# What Do Gen Z Travelers Think About Cruising And Where Do They Want To Go Next? *By James Hills, flowmediamarketing.com — Updated January 2026* Gen Z is reshaping cruise marketing conversations, but the actual numbers tell a more nuanced story than the hype suggests. After tracking Gen Z content engagement across CruiseWestCoast and talking with cruise lines about their demographic shifts, I've found the opportunity is real - but it requires understanding what this generation actually values versus what we assume they want. ### Key Points Gen Z represents a growing segment of cruise passengers, with distinct preferences that differ sharply from older generations. - Over one-third of cruise passengers are now under 40, with the average cruiser age dropping to 46 - signaling a generational shift in who's booking. - First-time cruisers hit 31% in 2024 (up from 27% in 2023), with younger travelers driving much of this growth. - Shorter itineraries of 3-5 nights outperform week-long cruises for first-time Gen Z cruisers by a wide margin. - Sustainability messaging resonates strongly, but Gen Z travelers scrutinize green claims more critically than any previous generation. - Technology integration isn't a differentiator anymore - it's table stakes that Gen Z expects as a baseline. ### Article Index 1. [The Real Numbers Behind Gen Z and Millennial Cruising](https://flowmediamarketing.com/insights/what-do-gen-z-travelers-think-about-cruising-and-where-do-they-want-to-go-next.html#the-real-numbers-behind-gen-z-and-millennial-cruising)[What Gen Z Actually Cares About](https://flowmediamarketing.com/insights/what-do-gen-z-travelers-think-about-cruising-and-where-do-they-want-to-go-next.html#what-gen-z-actually-cares-about)[Sustainability - But With Receipts](https://flowmediamarketing.com/insights/what-do-gen-z-travelers-think-about-cruising-and-where-do-they-want-to-go-next.html#sustainability-but-with-receipts) 2. [Technology as Baseline](https://flowmediamarketing.com/insights/what-do-gen-z-travelers-think-about-cruising-and-where-do-they-want-to-go-next.html#technology-as-baseline) [Shorter Trips, Lower Risk](https://flowmediamarketing.com/insights/what-do-gen-z-travelers-think-about-cruising-and-where-do-they-want-to-go-next.html#shorter-trips-lower-risk) [Destinations That Draw Gen Z Interest](https://flowmediamarketing.com/insights/what-do-gen-z-travelers-think-about-cruising-and-where-do-they-want-to-go-next.html#destinations-that-draw-gen-z-interest) 1. [Caribbean Remains Dominant - But The Pitch Changes](https://flowmediamarketing.com/insights/what-do-gen-z-travelers-think-about-cruising-and-where-do-they-want-to-go-next.html#caribbean-remains-dominant-but-the-pitch-changes) 2. [Expedition Cruising Shows Explosive Growth](https://flowmediamarketing.com/insights/what-do-gen-z-travelers-think-about-cruising-and-where-do-they-want-to-go-next.html#expedition-cruising-shows-explosive-growth) [Small Ship and Expedition Growing](https://flowmediamarketing.com/insights/what-do-gen-z-travelers-think-about-cruising-and-where-do-they-want-to-go-next.html#small-ship-and-expedition-growing) [What Cruise Marketers Should Actually Do](https://flowmediamarketing.com/insights/what-do-gen-z-travelers-think-about-cruising-and-where-do-they-want-to-go-next.html#what-cruise-marketers-should-actually-do)[Working With a Cruise Specialist](https://flowmediamarketing.com/insights/what-do-gen-z-travelers-think-about-cruising-and-where-do-they-want-to-go-next.html#working-with-a-cruise-specialist)[The Generational Shift Is Real - But Gradual](https://flowmediamarketing.com/insights/what-do-gen-z-travelers-think-about-cruising-and-where-do-they-want-to-go-next.html#the-generational-shift-is-real-but-gradual) The cruise industry faces an interesting challenge. According to CLIA's [2025 State of the Cruise Industry Report](https://cruising.org/resources/state-cruise-industry-report-2025), 68% of international travelers who haven't cruised are considering taking their first cruise. Among younger generations, that interest is even higher. But translating interest into bookings requires understanding the gap between what they say they want and what actually drives purchase decisions. ## The Real Numbers Behind Gen Z and Millennial Cruising Let's separate the hype from the data. The 2025 CLIA report shows the cruise industry welcomed 34.6 million passengers in 2024 and projects 37.7 million in 2025. More importantly for marketers: 36% of all cruise passengers are now under age 40, and the average cruiser age has dropped to 46. Gen-X and Millennials currently lead cruise enthusiasm, with 84% of Gen-X cruisers and 83% of Millennials saying they plan to cruise again. These generations are driving significant growth - but Gen Z is the emerging segment that cruise lines are actively courting for long-term brand loyalty. First-time cruisers now represent 