Exclusive: How small ship cruising is shaping the future of travel
Co-founder of Unforgettable Croatia Graham Carter on how luxury small ship cruising is redefining the UK cruise market, and what opportunities this burgeoning sector offers travel agentsÂ
Luxury small ship cruising has become one of the most exciting growth areas in UK travel – and its rise shows no sign of slowing down.
With CLIA reporting another record-breaking year for UK cruise bookings, it’s clear that travellers aren’t just sailing more, they’re sailing differently. And that’s before you even account for the luxury small ship sector, which often sits outside the traditional reporting metrics.
Today’s guests are increasingly seeking more tailored, high-end experiences that offer intimacy over scale and nowhere is that shift more visible than in the growing demand for boutique and luxury small ship cruises.
Our more than 95 per cent occupancy rate for 2025 and beyond, coupled with a record number of passengers joining us last year, tells its own story.
For a long time, there’s been a misconception that cruise holidays are dominated by ocean cruising and larger ships. That idea is now firmly outdated.
While of course it’s still a critical part of our industry, we’re also seeing strong demand for something more intimate, more exclusive and more immersive.
Luxury small ship cruising offers exactly that. With fewer guests on board, a higher crew-to-guest ratio, and access to smaller, lesser-known ports, these cruises deliver an exceptional level of authenticity and attention to detail.
From private yacht charters to boutique ships with under 50 guests, it’s now a thriving sector in its own right.
At Unforgettable Croatia, we’ve seen first-hand how UK travellers are embracing this style of travel. Our fleet of luxury small ships give guests the chance to explore Croatia’s stunning coastline in a relaxed, informal atmosphere.
It’s luxury without pretence, and strikes a chord with everyone from honeymooners and regular travellers to solo explorers looking for connection and comfort.
Importantly, this growing appetite creates real opportunities for the UK travel trade. Luxury cruise bookings are among the most valuable an agent can make, not only in terms of commission but also in terms of customer satisfaction and long-term loyalty.
These guests are looking for tailored advice, expert insight and something they can’t just click and book online – and that’s where the agents are essential.
We’re committed to supporting agents in capitalising on this demand. Through fam trips, dedicated training, flexible booking policies and generous incentives, we’re ensuring that agents have the tools and confidence to present small ship cruising as a stand-out option – not just for the seasoned cruiser, but for anyone seeking a different kind of holiday experience.
CLIA’s passenger announcement marks a high point for the industry; and for luxury and small ship cruise operators, it’s only the beginning.
As customers seek more meaningful, personalised experiences, luxury small ship cruising isn’t just growing, it’s helping shape the future of how we travel. With the support of our trade partners, luxury small ship cruising is poised to take an even greater share of the spotlight.
Graham Carter is the co-founder of Unforgettable Croatia
