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View from the Cabin: Trends Shaping the Modern Cruise Experience

Cruise travel is diversifying. Younger travelers—with and without families—are increasingly choosing cruise for their next trip.

Motivations and expectations across all age groups are also shifting, opening new pathways for loyalty brands to engage these customers and capture a higher share of the leisure travel wallet.

Arrivia’s latest report, View from the Cabin, reveals what’s driving cruise decisions across age groups. Based on responses from 4,541 U.S. adults, including a subgroup of 1,058 “active cruisers,” the findings illuminate the biggest opportunities for brands to bring cruise into their loyalty ecosystem.

Inside this report, you’ll discover: 

  • Why shorter sailings are bringing more first-time cruisers onboard.
  • The expanding importance of private islands and river cruises in shaping brand choice.
  • How flexible payment options can influence booking behavior. 
  • Why the rise of multi-generational cruise travel requires a sophisticated loyalty platform.
  • What makes travelers book through loyalty programs—and what keeps them from doing so.

Understanding Today’s Cruise Traveler

View from the Cabin

Our latest cruise research examines who cruises, why they cruise and the barriers that remain. It highlights the trends that position cruise as a loyalty growth driver—supported by its strong repeat rates and cross-generational appeal and ability to compete directly with land vacations.

Key takeaways include:

 

40%

40% of respondents would swap a planned land vacation for a cruise if it offered equal or better value.

21%

21% booked their most recent cruise through a loyalty program.

55%

55% say a private island factors into their decision to book, with one in four willing to switch brands for access.

63%

63% are interested in a river cruise, but only 10% have one booked, showing untapped demand.

Cruise is more than another booking option; it is a growth channel for loyalty programs. By aligning with travelers’ changing expectations, brands can transform cruise into a high-value differentiator that keeps members engaged and coming back.

Download the full View from the Cabin report here.