Cruise-Ready and Eager to Explore: Value-Driven Travelers Fuel Industry Growth in New Survey
International study finds that 55% of prospective cruisers are likely to book in 2025–2026
KANSAS CITY, MO (May 8, 2025) – MMGY Travel Intelligence‘s new international study of prospective cruisers was unveiled today in partnership with Travelzoo, revealing the segment’s prioritization of iconic destinations, bundled value and wellness-focused experiences. The comprehensive report examines the attitudes, motivations and behaviors of these travelers from the U.S., UK, Canada and Germany – countries that together represent more than two-thirds of the global cruise market.
Portrait of International Cruise TravelersTM provides a thorough exploration of how prospective cruisers plan, prioritize and book their vacations, revealing critical insights for travel brands and cruise operators eager to tap into this evolving segment. With 19% of survey respondents already booked for 2025–2026 cruises – and 55% likely to book – the industry is poised for continued growth. Ocean cruising remains the dominant choice, with expedition and river cruises gaining in popularity.
“Even in times of economic uncertainty, one thing remains clear: Travelers are prioritizing meaningful, memory-making experiences – and cruising continues to be a powerful part of that equation,” said Katie Briscoe, CEO of MMGY Global. “This study reflects a pivotal shift in traveler mindset. Today’s cruise travelers are motivated by value, personal well-being and immersive itineraries that go beyond the expected. To win their consideration, brands must deliver more than a destination – they must create journeys defined by simplicity, flexibility and a true sense of discovery.”
Additional key findings of the study include:
- Cruises Are Inherently Luxurious – Overall, 43% of travelers already view a standard cruise as a once-in-a-lifetime or luxury experience. The study also unveiled that luxury is defined differently across markets; American travelers prioritize premium suites and fine dining, while younger generations value cutting-edge technology and design.
- Cost and Value Remain Critical Considerations – Across markets, the perception of value for the cost remains the top barrier to cruise bookings. On the other hand, bundled offers, early booking discounts and extended time in destinations are strong motivators for travelers seeking affordable cruise options.
- First-Time Cruisers Seek Convenience – All-inclusive pricing, bundled flights and shore excursions offer peace of mind and simplicity, which are especially appealing to those who have never cruised before.
- Domestic vs. International Travel Patterns – While Europeans have been the most active international travelers post-pandemic, 38% of U.S. travelers have remained domestic in their trips, signaling untapped potential for cruise offerings close to home. Strong U.S. demand for these trips leads to domestic vacations being planned further in advance. Canadian travelers take a more last-minute approach, with 70% booking domestic vacations within three months of departure, compared to just 59% of U.S. travelers.
- Solo Voyages and Cruising With Friends on the Rise – While partners and families make up 3 in 4 cruise travel parties, around 20% of travelers are interested in cruising solo or with friends, indicating an emerging opportunity for new cruise formats.
Featuring market-specific takeaways and more nuanced topics, Portrait of International Cruise TravelersTM is now available as part of an all-access subscription to EurekA! – MMGY’s new searchable research platform. To learn more, visit mmgyintel.com/eureka.
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Media Contacts
Sydney Bernard
sbernard@mmgy.com
Cat Jordan
cjordan@travelzoo.com
About Portrait of International Cruise TravelersTM
The information presented in this report was obtained by MMGY Travel Intelligence through an online survey fielded from Jan. 24 to Feb. 3. Yielding at least 1,500 respondents each from the United States, UK, Germany and Canada, all participants were aged 18 or older and self-identified as a cruiser (having cruised in the last three years) or a prospect (having never taken a cruise but expressed an interest in doing so).
About MMGY
As MMGY Global’s flagship integrated marketing and communications agency specializing in travel, tourism and hospitality – MMGY knows travel. Drawing upon our own research and insights from over four decades of working with clients around the world, we bring a new perspective to connecting travel brands with today’s traveler. Offering services from integrated marketing and creative to destination representation and PR, we provide our clients with unrivaled expertise. For more information, visit mmgy.com.
About Travelzoo®
We, Travelzoo®, are the club for travel enthusiasts. We reach 30 million travelers. Club Members receive Club Offers personally reviewed by our deal experts around the globe. We have our finger on the pulse of outstanding travel, entertainment, and lifestyle experiences. We work in partnership with thousands of top travel suppliers—our long-standing relationships give us access to irresistible deals.