CTN Investigates: How Gen Z is driving the multi-gen cruise boom
As more young people turn to cruising to satiate their desire to travel the world, cruise lines and agents across the UK are noting a sharp uptick in the popularity of multi-generational bookings
Generation Z is turning into Generation Sea as more young people are opting for a holiday on the high seas. They’re the driving force behind a rise in multi-generational travel, with CLIA finding the average age of cruisers in Britain and Ireland has fallen to 54.3 from 55.1 in 2023 and 57 in 2019.
Globally, 28 per cent of passengers are travelling with three or more generations. The trend has been noticed by agents, too, who are booking many more families looking to sail together, sharing some activities and dining while being free to do their own thing at other times.
Cruising is an especially stress-free option, with an array of amenities – like kid’s clubs and multiple dining options – close to hand. After surveying nearly 5,000 customers, Iglu Cruise found that grandparents often pick up the bill for multi-generational cruises, particularly for special occasions, such as celebrating retirement.
The older members of the family also come in handy as free childminders when parents want to enjoy a bit of ‘us time’. The agency’s chief commercial officer, Dave Mills, says: “We have a handful of customers over 100 so we’re keen to take a four-generation booking soon.”
For years, the big cruise lines have been attracting a wider range of ages with children’s clubs, connecting cabins, special shore excursions, a broad range of entertainment and even whole neighbourhoods dedicated to families.
Destinations have increasingly involved islands where everyone from babies to centenarians can have a good time. Major player Royal Caribbean has done its own research, polling 1,000 British children aged between six and 11, finding nearly half enjoy holidays more when grandparents join in.
Youngsters’ favourite activities include swimming, visiting a waterpark and trying different foods – all catered for by Royal’s ships, especially the new Icon class.
Gerard Nolan, vice president for Europe, Middle East and Africa, says: “From racing waterslides and ziplines, to relaxing moments, incredible entertainment and dining options to suit every palate, every member of the family can enjoy their perfect holiday, both together and in their own way.”
Over at MSC Cruises, Antonio Paradiso, vice president of international sales, says they have seen “a notable shift” over the past five years, with more younger travellers and families choosing cruise holidays. “Families and multi-generational groups are a rapidly increasing part of our guest base, with 50 per cent growth in the last three years.”
MSC Cruises, which has a partnership with Lego, offers free children’s clubs. Its latest ship, World America, also has areas designed specifically for kids and teens, adults-only zones and shared spaces for all generations.
“Many of our ships offer interconnecting cabins, ideal for families who want to stay close while giving teens their own space,” Paradiso adds.
One cruise line with a large family attraction is Disney, which offers favourite characters, themed dining, fireworks at sea and child-friendly resorts of Castaway Cay and now Lighthouse Point. Cruises can also be tied in with stays at Disney World in Florida.
As for the British market, Rob Scott, P&O Cruises vice president brand, marketing and sales, says: “There is something very special about watching three generations of a family come together on a cruise – grandparents sharing stories over dinner, parents finally getting a moment to relax, and kids making new friends in the clubs.”
Marella has age-specific clubs catering for children aged from six months to 11 years, while teens can enjoy their own dedicated hangout space, complete with video games, air hockey and more.
Alaska, the Galápagos, Baja California, Iceland and Antarctica are particularly popular with families
Greece-based Celestyal, which now offers Middle East cruises in the winter, has an average age of 44. In the last 12 months, one in five passengers has travelled as a family, with ages ranging from three months to 101 years old.
Janet Parton, the line’s vice president of business development, says: “Late-night and overnight stays in ports like Santorini and Mykonos provide the flexibility for families to explore at their own pace. Our shorter cruise durations – typically three, four and seven nights – also make it more manageable for younger cruisers.”
Bigger ships with plenty of space and dedicated facilities are easy picks for families.
But what about luxury lines with small ships and generally older clientele? Luke Smith, vice president sales for UK and EMEA at Crystal, says: “With accommodations ranging from solo rooms to suites with sofa beds, Crystal offers more space per passenger than any other cruise line, giving you plenty of room to all socialise together.
“Crystal also provides several entertainment options and activities, from talks to Broadway‑style shows, as well as golf and pickleball, children’s activities on select voyages, and an inspiring selection of shore excursions.”
