Once a niche vacation, cruising is rapidly becoming one of the fastest-growing segments in leisure travel—and a powerful driver of customer loyalty. According to arrivia’s new report Millennials and Gen Z are fueling demand for shorter trips, flexible payment options, and unique perks like private islands and river cruising. With one in five cruisers booking through loyalty programs and more than half engaging with rewards along their journey, cruise has evolved into a mainstream travel choice.
GLOCruising Emerges as a Loyalty Powerhouse
Cruising is transforming from a niche travel option into one of the fastest-expanding areas of leisure tourism—and a valuable tool for loyalty engagement, according to a new report from loyalty technology provider arrivia.
The study, View from the Cabin: The Trends Shaping the Modern Cruise Experience, surveyed more than 4,500 U.S. adults, including over 1,000 active cruisers who had either sailed within the past two years or booked a trip for the next two. The findings highlight how consumer expectations are reshaping the cruise market and what this means for travel loyalty programs.
Cruise as a Loyalty Driver
“Cruise is no longer just a nice-to-have in the loyalty mix,” said Jeff Zotara, arrivia’s Chief Marketing Officer. “It delivers high-value, repeatable experiences that travelers are seeking out, and when incorporated effectively, it can become a cornerstone of growth and differentiation.”
Younger Generations Fuel Growth
Once seen as a product geared mainly toward older travelers, cruising is gaining traction among Millennials and Gen Z. Nearly half of respondents had cruised before, with 30% planning one within the next two years. Millennials showed the strongest future intent at 36%, alongside higher-income households. While Boomers remain the most frequent cruisers, younger travelers are booking at increasing rates, signaling cruising’s evolution into a mainstream vacation choice.
Value and Flexibility Are Key
When compared with land-based vacations, cost-effectiveness often tips the scales in favor of cruising. About 25% of respondents said they would book more cruises if the upfront price was cheaper, while 40% said they would switch from a land-based trip if a cruise offered equal or better value. For Boomers, this means upgraded cabins and premium amenities. For younger travelers, it’s about payment flexibility, stretching budgets, and redeeming rewards onboard.
Changing Preferences: Shorter Trips, Private Islands, River Cruises
Shorter two-to-four-day sailings are gaining popularity, especially among younger travelers who see them as affordable and flexible. In fact, 15% of loyal cruisers said they’d switch lines if another offered shorter trips. Private islands are another major draw: more than half of respondents said they influence booking decisions, and one in four would change cruise lines for access. River cruises also show strong potential, with 63% expressing interest, though only 10% of those new to the segment currently have a booking—leaving space for loyalty programs to drive adoption.
Multi-Generational and Group Travel
Cruising is increasingly a group activity. While couples and families dominate bookings, 25% of Boomers are sailing with adult children, and nearly 20% of Gen Z travelers are vacationing with parents. Gen Z also stands out for cruising with groups of friends. These patterns highlight the need for loyalty platforms that can handle group bookings, multi-cabin reservations, and shared payments.
Loyalty at the Heart of Cruise Expansion
The report underscores cruise’s strong alignment with loyalty expectations. More than one in five active cruisers booked their most recent trip through a loyalty program, and over half engaged with loyalty benefits at some point in the journey. This makes cruise an ideal product for loyalty providers aiming to drive both engagement and revenue.
“By weaving cruise into rewards portfolios, brands can deliver experiences that resonate across demographics and keep members returning,” Zotara said.
About arrivia
Arrivia is a travel technology company specializing in loyalty, booking, and marketing solutions. Its Travel Privileges platform powers loyalty and rewards programs for leading brands including American Express, T-Mobile, Alaska Airlines, USAA, and Marriott Vacation Club, offering exclusive pricing, personalized options, and compelling travel rewards designed to inspire loyalty and boost growth.
Source: arrivia
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