Introduction: A New Wave
The cruise industry is experiencing a demographic demand shift. Look no further than recent Destination2Cruise booking data which reveals that cruise bookings have surged a whopping 367% among 22-30-year-olds year-on-year (2024-2025).
This demand is corroborated beyond Destination2Cruise data, in that according to J.P. Morgan’s Cruise Industry Outlook and CivicScience, 73% of Millennials and Gen X travellers are considering a cruise. And for those who have cruised before, according to the Cruise Lines International Association’s 2025 State of the Cruise Industry Report, 87% of Gen Z and 86% of Millennial cruisers express a strong intention to cruise again, so there is something about the experience that firms are getting right in order to drive retention.
This shift indicates that cruising is no longer dominated by baby boomers, as younger generations increasingly turn to cruising and in turn prompt cruise lines to adapt their offerings to meet the demands of this younger segment.
Why Cruises Appeal to Gen Z
a. All-Inclusive Value
Cruises offer bundled packages that include accommodation, meals, entertainment, and transportation between destinations. This all-in-one pricing appeals to Gen Z’s budget-conscious nature, providing clarity and value.
b. Social Media-Worthy Experiences
Modern cruise ships boast TikTokable and Instagrammable amenities – from rooftop infinity pools to uniquely themed restaurants. The ever-changing backdrops of different ports provide endless content opportunities for social media enthusiasts.
c. Diverse Destinations in One Trip
Looking at a recent EY report, Gen Z travellers are generally looking for authentic and culturally rich cruise experiences rather than traditional luxury.
Cruises allow travellers to explore multiple destinations without the hassle of coordinating separate accommodations and transport. This aligns with Gen Z’s desire for diverse experiences within a single journey.
d. Wellness and Mental Health Focus
From onboard yoga and spa services to “digital detox” areas, cruises tap into Gen Z’s prioritisation of wellness and mental health.
Gen Z Priorities On Cruises
a. Fitness
Gen Z places a strong emphasis on maintaining an active lifestyle, even while traveling. Cruises catering to this generation often feature state-of-the-art fitness centres, group workout classes such as yoga, Pilates, and high-intensity interval training (HIIT), as well as outdoor running tracks and rock climbing walls.
Fitness-focused shore excursions like hiking, cycling, or kayaking appeal to Gen Z’s adventurous and health-conscious mindset, making activity options a must-have priority.
b. Fast and Reliable Internet
Gen-Z are a digital generation. Many in this generation are digital nomads or remote workers who require seamless internet access to maintain productivity while enjoying travel.
Cruise lines have responded by upgrading onboard connectivity, offering affordable or even complimentary high-speed WiFi packages, and creating dedicated coworking spaces.
For example, Virgin Voyages includes fast, free WiFi for all passengers as a standard amenity – a major draw for Gen Z travellers who prioritise constant connectivity. Their ships also feature quiet lounges and dedicated workspaces designed to support remote work and creativity.
Norwegian Cruise Line offers a WiFi package called WiFi + Streaming, enabling passengers to stream content and video chat without interruptions, ideal for digital nomads and social media creators.
Royal Caribbean provides various internet packages, including their VOOM service, touted as the fastest internet at sea, supporting live streaming, video conferencing, and large file uploads. They also have onboard lounges and bars that double as casual coworking spaces.
As a final example, Celebrity Cruises offers high-speed internet packages and has introduced The Retreat*, a private lounge with enhanced connectivity and workspace for guests seeking a more exclusive work environment.
These offerings ensure that Gen Z guests can easily upload content, attend virtual meetings, stream media, and stay connected with friends and family, blending work and travel effortlessly.
*This will come at an additional cost.
c. Food And Drink
Gen Z values diversity and quality when it comes to dining experiences. They seek options that cater to dietary preferences such as vegan, vegetarian, gluten-free, and plant-based diets, reflecting their health and ethical considerations.
Cruise lines are expanding their culinary offerings beyond traditional fare by collaborating with celebrity chefs, offering international cuisines, and including local, sustainable ingredients.
For example, Virgin Voyages features The Test Kitchen, an innovative venue offering plant-based and globally inspired dishes, and Razzle Dazzle, a vibrant food hall-style space with a variety of options including vegan and gluten-free choices.
Meanwhile, Celebrity Cruises offers Le Petit Chef, a unique dining experience combining storytelling and gourmet cuisine, and Eden Café, which focuses on fresh, healthy, and locally sourced dishes.
These dynamic culinary venues not only satisfy Gen Z’s adventurous palate but also provide plenty of Instagram-worthy moments, making food a key part of the overall cruise experience for this generation.
d. Price Transparency / Value For Money
Gen Z is a savvy, price-conscious generation that values transparency and authenticity from brands. When booking cruises, they prioritize clear, upfront pricing with no hidden fees, inclusive packages, and flexible cancellation policies. Cruise lines that offer a fair balance of quality and affordability, with visible pricing and real customer reviews, are more likely to win Gen Z’s trust and business.
Popular Gen-Z itineraries
Mediterranean Cruises
The Mediterranean remains a top choice for Gen Z travellers due to its blend of rich history, vibrant cultures, and stunning coastlines. Young cruisers are drawn to iconic cities like Barcelona, Rome, and Athens, where they can explore ancient ruins, world-class museums, but also experience the bustling nightlife.
Mediterranean cruises often include stops at such as Mykonos and Ibiza, popular for their lively nightlife and beach parties. The region’s culinary diversity – from Italian pasta to Spanish tapas – also appeals to Gen Z’s adventurous taste buds.
Caribbean Cruises
The Caribbean’s warm weather, crystal-clear waters, and variety of islands make it another favourite for Gen Z cruisers seeking both relaxation and adventure. Destinations like the Bahamas, Jamaica, and Cozumel are popular for their vibrant cultures, music, and festivals.
The Caribbean is well-known for its beach parties, water sports such as paddleboarding and jet skiing, and eco-adventures like visiting rainforests or swimming with stingrays. The Caribbean’s reputation for affordability, frequent short cruises, and all-inclusive packages further attracts budget-conscious Gen Z travellers, especially for those based in the United States and in particular Florida.
Conclusion
Gen Z is reshaping the cruise industry, bringing fresh perspectives and expectations. As cruise lines adapt to meet these demands, the future of cruising looks less “retiree shuffleboard,” more rooftop DJs, eco-friendly vibes, and insta-worthy views.
Gen-Z and Keen to Cruise?
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