Aurora Expeditions is reporting a 37% year-over-year increase in US bookings for its 2025/26 Antarctic season, outpacing the 11.5% growth recorded across the broader North American Antarctic market during the same period, according to the International Association of Antarctica Tour Operators (IAATO). Travelers from North America accounted for one in three Aurora expeditioners last season.
David Tanguay, Aurora Expeditions' head of global sales, credited the company's regional trade partnerships for contributing to the results.
"North America continues to be an important market for Aurora Expeditions, and we are grateful for the ongoing support of our valued trade partners," he said. "This growth is encouraging and reflects the increasing interest we are seeing from travelers seeking small-ship, expert-led expeditions to Antarctica. More than ever, travelers are looking for meaningful experiences, more time off ship and a deeper connection to the places they visit — and that has always been central to Aurora's approach."
The North American figures come alongside Aurora's largest Antarctic season on record, spanning 30 voyages and an estimated 819 landings. The company maintains a 1:7 expedition guide-to-guest ratio and offers activities including Zodiac cruising, shore landings, kayaking, snorkeling, skiing, camping, photography and diving.
Separately, new Aurora research drawn from a survey of more than 700 expeditioners suggests the factors driving expedition travel decisions are changing. Expedition team expertise ranked as the most important selection criterion among 95.3% of respondents, placing ahead of itinerary (94.2%), ship size (93.3%) and landing opportunities (92.9%) — with destination no longer the default starting point.
Wildlife and nature encounters remain the leading inspiration for expedition travel, cited by 74% of respondents, followed by adventure and active exploration (70%), bucket list motivation (33%), learning and enrichment (29%) and photography (29%).
Justin Ewin, Aurora Expeditions' global head of product, said the results point to a more discerning traveler.
"It's no longer just about where you go, but how you experience it," he said. "The expertise of the expedition team plays a critical role in shaping that experience, from interpreting wildlife encounters to providing deeper context around the environments we visit. As the category grows, travelers are becoming more discerning."
The sector itself is expanding. The Cruise Lines International Association (CLIA) forecasts global expedition and exploration ship capacity will grow 150% between 2019 and 2029. In Australia, the number of expeditioners rose 22% year-over-year, climbing from 9,000 in 2024 to 11,000 in 2025.
The Aurora research also identifies emerging behavioral patterns among expedition travelers. Approximately 20% of the company's passengers are repeat guests returning to explore new regions, a figure that challenges the longstanding positioning of expedition travel as a once-in-a-lifetime event.
Solo travel is also on the rise: while CLIA data puts the industry solo traveler average at 12% for 2024, 26% of Aurora's own passengers traveled independently. The company's newest vessel, the Douglas Mawson, includes dedicated solo cabins and up to 10 solo staterooms per sailing with no single supplement.
Aurora Expeditions' 2026/27 Antarctic voyages are now open for booking. Tanguay noted the company's focus remains on equipping trade partners.
"As we continue to grow in North America, our focus remains on supporting our partners with the product knowledge, tools and expertise they need to convert this demand," he said.
Editor’s Note: This article was generated by AI, based on press releases distributed by Aurora Expeditions. It was fact-checked and reviewed by a TravelAge West editor.