31% of passengers over the past two years, up from 27% in 2023 and 24% in 2019. This influx of new cruisers skews younger, creating an opportunity for brands that understand how to convert curious first-timers into repeat guests. What I've observed through our network's cruise content: Gen Z readers engage heavily with destination-focused content and behind-the-scenes ship features, but they're far more skeptical of promotional messaging than Millennial audiences were at the same life stage. ## What Gen Z Actually Cares About Three factors consistently emerge when analyzing what drives Gen Z cruise interest - and notably, none of them are the ship amenities that dominated marketing to previous generations. ### Sustainability - But With Receipts Gen Z travelers don't just want cruise lines to talk about sustainability - they want evidence. This generation fact-checks environmental claims more aggressively than any previous demographic. According to CLIA's [Alternative Fuels and Fuel Flexibility](https://cruising.org/alternative-fuels-and-fuel-flexibility) report, modern cruise ships using LNG (liquefied natural gas) fuel systems achieve meaningful emissions reductions: approximately 85% reduction in nitrogen oxide (NOx) emissions, virtually zero sulfur oxide (SOx) and particulate matter emissions, and up to 20% reduction in greenhouse gas emissions. These are significant improvements, but cruise lines need to communicate them accurately and specifically - overstating environmental benefits backfires quickly with this audience. The industry is also investing billions in fuel-flexible propulsion systems that can adapt to green methanol, hydrogen, and other zero-carbon fuels as they become available at scale. This forward-looking investment resonates with Gen Z's concern about long-term environmental impact. ### Technology as Baseline A few years ago, app-based room controls and digital boarding were selling points. Now they're expected. Gen Z assumes seamless technology integration - what actually differentiates ships for this generation is how technology enables experiences rather than just convenience. --- {"html":""} --- Royal Caribbean's adventure features like rock climbing walls and surf simulators appeal to this demographic's preference for active, shareable experiences. [Virgin Voyages](https://flowmediamarketing.com/thoughts/virgin-voyages-marketing-expectations.html) designed its entire brand around millennial and Gen Z preferences, from the "Shake for Champagne" feature to its adults-only positioning. ### Shorter Trips, Lower Risk Gen Z travelers show strong preference for shorter 3-5 night itineraries over traditional week-long cruises. This makes sense for a generation earlier in their earning years and more cautious about committing significant vacation time and budget to an unfamiliar travel style. The CLIA data supports this trend shift: 49% of cruisers now say they want to take longer cruises than their previous trip - which often means their first cruise was a shorter sailing that hooked them on the experience. For first-timers, those 3-5 night getaways serve as low-risk entry points. ## Destinations That Draw Gen Z Interest Where younger travelers want to go reveals as much about their priorities as how they want to travel. The data shows some expected patterns - and a few surprises. ### Caribbean Remains Dominant - But The Pitch Changes The Caribbean, Bahamas, and Bermuda attracted 43% of all cruise passengers in 2024, maintaining their position as the top destination region. But for younger travelers, the appeal has shifted from "relaxing beaches" to "adventure and culture." Cruise lines promoting snorkeling, local food tours, and authentic cultural experiences see better engagement than those leading with pool decks and buffets. ### Expedition Cruising Shows Explosive Growth Here's where Gen Z preferences align with industry trends: expedition and exploration cruises grew by 22% in 2024 compared to 2023, the fastest-growing segment in the industry. Destinations like Antarctica, the Arctic, Galapagos, and Iceland attract younger travelers seeking unique, Instagram-worthy experiences and genuine adventure. Alaska also punches above its weight with Gen Z audiences interested in wildlife, outdoor adventure, and dramatic landscapes. ### Small Ship and Expedition Growing Small ship operators like UnCruise Adventures attract Gen Z travelers seeking deeper destination immersion. The higher price point per day is offset by included excursions and more intimate experiences that feel less like "mass tourism." ## What Cruise Marketers Should Actually Do If you're marketing cruises to [Gen Z](https://flowmediamarketing.com/insights/what-do-gen-z-travelers-think-about-cruising-and-where-do-they-want-to-go-next.html), here's what the data and engagement patterns suggest: Start with social proof from their