As cruising continues its upward trajectory, consumer habits and booking trends are evolving fast. This year saw a further reshaping of perception about cruise, with Brits broadening their horizons beyond traditional ocean voyages

Emerging river destinations continued to excite, and shorter sailings enticed younger travellers. Cruise lines have responded to shifting priorities over flexibility, exclusivity and value for money by expanding their reach through new itineraries and onboard activations.

A greater focus has been placed on ‘ship within a ship’ concepts, solo travellers, and partnerships with other cruise lines from different sectors to attract a larger clientele that share the same ethos. Here, we’ve canvassed the thoughts of the industry leaders who are witnessing this evolution first-hand.

Lee Haslett, chief commercial officer for Celestyal, says: “We’ve seen our average guest age fall. For the Arabian Gulf it now sits at 44 years, reflecting a shift that’s being mirrored across the wider industry, and one we believe will continue into 2026.”

Haslett feels shorter itineraries allow first-time cruisers to dip their toe in without committing to a fortnight at sea. That flexibility has been instrumental in attracting younger couples, groups of friends and multigenerational families, proving that cruise is now a holiday choice for all ages.

Tony Andrews, managing director of Cruise.co.uk, thinks travellers want more bang for their buck when planning a trip. “With affordability as such a clear priority, cruising remains one of the most cost-effective ways to enjoy a holiday,” he says.

“Full-board dining is included, as well as West End–style entertainment, children’s clubs and fitness facilities. Compared to hotels, the difference is clear.” For Graham Carter, co-founder of Unforgettable Travel Company, demand for boutique cruising has remained strong due to the personalised, immersive experience.

“We’re also seeing a growing desire from multi-gen guests and large groups for small-ship cruising and itineraries that offer a more intimate way of travelling,” he adds. “We recently had a group of 18 people, all from the same family, aged from 30 to 80 years old, join us for a Croatian cruise, sailing from Split to Dubrovnik. We’ve also had younger guests, aged 17, travelling with their parents and grandparents.”

This highlights the versatility of small-ship cruising as an experience that brings generations together while still delivering the intimacy and authenticity which travellers seek. The message is clear: cruising has evolved into one of the most adaptable and inclusive holiday choices available. Looking ahead, the industry shows no sign of slowing.