With research showing a rise in yacht-style cruising, Jack Carter asks why travellers are prioritising slowness over spectacle

Something curious is happening in the cruise industry right now. As Europe’s shipyards put hammer to nail on the next generation of mega ships, interest in more intimate sailing experiences is growing, with a cohort of small-ship operators out to prove that bigger isn’t necessarily better.

The benefits are hard to argue with. These are ships that can glide effortlessly down narrow locks and canals, drop anchor metres away from soaring glaciers and sail into the heart of major cities, calling into ports that are simply out of reach for today’s maritime giants.

Equally alluring is what’s happening on board, where inside cabins make way for spacious, ocean view accommodation, and favourable crew-to-guest ratios translate to a more personal, anticipatory experience. Think of it like sailing on a private yacht, but for a fraction of the cost. And now, Britain’s holidaymakers are wising up.

According to research from marketing specialist Adido and luxury travel company Unforgettable Croatia, online searches for small-ship cruises – those that carry less than 300 guests – have increased by 71 per cent in the past two years. As surprising as this shift may seem, there’s an inevitability to it too.

While the floating waterparks, Broadway-style productions and head-spinning array of dining options are unquestionably appealing, scale isn’t everyone’s cup of tea. As a result, ambivalent travellers are turning to refined voyages that prioritise slowness over spectacle.

“The difference between large ships and small ships is the intimacy, the authenticity and the fact that you don’t have the queues that you get on big ships,” says Simon Terry, captain of Windstar Cruises’ Star Legend. “It’s a homely, family environment.”

This isn’t the only influencing factor. According to Cruise Trade News’ 2026 Annual Report, in partnership with Mail Metro Media, nearly half of regular cruisers are more interested in visiting off-the‑beaten-track destinations than ports they’re familiar with.

Furthermore, 62 per cent of the regular sailors surveyed say they plan to visit somewhere new in 2026. While this trend has been growing since travel restarted after the pandemic, only now has it begun reshaping people’s cruise habits.

Indeed, when asked to choose between sailing on a traditional ocean vessel or a smaller ship, over 65s voted overwhelmingly in favour of the latter. “

The main attraction for sailing with us is that we get into smaller ports,” says Helen Beck, managing director, global commercial for Windstar Cruises. “When sailing up the Adriatic coast, we call in at ports like Piran in Slovenia, or Zadar and Hvar in Croatia – places many people may never have heard of. These are the gems that guests remember most.”

Windstar Cruises’ fleet of all-suite, yacht-style ships visit roughly 330 ports across Europe, the Caribbean, Asia, and South and North America. Its newest ship, Star Seeker, which launched in December, will be joined by Star Explorer at the end of the year before a special christening ceremony in London in 2027.

With capacity for 224 guests each, they join a fleet that is tailor-made for immersive shoreside adventures. “Take Alaska, for example,” adds Beck. “Even when we’re not in port, we can drop anchor and take the Zodiacs out to get up close to the glaciers. We can also sail right up the Chao Phraya River into the heart of Bangkok, negating the need for the three-hour transfer from the port.”

You don’t need to leave British waters to witness astonishing natural wonders

While the ability to reach out-of-the-way ports is one of the biggest draws of a small-ship cruise, it’s also a boon for domestic travellers, with the UK’s archipelagos, canals and riverways providing a straight shot for outdoorsy escapes.

“We often welcome well-travelled guests who have explored the wider world and are now looking for adventures closer to home – places they might not have visited before, or haven’t been to since childhood,” says Ken Charleson, managing director of Hebridean Island Cruises.

“You don’t need to leave British waters to witness astonishing natural wonders, and that no-fly element is, for many, a welcome bonus.”

The line’s trio of ships, which carry up to 50 guests, are small enough to ferry passengers to wildly beautiful islands that those on larger vessels can merely sail past. They can even venture up the Caledonian Canal, slicing through the Scottish Highlands to Inverness.

“Our Lord of the Highlands itinerary is particularly popular with customers who might previously only have considered European river cruises,” Charleson adds. “The calm, scenic transit of the Caledonian Canal is a great ‘bridge’ for those less comfortable with open‑sea conditions.”

“It’s about making you feel special while on board, and when you have the numbers that we do, that’s easier than on the bigger ships,” adds Terry. “I believe that’s what makes Windstar special. It’s the way the crew interact with our guests and deliver an authentic and exceptional service.”