It is my pleasure to welcome you to our second Annual Industry Report, in partnership with Mail Metro Media.

Cruise demand is at record levels; bookings have never been higher; and Brits’ desire to see the world via the oceans and rivers is skyrocketing.

However, as the industry continues to home in on the new-to-cruise market, a lack of focus on retaining loyal customers is leading many to turn to land-based holidays. What impact will this have on the industry in 2026 and beyond? This topic, as well as an overview of popular destinations and the marketing trends shaping the sector, is up for investigation in our in-depth report.

Mail Metro Media’s data and insight team have helped us access an audience of travellers for whom cruise is either a regular fixture of their holiday patterns or is likely to be in the near future.

I’d also like to extend a huge thank you to the sponsors of this report, whose expert analysis has helped bring our data to life, and a special thanks to our headline partner Virgin Voyages.

Happy reading!