Exclusive: why ‘mature’ travellers are crucial for the future of cruise
Following his insightful look at the importance of the mature cruise market at the 2025 Cruise Summit, Fred. Olsen Cruise Lines’ head of sales Geoff Ridgeon expands on why this demographic cannot be ignored if the cruise industry is to continue to grow
‘How do we attract more new-to-cruise guests?’
It’s a question I – and many others in the industry – are asked with increasing regularity. And with good reason. It’s a never-ending mission; after all, there will always be a wave of travellers who we can tempt to board a ship for the first time.
What I have noticed, however, is that this question is often posed in relation to “younger” cruise goers. There’s a clear trend of the industry chasing a different demographic to the classic, traditional view of who a cruiser is.
Bigger ships, more gadgets, nightlife designed to appeal more for Gen Z and millennials – all exciting developments that demonstrate how innovative cruise is. And yes, the average age has dropped to 54, down from 57 in 2019, according to CLIA, so it’s working.
Nevertheless, it’s important not to lose sight of the “mature” market, which throughout the years has represented such a core part of the sector – and will continue to do so moving forward.
At Fred. Olsen Cruise Lines, our average guest is in their 60s, so it’s fair to say we appeal mostly to retired or semi-retired travellers. But this is not an argument purely to highlight what works for us. Across the industry, on any given ship and departure, we know a significant share of guests onboard could be considered a “mature” traveller.
The great thing for cruise is that there are many within this demographic who are yet to take a holiday at sea. Data from the ONS shows that the UK will see an increase in the over-65 population, and according to ThisisMoney.co.uk, 66 per cent of over 50s planned to take multiple holidays last year – that represents a huge untapped market for the trade.
It’s important to remember that age doesn’t define someone’s energy, curiosity or their spending power. And it certainly doesn’t define someone’s desire to travel.
Today’s retirees are not passive. They’re active, affluent and ready to travel, choosing to spend their money enjoying life, and that spending is increasingly directed at meaningful travel, so why not cruising? It offers comfort, enrichment, safety and connection, key elements that this demographic values.
Of course, evolving the cruise experience to attract younger guests makes sense for long-term growth. But it shouldn’t come at the cost of alienating a core demographic; the two can live in harmony. The real opportunity for cruise lines and travel agents isn’t just in targeting the young, but rather in recognising the young-at-heart, no matter their date of birth.
Geoff Ridgeon is head of sales at Fred. Olsen Cruise Lines
