Millennials and Gen Z present a significant opportunity for the cruise industry. Data from the Cruise Lines International Association (CLIA) Sentiment Perception and Intent Survey indicates that more than one-fifth of global cruise travelers are millennials (those between 27 and 44 years old) and millennials combined with Gen Z, who range from 12 to 27 years old, account for 36% of cruisers.
To tap into the potential future growth these demographics represent, cruise operators should evolve to meet these travelers’ distinct preferences, who value flexibility, sustainability and personalized experiences.
Quick Escapes and Customization
Millennials thrive on spontaneity and short getaways. To appeal to this audience, cruise operators are designing itineraries that cater to busy schedules, such as weekend cruises or three to four-day options. These shorter trips are perfect for travelers juggling careers and social lives, offering an efficient way to recharge without sacrificing too much time.
Customization is equally key. By enabling passengers to curate experiences – like booking wellness activities, exclusive shore excursions or dining at pop-up eateries – cruise lines can replicate the personalization that appeals to this audience.
Tech-Savvy Travel
Gen Z is digitally native and younger millennials got online at a young age. Cruise operators should reflect this reality. Streamlined mobile apps that enable booking, onboard navigation, and activity scheduling are essential. Integrating augmented reality (AR) and virtual reality (VR) can also elevate the onboard experience, from exploring ship amenities virtually to previewing shore excursions.
Sustainability as a Selling Point
Environmentally conscious millennials prioritize brands with strong sustainability initiatives. By implementing cleaner fuel technologies, minimizing waste and offering eco-friendly shore excursions, cruise operators can align with these values and stand out in a competitive market.
Instagram-Worthy Experiences
Social media remains a powerful influencer for these demographics. Unique design elements, immersive activities and scenic stops that lend themselves to shareable moments can make a significant impact on this cohort’s decision to book travel. Think private island experiences, underwater dining or themed cruises focused on interests like music, fitness or pop culture.
Aon Travel Takeaway:
“The cruise industry’s pivot to cater to millennials and Gen Z isn’t just smart business – it’s essential,” said Beth Godlin, president of the Aon Affinity Travel Practice. “By offering experiences that are customizable, tech-forward and sustainable, operators position themselves as the ultimate travel option for this influential demographic. These travelers want brands to understand their values and meet them where they are, both literally and figuratively.”
Godlin added, “Insurance is no exception to this emphasis on customization. Partnering with a broker to design custom coverage options tailored to help address the needs of this demographic is crucial for meeting their expectations. From flexible trip cancellation policies to activity-specific coverage, personalized solutions will only help to enhance the appeal of cruise travel for younger generations.”