Expedition cruising, a market differentiated by significantly smaller vessels capable of docking in ports often inaccessible to others, continues its upward trend this year. Today’s travelers have a growing number of expedition options to choose from, and bookings are strong. Data gathered by TravelSavers shows that advisors are fielding increased interest in luxury travel in general, and in expedition cruising specifically, with sales up 78% from last year. Antarctica bookings are especially robust, with 84% growth over last year.
But why now? Here’s what expert travel advisors and marketers believe is fueling these numbers.
Cruising in a New Way
Kyle Stewart, director with Scott and Thomas, Travel Personalized, says that expedition cruising’s growth parallels patterns in the larger leisure market. Namely, clients want to be off the beaten path in terms of destination and experiences.
“Tulum has only been able to grow the way it has because it’s the anti-Cancun,” Stewart said. “Travelers are swapping busy beaches for quiet cenotes — they want a genuine connection with the destination. Similarly, we’ve sold millions in Antarctica expeditions; these travelers want to see parts of the world where few have gone before.”
James Rodriguez, president and CEO of Atlas Ocean Voyages, believes that increasing media coverage of regions around the world, on networks such as The Discovery Channel and National Geographic, has also influenced travelers. He calls these inspired watchers “sofa expeditioneers.” With competition in the expedition market leading to a diversification of offerings, these travelers need not stay on the couch. They now have a lot more itineraries to choose from, so they are setting sail themselves.
Luxury on the Water
Part of the diversification of the market is in the ships themselves — many of them are luxurious floating hotels capable of steering travelers to incredible corners of the world, and with no sacrifice in convenience or comfort.
Rodriguez of Atlas points to internet connectivity on the water, thanks to SpaceX’s Starlink internet. He says he has even seen guests “work from home” while onboard a ship in Antarctica. These are travelers who need to be connected, and who may have not booked a cruise otherwise.
We’ve sold millions in Antarctica expeditions; these travelers want to see parts of the world where few have gone before.
Stewart of Scott and Thomas says other notable ship upgrades are also drawing luxe travelers. Floor-to-ceiling windows, balconies and butler service are amenities that make expedition vessels feel approachable to more clients, who want to see the world while riding with plenty of perks. For Sarah Johnson, owner of Paper, Ink and Passports Travel, new X-Bow designs, which ensure a smooth and speedy ride, are a stand-out achievement in the market.
The size of expedition vessels is of course key, as well. Bev Weber, an advisor with Selby Travel, says clients love the access that smaller expedition ships provide, especially those carrying fewer than 200 guests. Her clients want intimate and immersive moments in a place, via hikes, kayaking adventures, naturalist talks, wildlife encounters and time with locals, and she knows expedition trips deliver.
On a recent expedition with American Queen Voyages in Alaska, Weber experienced the benefit of a small vessel herself: The captain took them off course for an unexpected whale-watching opportunity, and they spent one night in a secluded cove where guests watched bears lumber down to the water in the morning.
Kayaking is a popular activity offered on some expeditions.
Credit: 2023 kuznetsov_konsta AdobeStockNew Destinations and Products Help the Market Grow
New ships certainly turn heads, but so do new expedition destinations and itineraries.
Younger-than-average cruisers are taking interest, says Stewart of Scott and Thomas, and many of them have never cruised before. Adventures by Disney (ABD), for example, which first launched expedition cruises in 2021, has a new offering for 2024 in the Adriatic Sea. The eight-day journey, which is suitable for guests as young as 5 years old, spends a lot of time in Croatia, stopping in Split, Dubrovnik and Hvar, among other places.
Diverse cultural and adventure options await guests at each port, says Hunter Robertson, senior marketing manager with the brand. These include cycling through coastal villages and lavender fields, and sea kayaking to the Pakleni Islands, off the coast of Hvar — all with the help of skilled adventure guides.
“Imagine pulling up to a small port in Croatia and choosing between island hopping on a speed boat or wine tasting on land,” Robertson said. “This is a great way to experience these places, and with a high level of comfort and service. Expedition cruising makes it easy to see and do so much, even in a brief period of time.”
