are leaving behind a trail of toxic waste . A study by environmental organization Friends of the Earth concluded that a cruise tourist generates eight times more carbon emissions per day than a land tourist in Seattle.

Also, a rise in expedition cruising means more negative impacts (long-haul flights to farther ports, less destination management in fragile ecosystems, last chance tourism ) and a rise in carbon dioxide emissions.

Toxic air pollutants from cruise ships around ports are higher than pre-pandemic levels, leaving Europe's port cities "choking on air pollution ." Last year, Europe's 218 cruise ships emitted as much sulfur oxides as one billion cars—a high number, considering the introduction of the International Maritime Organization's sulfur cap in 2020 .

Rough seas ahead or smooth sailing?

Royal Caribbean said its Icon of the Seas is designed to operate 24 percent more efficiently than the international standard for new ships. International Maritime Organization regulations must be 30 percent more energy-efficient than those built in 2014.

But despite the industry using liquefied natural gas instead of heavy fuel oil and electric shore power to turn off diesel engines when docking, industry critics still claim the cruise sector is greenwashing . As a result, some cities like Amsterdam, Barcelona and Venice are limiting or banning cruise ships .

Environmental critiques remain strong, especially for polar expeditions . The industry must respond and increase sustainability efforts , but their measures remain reactive (i.e., merely meeting international regulations) rather than proactive. In addition, by sailing their ships under flags of convenience , cruise companies evade taxes and demonstrate an unwillingness to abide by a nation's environmental, health and labor regulations.

In any case, environmental concerns are escalating along with the industry. Travel agents and industry figures are aware of these impacts and should help promote cruise lines that demonstrate a commitment to sustainable practices.

Local residents need to expect more from port authorities and local governments in order to cope with cruise tourism . Cruise consumers should recognize the environmental costs of cruising, and demand accountability and transparency from cruise lines.

Provided by The Conversation

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Royal Caribbean Lifts Profit View Again on Cruise Boom, Higher Prices

FILE PHOTO: Royal Caribbean's Icon of the Seas, the largest cruise ship in the world, is docked at Costa Maya Cruise Port, in the village town of Mahahual, Quintana Roo state, Mexico, February 6, 2024. REUTERS/Paola Chiomante/File Photo

By Juveria Tabassum and Doyinsola Oladipo

(Reuters) -Royal Caribbean Group on Thursday raised its annual profit forecast for a second time, after record bookings during the first quarter and higher ticket pricing boosted its results, sending its shares 4% higher premarket.

Soaring demand for vacations at sea has given cruise operators ample room to raise ticket prices as the industry looks to close the pricing gap between more expensive land-based holidays and give their profits a lift.

Royal Caribbean also beat expectations for quarterly profit and revenue, with half of its yield growth coming from higher ticket pricing.

"Our existing fleet along with our new ships continue to perform exceptionally well, highlighted by the market response to the launch of Icon of the Seas," said CEO Jason Liberty.

The company now expects annual adjusted profit between $10.70 and $10.90 per share, compared with its earlier forecast of $9.90 to $10.10.

The Celebrity Cruises operator carried 2.05 million passengers in the quarter, nearly 14% higher year-over-year. It also reported record demand during the "wave season" - a period marked by special cruise deals and discounts for the year.

That helped its quarterly revenue of $3.73 billion surpass expectations of $3.69 billion, according to LSEG data.

Higher ticket prices have helped shield the company from slightly steeper net cruise costs expected this year due to increased dry dock days, as well as an impact from canceled voyages to the Red Sea amid tensions in the region.

The company expects net cruise costs excluding fuel to increase about 5.5% for the year, up from its earlier forecast for a rise between 3.75% to 4.25%.

Royal Caribbean's adjusted earnings per share of $1.77 beat market expectations of $1.33.

"I remember owning the stock in 2022 and every client was giving me grief about it," said Peter Ahluwalia, manager at Belinvest Global Equity Fund that holds Royal Caribbean stocks and chief investment officer at Swiss Partners Group. "We're turning almost 45% return on equity at the moment, which is quite incredible."

Shares of the company have risen 126% to about $137 in the past year.

(Reporting by Juveria Tabassum in Bengaluru and Doyinsola Oladipo in New York; Editing by Devika Syamnath)

Copyright 2024 Thomson Reuters .

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Princess is launching an all-inclusive, 4-month, around-the-world cruise for $20,000— see what it'll be like

Posted: May 4, 2024 | Last updated: May 4, 2024

• Princess Cruises announced a 114-day  world cruise to 52 destinations in 2026, starting at $20,000 per person. 
• Guests who book early would get a free, all-inclusive package, a first for Princess' global itineraries.
• Extended and all-inclusive cruises have emerged as big trends in the vacation industry.

Princess Cruise's new around-the-world voyage will hit two vacation trends in one itinerary.

In January 2026, the company says its Coral Princess will embark on a 114-day cruise to 52 ports in 28 countries and six continents — more destinations than any of its previous global sailings .

