Cruise Demand Remains Firm for 2026, Internova Data Shows
Internova Index data points to sustained cruise demand in 2026, led by short sailings and expedition voyages.
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Cruise demand is holding firm into 2026, with new data from Internova Travel Group pointing to strong momentum across a variety of segments, especially shorter itineraries and high-end expedition and yacht-style cruising.
According to findings from the company’s Internova Index: North American Traveler Insights, demand for cruises remains robust this year, supported by booking data and a survey of 4,000 North American travelers across income levels and generations. While traditional ocean cruising continues to account for the largest share of bookings, Internova’s research shows travelers increasingly branching into alternative cruise formats, including sub-five-day sailings and small-ship voyages to remote destinations.
The timing aligns with broader industry forecasts. Last fall, AAA projected 21.7 million Americans would take ocean cruises in 2026, marking a fourth consecutive year of record passenger volume and reinforcing the scale behind the trend.
One of the clearest changes in Internova’s data, however, is demographic. Cruise interest, historically concentrated among older travelers, is rising among Millennials and Gen Z. These travelers are often first-time cruisers and gravitate toward shorter sailings that fit limited vacation windows. “Shorter cruises are opening the door for a new generation,” said Henry Gilroy, executive vice president of strategy at Internova Travel Group. “These travelers want flexibility and quick getaways.”
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At the other end of the market, Internova is seeing notable demand for luxury yacht cruises and expedition-style itineraries. Roughly one-third of travelers surveyed expressed interest in these categories, with particularly strong engagement from affluent travelers seeking smaller ships, immersive itineraries, and access to destinations such as Antarctica, the Arctic, and the Galápagos. “Expedition and yacht-style cruising is one of the fastest-growing segments we’re seeing,” Gilroy added. “Travelers are willing to pay more for exclusivity, access, and once-in-a-lifetime experiences.”
Pricing trends reflect that imbalance between demand and capacity. Internova says that expedition cruises have seen the sharpest price increases, driven by limited inventory and strong interest. Other cruise categories have also experienced price growth, though at more moderate levels. Shorter itineraries, by contrast, are helping keep entry-level cruise pricing accessible while allowing cruise lines to increase sailing frequency.
Despite the diversification of cruise products, mainstream ocean cruising remains the industry’s largest category. Boomers continue to represent a significant share of longer itineraries, often favoring extended sailings that align with greater schedule flexibility.
Across segments, Internova notes growing reliance on professional guidance as the cruise landscape becomes more complex, with travelers seeking help navigating ship classes, cabin categories, and a widening mix of cruise brands.
The full Internova Index report is now available, offering a detailed look at how cruise preferences are evolving heading into the 2026 season.
