The tides are turning as cruise holidays are no longer just for ‘old people’. #cruisetok
Cruise ships are starting to see fresher faces on board as the average age of a cruise traveller falls to 46. Why are Gen Z and millennials now becoming interested in cruising? While it’s true that cruise holidays are becoming more popular in general, with significant increases in cruise passengers annually, we dive into the reasons why cruise lines are attracting a younger crowd.

How are Gen Z and millennials choosing their holidays in the first place?
Making choices is hard, such as where and how to travel, so it shouldn’t come as a huge surprise that the younger generation are willing to put these decisions in someone (or something) else’s hands. In an online survey, 68% of British 25-34 year olds who use TikTok said they would let a random TikTok filter decide their next holiday for them, while in general 66% of Brits said they already have or would let the platform choose their next destination in the future.
Travel agents and brochures are out while our social media overlords are in. It seems that social media, specifically TikTok, could have a chokehold on influencing big holiday decisions, especially towards users who are prone to spontaneous travel and booking, which makes up 62% of Brits.
TikTok says: Have you considered cruise holidays?
This leads to the idea that utilising social media to showcase cruise holidays in front of an audience that maybe didn’t consider them originally might be what it takes to get the party started. 16-24 year olds are the most likely age group to want to go on a cruise with 66% of survey takers saying they are interested, so the attraction is there! Social media simply adds some fuel to the fire.
Social media and cruise content
Influencer marketing and content creation
Travel and cruise content creators have been around for a while, promoting and broadcasting excitement and information about cruise holidays. A well-known cruise influencer, EmmaCruises, created an award-winning blog that used to be called “Cruising Isn’t Just For Old People” in 2016. The blog was centred around spreading her joy of cruising as a young person, so the intention behind attracting younger people to cruise holidays has been around for quite a while.
Even if content creators aren’t directly working with a brand, some cruise lines have taken to promoting and implementing ‘instagrammable’ areas on their ships as incentives for influencers and holiday goers to create posts with beautiful backdrops and scenery.
Viral trends, challenges, and user-lead content
User generated content is authentic, honest and can create viral waves in the digital world. Take Instagram for example. #cruiselife has 2.2M posts of excited cruisegoers looking to share their adventures and holidays with the world. On TikTok, there are 226.6M posts related to the term ‘cruisetok’, showcasing behind the scenes cruise footage and day to day life onboard.
One cruise line in particular, the Royal Caribbean, went viral with #ultimateworldcruise on multiple social media platforms, drawing a lot of attention and new eyes to cruising as a holiday option. While the flashy, 9-month long cruise will be too long and expensive for many Gen Z and millennials, the virality may interest viewers to possibly book other, more accessible cruise holidays.

Social media communities and cruise enthusiasts
Gen Z join and participate in online communities more than any other generation, particularly on websites such as Reddit and Discord servers. This allows for a sense of belonging where you can rant about common interests, share honest opinions, and learn new tips and tricks wherever your interests may lie.
The subreddit r/cruise has over 1M members and is ranked #10 in the Travel and Holiday category. The ability to join a community such as this allows information on cruising to become extremely accessible, it can foster more interest in going on cruise holidays and lets businesses interact with consumers on a candid level. These communities are also great for social listening and intelligence.
What is it about cruises that appeal to a younger audience now?
Value for money
Getting your money’s worth is important, especially so for the younger generation. The top consideration when choosing a holiday for Gen Z is value for money so it makes sense to choose a cruise holiday when you think about the all-inclusive packages, different locations, all the activities you’re able to experience on one trip and possibly not having to worry about budgeting and spending too much once you’re there.
Tech savvy, digital-first experience
Going on a cruise is now incredibly easy to do and many cruise lines have developed their own apps to take care of bookings, onboard and offboard activities, schedules, maps, and more. The Royal Caribbean’s app even allows you to browse through food menus and manage budgeting while on board and has its own integrated messaging feature.
Eco-conscious and sustainable travel options
More cruise lines are focusing on sustainable travel and limiting their negative impact on the environment which appeals to the eco-conscious Gen Z and millennials. For example, MSC Cruises launched a marketing campaign earlier this year called “For a Great Beauty” which brings awareness to respecting the beauty of the ocean, being environmentally responsible and experiencing cruising in a more eco-conscious way.

Solo travel and digital nomad friendly
Cruises are catering towards the solo traveller by offering single cabins, running special solo traveller meetings and events, as well as providing a dining experience where you can choose to eat on a table with other solo travellers. And for those remote workers who are still on the job, fast internet connection is offered while at sea as well as dedicated workspaces.
Themed cruises
You can now find a cruise themed towards (almost) anything appealing to music lovers, foodies, gamers, Star Trek fans and more. It’s an amazing opportunity for people to holiday with ‘their people’ and enjoy a shared interest within a community while sailing to breathtaking different locations around the world.
Final Thoughts
While cruise holidays may have been an older person’s jaunt once upon a time, nowadays the younger generation of Gen Z and millennials are beginning to dip their toes in the water. Waves of cruise-focused social media content has impacted how we feel about cruising as a holiday and opened up many eyes to the exciting onboard activities and beauty of being on the sea. Cruise lines are branding themselves for a more youthful demographic and utilising social media trends to increase their reach across Gen Z and millennial audiences.