peers rather than aspirational lifestyle imagery. Gen Z trusts user-generated content and influencer recommendations over polished brand advertising. They're also more likely to research extensively on TikTok and Instagram before ever visiting a cruise line's website. Lead with experiences rather than ship features. The ship itself matters less than what they'll actually do and see. Destination content and excursion highlights consistently outperform cabin tours and dining venue showcases in our engagement data. Be transparent about costs. Hidden fees and surprise charges generate disproportionate backlash from Gen Z travelers. All-inclusive pricing models like Virgin Voyages and Explora Journeys may have structural advantages with this demographic. ## Working With a Cruise Specialist "Gen Z travelers often don't realize how much value a cruise specialist can add to their first booking," says [Heather Hills](https://flowmediamarketing.com/heather-hills-press-kit.html), senior cruise specialist at Flow Voyages and my partner in covering the cruise industry. With 20 years of cruising experience and a background in recreational therapy and leisure studies, Heather specializes in matching travelers with the right cruise experience for their priorities - whether that's adventure, accessibility, or budget optimization. "The number one mistake I see first-time Gen Z cruisers make is booking based solely on price without understanding what's included versus what costs extra," Heather notes. "A slightly higher fare that includes Wi-Fi, drink packages, and excursions often delivers better value than the cheapest option with add-ons." For travelers exploring their first cruise, working with an advisor like Heather at [Flow Voyages](https://flowvoyages.com) can help navigate the options and avoid common pitfalls. ## The Generational Shift Is Real - But Gradual Gen Z represents the future of the cruise industry, but that future is arriving gradually rather than all at once. The data shows younger travelers are already reshaping cruise demographics - 36% under 40, rising first-timer numbers, and explosive growth in expedition cruising all point to changing preferences. Smart cruise marketers are building relationships with this demographic now, knowing that today's curious 22-year-old becomes tomorrow's loyal repeat cruiser. The brands winning Gen Z attention share common traits: authentic sustainability commitments backed by specific data, technology that enhances rather than just digitizes the experience, and marketing that respects this generation's skepticism of traditional advertising. **About the Author:** James Hills is the founder of CruiseWestCoast.com and FlowMediaMarketing.com, with 15+ years covering travel content marketing and 20+ cruises across global destinations. For media inquiries on cruise industry trends and generational travel patterns, contact James at FlowMediaMarketing.com or Heather Hills, senior cruise specialist at Flow Voyages. Details Written by: James Hills Last Updated: 11 January 2026 Hits: 1495 ### Latest News Updates: ### Download Our "Content Marketing For Travel Advisors" Ebook! #### The Cruise Industry's Mega-Ship Bet Makes Perfect Sense - If You Understand Gen Z [The Cruise Industry's Mega-Ship Bet Makes Perfect Sense - If You Understand Gen Z](https://flowmediamarketing.com/articles/cruise-industry-mega-ship-bet-makes-perfect-sense-if-you-understand-gen-z.html) #### How I Turned My UGREEN NAS Into a Dev Server for Vibe Coding (And Stopped Breaking Production) [How I Turned My UGREEN NAS Into a Dev Server for Vibe Coding (And Stopped Breaking Production)](https://flowmediamarketing.com/articles/how-i-turned-my-ugreen-nas-into-a-dev-server-for-vibe-coding-and-stopped-breaking-production.html) #### UGREEN Launches AI-Powered NAS Lineup: What It Means for Content Teams and Digital Businesses [UGREEN Launches AI-Powered NAS Lineup: What It Means for Content Teams and Digital Businesses](https://flowmediamarketing.com/articles/ugreen-launches-ai-powered-nas-lineup-what-it-means-for-content-teams-and-digital-businesses.html) #### Why Asking "Was This Written By AI?" 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She helps travelers plan cruise vacations tailored to their specific needs — whether it's choosing the right ship, coordinating a group, or finding the best itinerary for your budget and interests. **Get in touch:** - [Request a personalized quote](https://flowmediamarketing.com/book-with-heather?ref=agent) - Email: heather@flowmediamarketing.com --- **About flowmediamarketing.com:** Digital marketing strategy for travel and lifestyle brands. *Source: [What Do Gen Z Travelers Think About Cruising And Where Do They Want To Go Next?](https://flowmediamarketing.com/insights/what-do-gen-z-travelers-think-about-cruising-and-where-do-they-want-to-go-next.html) — flowmediamarketing.com*