Luxury Cruising Is Growing From the Edges, Not the Center
Research presented at ILTM Cannes pointed to rising demand across multiple traveler segments and the operational changes cruise lines are making to meet it.
Photo: Courtesy of Explora Journeys
If anyone at ILTM Cannes needed proof that luxury cruising has moved beyond its traditional base, they didn’t have to look further than the executives on stage describing who is now booking—and how fast demand is spreading.
ILTM’s The Sail report, released during the show, laid out the numbers behind that shift: sixty-three percent of affluent respondents have cruised before, and another 26% say they intend to. Only 10% dismiss the category entirely, and their reasons skew toward congestion and perceived inflexibility rather than cost.
Demographics are widening as well. Travelers under 45 reported slightly higher cruise participation than those over 45 and increased their cruise frequency more rapidly. Many in this group also named features that weren’t historically associated with cruising (think expanded wellness spaces, more dining variety, better outdoor layouts, and access to smaller ports) as priorities that influence their decisions.
Executives at the show described these patterns in real time. Explora Journeys CEO Anna Nash said that more than 30% of her brand’s guests are first-time cruisers, many of whom come from the upper end of the hotel market. She pointed to both value and pace as reasons guests cite for switching categories. “Something happens on the ship—you feel like your time is given back to you,” she said.
Regent and Oceania executive Steve Odell added scale to the picture. The global cruise sector is expected to see 37.5 million passengers this year, he said, rising to about 42 million by 2028. Seventeen ships are currently under construction across the industry, supported by roughly $63 billion in investment. Luxury sits inside this expansion but continues to split into clearly defined formats: hotel-affiliated yachts, expedition ships, small to mid-sized oceangoing vessels, and the large all-suite ships used by his brands.
Onboard expectations are driving many of these decisions. The ILTM data showed that 76% of affluent travelers prioritize private outdoor space, while 62% want larger suites with separate living areas. Demand at the top end remains especially strong. Odell pointed to Regent’s new 9,000-square-foot Skyview Suite, which sold out its first 13 voyages immediately at roughly $25,000 per night.
Dining remains one of the clearest booking triggers. Eighty-nine percent of affluent travelers say multiple dining options matter, and interest in dishes tied to local destinations continues to grow. Odell previewed upcoming culinary additions for Oceania, including a chef’s kitchen and a partnership with the Maîtres Cuisiniers de France for the new Oceania Sonata.
Wellness also features prominently in the report: 71% of affluent travelers say wellness facilities influence their cruise choices, with even higher interest among younger guests. Odell noted how much ship design has changed in response. “The spa was once a room at the end of a corridor,” Odell joked, whereas upcoming ships dedicate significantly more space to these areas. “The nice thing about new ships is we can bring a lot of innovation because we build them with the future customer in mind.” Nash said Explora is reorganizing the relationship between spa, fitness, and relaxation areas and assessing longevity-focused programs based on guest feedback.
Booking behavior shows a similar pattern of long-range planning. Most affluent travelers book cruises three to nine months in advance, but Odell said his brands now routinely sell departures up to 46 months in advance. Advisors remain a meaningful part of the process: 37% of respondents have booked a cruise through an advisor, and 75% say advisor input shapes their decisions.
Regionally, the Mediterranean continues to lead, with 60% of respondents having cruised there. The Caribbean follows at 57%, while river itineraries remain strong in France and Germany. Odell suggested that luxury river cruising may expand faster than expected, given shorter shipbuilding timelines and steady demand across Europe.
Several operators are also rethinking how land and sea experiences connect—something advisors often see as a weak spot. Odell outlined Regent’s expanded partnership with Global Hotel Alliance, which pairs three-night pre- or post-cruise stays with curated local programming at properties including Café Royal in London, Anantara in Rome, and a selection of hotels across Asia. For many travelers, these itineraries formalize patterns already in place: combining a cruise with extended time in a major city or resort before or after sailing.
ILTM showed a category widening on several fronts—who is booking, what they want onboard, and how companies are building for them. That mix, rather than any single trend, is what’s carrying luxury cruising forward.
