Exploration travel, radical sabbaticals, wellbeing and shorter sailings – cruise industry leaders outline the top trends in cruise you need to be across.
The cruise industry has enjoyed an incredible resurgence since cruising re-opened post-pandemic, and as CLIA Australasia’s Managing Director, Joel Katz, points out, “Cruise travel has become one of the strongest areas of international tourism”.
And, he says, that’s likely to build further into 2025 as demographics change and new cruisers come on board.
Katz says the cruise industry overall is seeing a significant increase in first-time cruisers, with 30 per cent of guests sailing on their first cruise.
“We are seeing an increasing number of younger cruisers and the average age of an Australian cruise passenger is now just 48.4 years, down from 50.4 in 2019.
“Around one-third of Aussie cruisers are aged under 40, and Gen X (those born from about 1965-1980) and Millennials (born 1981-1996) are now among the most passionate cruisers”.
Cruising has also become a top choice for multi-generational travellers, and it is now common to see larger family groups sailing together.
“More than a quarter of cruise guests today are sailing in groups of three to five generations. At the same time, solo travel is another rising trend, and cruise lines are responding by providing more cabins designed for solo guests or promotional fares for those travelling alone.”
Celebrity Cruises: Wellness, shoulder season and shorter sailings
Celebrity Cruises Vice President and Managing Director APAC, Tim Jones, says with rising global interest in health and wellbeing, so too is the demand for holidays that support travellers’ overall health and wellness goals.
“This means something different to everyone, and our immersive holiday experiences provide ample opportunities to both restore and explore.
“Guests can enjoy plant-based menus, a state-of-the-art fitness centre and onboard walking tracks, or take their rest and rejuvenation up a level in one of our AquaClass staterooms (or Aqua Sky Suites, with the added benefits of The Retreat), and enjoy access to eight unique wellness spaces in the exclusive SEA Thermal Suites on Celebrity Edge.“
And, he says they are also seeing more Aussies embrace shoulder season.
“Often this is when Aussies are securing the best deals or seeking a more comfortable climate. For those looking to stay local, March is a fantastic time of year to witness the bucket-list-worthy Great Barrier Reef as we transition out of summer.
“Meanwhile, those travelling abroad in May have a phenomenal opportunity in Alaska to spot wildlife such as whales and bald eagles onboard Celebrity Edge, while marvelling at glaciers from the 13-deck-high Magic Carpet.”
Jones says it’s also seeing growing interest in short cruises throughout Europe, “the perfect add-on for Aussies looking to make the most out of their Euro summer trips. Trying to fit so many landmarks into a month-long trip can be overwhelming”.
“Our seven-night Celebrity Ascent Greece, Malta and Turkey voyage is a popular itinerary that takes the stress of planning away, allowing guests to immerse themselves in these classic locations on our newest ship.
“From 2026, travellers can also enjoy a seven-night Italy, Spain and the French Riviera sailing on the new Celebrity Xcel, launching in November 2025, as part of its inaugural sailing season in Europe.”
MSC: Exploration travel, radical sabbaticals, set-jetting and culinary tourism
MSC Cruises Marketing and PR Manager, Australia and New Zealand, Michelle Warren says one of the most notable trends is the growing appetite for exploration travel over traditional sun-seeking holidays.
“Travellers are increasingly drawn to destinations with natural wonders and pristine landscapes, and MSC Cruises is answering this call for “coolcations” with our first-ever Alaska sailings from Seattle from May 2026.”
She says the rise of remote work is fuelling another trend: “radical sabbaticals”.
“More people are using work-from-anywhere programs and sabbaticals to take extended trips and MSC’s World Cruises offer the perfect fit. With visits to up to 50 destinations across 32 countries and world-class WiFi, guests can easily blend work and travel.”
And she says another interesting shift is the surge in “set-jetting”.
“Travellers are seeking out iconic locations from books, movies and TV shows. MSC Cruises’ itineraries include a collection of these cultural and cinematic gems, many of which are in the Mediterranean – one of MSC’s key regions.”
Warren says culinary tourism also continues to grow.
“Beyond the many renowned food destinations we visit, MSC Cruises offers curated culinary shore excursions and unique onboard dining experiences. In April 2025, MSC Cruises will launch the first Eataly restaurant at sea on MSC World America.
“Finally, the all-inclusive model remains a favourite, but travellers are increasingly willing to spend more for an elevated offering. MSC Yacht Club (main image), MSC’s luxury ship within a ship concept, has been especially popular among Australian guests with its refined all-inclusive offering and private facilities.”
Norwegian Cruise Line: Relaxation, value, choice and experiences
Norwegian Cruise Line Director Marketing Asia Pacific, Michelle Wiederman, says its guests are increasingly looking for cruise experiences that enable them to focus more on relaxation and cultural immersion.
“Our guests are drawn to itineraries that provide deeper destination immersion with more time in port, overnight stays and a variety of shore excursions. This, combined with the convenience of exploring multiple destinations and only having to unpack once, makes cruising the ultimate travel choice.”
She says there’s also a growing desire for specialty dining experiences, indulgent spa treatments and social spaces that suit everyone from solo travellers to multi-generational families.
“Couples are looking for ways to reconnect, appreciating options like cosy dining venues, serene spa treatments for two, and intimate bars and lounges for sunset cocktails.”
Wiederman says NCL is now offering more to see with more time in port at 400 destinations, in response to guest feedback.
“Following the success of NCL’s two Prima class ships Norwegian Prima and Norwegian Viva, we will launch our first Prima Plus Class ship, Norwegian Aqua, in March 2025. This next class of ships will bring even more spacious accommodation, expanded dining options, and enhanced onboard experiences for guests seeking variety and comfort at sea.”
Royal Caribbean International: first-time cruisers, multi-gen travel and a new younger market
Royal Caribbean International Vice President and Managing Director Australia and New Zealand, Gavin Smith says it’s seeing extremely strong demand from first-time cruisers who understand the benefits of a cruise holiday, as all your needs are met from the moment you step on board.
“Nothing else quite matches the ease of being able to visit multiple countries and only unpack once, without the need to spend precious holiday time in airports or pay for expensive hotels in peak summer periods.”
He says they’re also seeing a surge in younger generations considering a cruise holiday due to the all-inclusive nature of cruise which is “a big drawcard for people looking for experience-led trips”.
“Additionally, the appetite to cruise for multi-generational families continues to grow as ships are designed to keep people of all ages entertained across a wide range of experiences – there are not many other travel experiences where the entire family can choose their own adventure throughout the day and reunite in the evening for quality time over family dinner. “
“We often see grandparents booking suites for themselves and financially supporting the cruise with rooms for the rest of the group, which in turn introduces their younger family members to cruising.”
For more information, visit CLIA, Celebrity Cruises, MSC Cruises, Norwegian Cruise Line, Royal Caribbean International.
