Small-ship cruising is no longer a niche – it is fast becoming one of the most dynamic growth stories in the industry, writes Unforgettable Travel Company co-founder Graham Carter

New analysis of UK search behaviour, undertaken by digital travel marketing agency Adido and Unforgettable Croatia, the luxury small-ship cruising company I head up, shows search demand for 19 identified small-ship and luxury cruise brands, who all carry less than 250 guests, has increased by 71 per cent over the past two years. That’s not an anomaly; that’s sustained growth.

And it’s not just brand-specific searches. Generic UK search terms such as ‘small ship cruises’, ‘luxury small ship cruises’, ‘expedition cruising’ and ‘yacht cruises’ are up 37 per cent in two years. Expedition cruising alone has nearly tripled compared with 2022. That’s serious momentum.

So, what’s driving it? In short, guest demands are changing. The cruisers of today are looking for greater immersion, destinations that provide something different, and increasingly, fewer crowds. Small-ship cruising ticks every one of those boxes. Operators, such as us at Unforgettable Croatia, can access ports the big ships can’t, resulting in itineraries that feel genuinely curated and which align with the desire for meaningful travel.

And yet, despite this, small-ship cruising is still under-represented in the wider conversation. For many, the term ‘cruise’ still automatically leads to ideas of larger ships carrying many thousands of guests, with a floating resort style of experience. Small ships are growing fast, but from a smaller base. In some cases, awareness still lags behind demand.

However, this gap is an opportunity for operators and travel agents alike. If small-ship lines can come together more visibly, we can amplify our voice substantially and supercharge awareness of what a small-ship cruise is and why it’s an ideal choice of holiday for both returning cruise clients and those who are new to cruise completely.

For travel agents, the opportunity is equally significant. Significant rises in online searches show this is long-term structural growth, as opposed to a passing trend. Clients are actively researching; they’re curious and want to be guided by an expert.

The future looks bright. The challenge now is making sure that we, as an industry, seize the opportunity that exists and open up the world of small-ship cruising to more people than ever before.

Graham Carter is co-founder of Unforgettable Croatia