Although cruising has traditionally been favored by families, multigenerational groups and older adults, new research shows that a new demographic — Gen Z — is now setting its sights on cruise vacations, as well.
According to a study by student and youth travel marketplace StudentUniverse, 42.1% of surveyed U.S. adults ages 18-25 have already taken a river or ocean cruise as independent adults. Additionally, over half (51%) of those who have cruised before are likely to book another voyage, with 39.4% being very likely to do so. In contrast, 36.6% of potential first-time cruisers expressed likelihood of booking, with 29.6% being very likely.
To attract this budget-conscious generation (among which a majority of respondents report household incomes below $50,000), respondents indicate that cruise lines should consider exclusive discounts for young adults and students (50.6%), flexible payment plans (49.4%) and discounts on flights to port cities (48.6%), as ways to increase their interest in booking.
The top appeals of cruising for Gen Z include value for money (57.4%), onboard experiences (51.8%), all-inclusive amenities (51%) and visiting multiple destinations (50.6%). However, high costs remain a deterrent, cited by 60.2% of previous passengers and 75.5% of first-timers as hindering their desire to book.
As solo travel gains popularity, the study found that those with prior cruise experience (62.5%) are more inclined to take a solo cruise compared to first-timers (30.8%). While 60.8% of young women stated they would not cruise alone, 61.6% of female past passengers expressed willingness to do so, suggesting safety concerns may play a role for those without cruise experience.
Editor’s Note: This article was generated by AI, based on a press release distributed by StudentUniverse. It has been fact-checked and reviewed by a TravelAge West editor.