Unforgettable Croatia operates a series of ships along the Dalmatian Coast with no more than 38 passengers. Co-founder Graham Carter says: “We’ve had an 18-strong family group aged from 30 to 80 join us for a cruise from Split to Dubrovnik, as well as 17-year-olds travelling with their parents and grandparents.
“Small-ship cruising is not just about the onboard amenities but the quality of the shore experiences and a highly personalised journey that encourages people to savour the moment.”
Meanwhile, Lynn Narraway, vice president UK and EMEA for Seabourn, reports an increase in multi-gen families with older or adult children booking with the ultra-luxury line. “Our expedition ships are ideal for a family group looking for immersive soft adventure experiences,” she adds.
Agents can set up group spaces with Seabourn with as few as five suites, with no deposit required, with benefits including onboard spend and complimentary events such as a private drinks party onboard.
For us as agents, we tend to look to cruise lines with lots of wow factors and where there are an array of things to do so all the family is kept happy
National Geographic-Lindblad Expeditions, meanwhile, is seeing a greater mix of ages from babies to 90-year-olds, with up to 20 people travelling together. Chief commercial officer Noah Brodsky says: “Alaska, the Galápagos, Baja California, Iceland and Antarctica are particularly popular with families. In these destinations, kids and teens can participate in our National Geographic Explorers-in-Training programme which connects young travellers with nature to discover the world like scientists and tell the story of their surroundings.
“They can also join their parents and grandparents on activities such as snorkelling over tropical reefs, hiking across the Arctic tundra, kayaking among icebergs, ziplining through a rainforest canopy and paddleboarding along wildlife-stuffed shores.”
Among river lines, one of the most family-friendly is German-based A-Rosa River Cruises which offers many fully bilingual cruises. Its ship Sena has one deck dedicated to 12 cabins that sleep parents with up to three children – two in a bunk and one on the sofa. Youngsters also have a large pirate-themed playroom called Treasure Island.
Managing director Lucia Rowe says: “Grandparents, parents and children enjoy sharing experiences both on and off the ship and learn a little too while exploring all the cities and towns along the way. Our excursions include chocolate museums, zoos, bike tours and jeep safaris.”
Riviera Travel tends to attract adults in their late 30s or mid-40s travelling with their parents, especially for milestone birthdays. Product director Will Sarson says: “We’re increasingly seeing multi-generational families choosing our cruises as a way to celebrate life events or spend meaningful time together.”
From an agent’s perspective, the ever-evolving “ship within a ship” concept from the likes of NCL with The Haven, Celebrity’s Retreat or the MSC Yacht Club, is a good way to convince grandparents to book a holiday with the whole family.
Emma Otter, of Travel Counsellors, says: “It helps reassure them that they can enjoy peace and quiet – and time out! – even when holidaying as a family.”
Clare Dudley, managing director of Ponders Travel, adds: “I have noticed so many more grandparents wanting to take their family on holiday. For us as agents, we tend to look to cruise lines with lots of wow factors and where there are an array of things to do so all the family is kept happy.”
The combination of the older generation wanting to spend their savings on memorable holidays with younger travellers eager to explore the world has opened the door to a new strain of client and boosted commission earnings on big‑ticket trips for travel agents.
To maximise this opportunity, it’s crucial to understand the differing product types in the market and how each cruise line caters for different ages onboard.
Multi-gen cruise selling tips
“Highlight the onboard entertainment that’s perfect for families looking to create shared memories, as well as flexible dining times in specialist restaurants that allow all ages to eat together at their own pace,” – Chris Hackney, managing director, Marella Cruises
Most questions from customers in this category are about bed layouts in cabins, interconnecting cabins and the availability of kids’ clubs, so be prepared. The rise of the ‘ship within a ship concept’ is also helping to bolster this trend,” – Dave Mills, chief commercial officer, Iglu Cruise
“My advice is don’t be shy when it comes to highlighting small-ship cruising. Many families and groups want immersive holidays that visit hidden gem destinations and showcase real local culture in its most authentic form,” – Graham Carter, co‑founder, Unforgettable Croatia.