It's the Carnival Corp brand's latest appeal to the extended cruising trend . But it's not the only fad this four-month vacation is targeting.

The sailing, which starts at $20,000 per person, also marks the first time Princess is offering a complimentary all-inclusive package as a way to entice early bookings.

Ultra-long and all-inclusive cruises have emerged as big trends in the industry.

Regent Seven Seas, Azamara, and Oceania's 2024 around-the-world cruises all sold out before departing in January. The former was fully booked within three hours, while every cabin on the latter was called for in 30 minutes.

Besides being high-end, these three companies share one commonality: some level of all-inclusiveness , as is common with premium cruise lines.

Mass-market cruise companies rarely go the all-inclusive route.

Princess, Royal Caribbean, and Norwegian are generally beloved for their affordability.

But if you want to experience all their ships have to offer, be prepared to face a list of up-charged amenities like pay-to-play rides and specialty restaurants . After all, there's a reason their base fares are much cheaper than their increasingly popular ultra-luxury, all-inclusive counterparts.

But Princess has been increasingly vying for a slice of the luxury cruiser pie.

The cruise line says guests who book its 2026 world cruise early (that is, by the end of October) will receive its most inclusive Princess Premier package for free. The perk — launched two years ago — covers amenities that typically have a fee, like WiFi, premium drinks, some specialty restaurants, and workout classes.

Travelers who reserve one of the ship's high-end cabins by the same deadline would also receive complimentary airport transfers and airfare, services normally exclusively offered by luxury cruise lines .

The itinerary would have two roundtrip embarkation options: Fort. Lauderdale, Florida, on January 5, 2026, or Los Angeles 16 days later.

From there, the 2,000-guest Coral Princess would sail more than 35,000 nautical miles to ports in North America, the Pacific Islands, New Zealand and Australia, Asia, the Mediterranean, Europe, and Central and South America.

It wouldn't be Princess' longest voyage — that title goes to its 116-day world cruise in 2025 — but it would be one of its most destination-heavy.

While two days longer, next year's around-the-world cruise would hit six fewer ports and four fewer countries than its 2026 counterpart.

According to the itinerary, about half of the 2026 voyage consists of sea days.

That's a lot of time on the water with no land in sight. Luckily, travelers can keep themselves entertained by attending lectures and programs related to the destinations, leisuring around the adult-only lounge, or taking a dip in Coral Princess' four pools.

The 21-year-old ship also has 10 places to grab a bite, although the Italian and steakhouse restaurants are considered specialty. Premier is the cruise line's most inclusive package, but it only includes 16 free dinners at these upcharge restaurants, paced once a week.

Princess is still a mass-market cruise line, after all.

The company has been increasingly dangling its inclusive package as a big perk.

The company says its two-month-old Sun Princess will debut in the US in October with its first-ever Sanctuary Collection . Travelers who splurge on these expensive and luxurious accommodations would be rewarded with two major benefits: a private lounge and Princess Premier.

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Norwegian cruise mogul’s success secrets: Focus on the wealthy and absolutely no kids allowed

Torstein Hagen founded his cruise line with a few simple principles in mind. Among them: focus on the wealthy and intellectually curious; no nickel-and-diming; and no kids.

Almost three decades on, his Viking Holdings Ltd. is among the world’s biggest luxury cruise operators, and Hagen’s fortune will surpass $5 billion as the company completes its initial public offering in New York.

Viking  raised  $1.54 billion from the oversubscribed share sale, showing that investors are willing to pour money into a sector that was decimated by the Covid pandemic and now is rebounding.

The shares  priced near the top  of the marketed range, according to a  regulatory filing , valuing the company at around $10.4 billion. Hagen controls roughly half of the shares, making him the second-richest person in the industry after Carnival Corp. Chairman Micky Arison, according to the Bloomberg Billionaires Index.

The listing also marks the pinnacle of an endeavor that, in Hagen’s  words , began with “two guys with two mobile phones and four river ships” seeking to woo customers who sought “more than just a vacation.” As the 81-year-old chief executive officer has often told journalists: Viking cruises are for the thinking person, not the drinking person.

Viking representatives didn’t respond to requests for comment on Bloomberg’s calculation of Hagen’s fortune.

Physics Degree

Born near Oslo, Hagen earned a degree in physics from the Norwegian Institute of Technology and an MBA from Harvard University. After a stint in management consulting, he entered the cruise industry in the 1970s. Around two decades later, following multiple failed attempts to help buy or otherwise take control over cruise lines with different investor groups, Hagen led the purchase of the four river ships and formed Viking.

The company initially focused on cruises along rivers up and down Europe before expanding into ocean travel and special expeditions to places like Antarctica and the US Great Lakes. Based in Bermuda, Viking today operates 92 vessels and employs more than 10,000 people. 

Its target customers: affluent English speakers aged 55 or older, with time and money to explore the world. Last year, 90% of its clients came from North America, according to the company’s registration statement. In the US, the 55-plus cohort holds around three-quarters of the country’s household wealth, Federal Reserve  data  show. 

