With cruise starting to dominate content channels on TikTok and Instagram, younger audiences are now coming around to the idea of a holiday at sea, writes Andy Headington, CEO of travel marketing agency Adido

Anyone who’s been playing close attention to the figures will have seen a clear pattern begin to emerge in recent years, which is that the average age of cruise-goers in the UK and Ireland is decreasing.

According to the latest CLIA stats, in 2023 the average age of cruise-goers was 55.1 years, down from 56.1 in 2022. In addition, research from cruise specialist cruise.co.uk states that the average age has dropped by 11 years since 2019, from 66 years old to 55 years old.

However, younger generations are also starting to take a greater interest in cruise. According to research carried out by Sail Croatia, those aged between 16-24 years old are now the most likely age group to book a cruise.

Meanwhile, CLIA’s most recent State of the Cruise Industry report found that interest in cruise among millennials (a person born between 1981 and 1996) has never been higher, with 77 per cent of millennials surveyed saying they have an active interested in booking their first cruise.

So what’s sparking interest among these experience-hungry travellers? While it’s true that cruise holidays are becoming more popular in general, with significant increases in passengers annually, the growing prevalence of cruise-specific content on platforms like TikTok and Instagram has positively impacted younger audiences’ preconceptions toward the sector.

According to a 2023 online survey commissioned by Royal Caribbean International, 68 per cent of 25–34-year-olds who use TikTok said they would let a random TikTok filter decide their next holiday for them. Meanwhile, 66 per cent said they already have or would let the platform choose where they travel next.

This trend coincides with the increase in cruise-specific content on TikTok (there are currently 226.6 million posts related to the term ‘cruisetok’), meaning lines who can meet the demand for thumb-stopping, reels-based content have an opportunity to reach a new-to-cruise audience who are ready to let their holiday habits be influenced by engaging travel brands.

The power of ‘do-it-yourself’ cruise content

A key driver of interest on social media platforms is user-generated content. When done right, it can be authentic and honest and can create viral waves in the digital world. Take Instagram, for example. The #cruiselife hashtag has 2.2 million posts from cruise-goers looking to share their holiday moments with the world.

As a result, lines are encouraging passengers to create enticing social content on their behalf by introducing ‘instagrammable’ areas onboard – such as eye-catching backdrops or spectacular dishes that elicit genuine food envy – to ensure their product becomes the star of the post.

Millennial audiences also participate in online communities, particularly on websites such as Reddit and Discord servers. Doing so offers a sense of belonging where users can share common interests and opinions.

The subreddit r/cruise has more than one million members and is ranked #10 in the Travel and Holiday category. This presents an opportunity for lines and agents to directly target cruise-specific communities with content that’s relevant to the discussions taking place within these online forums.

Another area where the industry has progressed is with its use of technology. Digitally fluent guests want an easy, fuss-free way to interact, and many lines have apps that can be used to personalise experiences onboard, often even before the cruise has departed.

The reality is that cruise is, now more than ever, appealing to a wider audience. Waves of cruise-focused social media content have impacted how younger generations of travellers feel about cruising as a holiday option and opened many eyes to the exciting onboard activities and beauty of being away at sea.

Andy Headington is CEO of Adido