In recent years, Viking has sold stakes to the Canada Pension Plan Investment Board and alternative-asset manager TPG Inc. Both offloaded more shares in the offering than initially anticipated, according to a  filing .

Read More: TPG, CPPIB Are Said to Weigh Offering More Shares in Viking IPO

Hagen didn’t sell stock. His daughter, Karine, who has been working for Viking since it was founded and is now executive vice president, will control a small stake of less than 1%.

Viking said proceeds from the offering will be used to “increase our capitalization and financial flexibility” given its “substantial indebtedness.” It had $5.4 billion of debt at the end of 2023.

In a letter to shareholders included in the registration statement, Hagen noted the company sees big growth potential among consumers in China and elsewhere around Asia. That would go beyond “China Outbound,” the cruise offering in Europe with full crews of Mandarin speakers that Viking launched in 2016. The firm is also exploring safaris and land tours.

“We view Viking as the premier provider of travel experiences for thinking people,” the billionaire wrote in the letter. “We do not try to be all things to all people.”

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Are you planning a cruise for summer or fall? Brace yourself for a shock

Are you looking to take a cruise between now and the end of the year? We have some bad news: You might have a tough time finding a cabin — at least if you want a specific type of room on a specific ship.

Bookings for cruises have been on fire for months , pacing at record levels. As a result, nearly nine of every 10 cabins available for 2024 sailings are already booked, the top executive of one of the world's biggest cruise companies revealed Thursday.

"We only have about 12% load factors left to build for the year," Jason Liberty, Royal Caribbean Group CEO, noted in a conference call with Wall Street analysts, using a term that refers to the percentage of cabin space that is available on ships.

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Liberty said bookings for cruises accelerated in April beyond an already blistering pace set in the first three months of the year. The surge occurred despite a rapidly dwindling amount of open cabin space for 2024 sailings.

"Bookings have consistently outpaced last year throughout the entire first quarter and through April, even though we have significantly fewer staterooms left to sell," Liberty said.

Royal Caribbean Group is the parent company of Royal Caribbean , the world's biggest cruise line, as well as Celebrity Cruises and Silversea Cruises . It also owns a partial interest in Germany-based cruise brands TUI Cruises and Hapag-Lloyd Cruises.

Liberty was only referring to Royal Caribbean Group brands when making the comments about bookings. But other cruise companies, including Carnival Corporation and Norwegian Cruise Line Holdings, have reported similar strength in bookings in recent months.

As one of the biggest cruise brands in the world, Royal Caribbean Group also serves as a bellwether of sorts for the industry when it comes to booking strength.

The result: soaring cruise fares

With demand for cruises at record levels and cabin supply quickly disappearing, cruise lines have been able to raise prices significantly in recent months on top of sharp price increases throughout 2023.

During Thursday's conference call with Wall Street analysts, Liberty said the bookings that customers at its brands made during the first three months of the year were "at much higher prices than 2023" fares.

Liberty also noted that yields at Royal Caribbean Group brands for cruises that customers took during the first three months of the year were up 19.3% as compared to the same months in 2023. That was nearly four percentage points higher than the company was predicting just a few months ago.

Related: 6 ways to get a deal on a cruise

Yield is a measure of how much money cruise lines make per passenger.

"The first quarter was tremendous, sending us well on our path to a year that is significantly better than we expected just a few months back," Liberty said.

Liberty attributed the strong growth in bookings and pricing in part to the line's rollout of the record-size Icon of the Seas in January, which has been a huge hit . He also noted strong bookings and pricing across the entire fleets of its brands for all key itineraries.

Both new ships and older ships are in hot demand, Liberty suggested, with demand particularly strong from North American travelers. Roughly 80% of all Royal Caribbean Group bookings this year have come from North Americans — an unusually large percentage.

The company is also seeing a surge in first-time cruisers, a category known in the industry as the "new to cruise" market.

"Our addressable market is expanding, and 'new to cruise' continues to grow, increasing 16% year over year," Liberty said. "These guests are discovering our differentiated vacation experiences and are increasingly returning to us as we see repeat rates over 30% higher compared to 2019."

Liberty also noted the company was drawing more younger customers, including a growing number of millennials.

"Millennials and younger generations have gained 11 percentage points share compared to 2019, and today almost one in two guests are millennials or younger," he said.

Cruise bookings are surging in part because vacationers are seeing the value in cruising as compared to other types of vacations that involve land travel, Liberty suggested. Liberty and other cruise executives believe cruises are priced significantly below the level of land resorts on a like-for-like basis, even after the sharp increases in cruise fares over the past year.

"Despite our ability to narrow the gap [in pricing] to land-based vacations in the last 12 months, cruising still remains an exceptional value proposition," Liberty said.

Also driving cruise bookings is the fact that a strong economy has consumers feeling flush and willing to spend on vacations, Liberty suggested. He noted that consumer sentiment is high, "bolstered by resilient labor markets, wage growth, stabilizing inflation and record-high household net worth."

In addition, "consumer preferences continue to shift toward spend on experiences, particularly priority for travel," he said.

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