YouGovinterest's "Global Travel Profiles" report shows Millennials' interest in cruising

07-03-24

In a surprising turn towards travel preferences, Millennials are showing a growing enthusiasm for cruises, a trend that is challenging the Baby Boomers' dominance in this sector. The recent "Global Travel Profiles" report by YouGov, a leading international online research and analytics group, illuminates this paradigm shift in travel inclinations.

While Baby Boomers have historically been the mainstay of the cruise industry, generating the lion's share of demand, Millennials are rapidly emerging as a significant force in the market. According to Eva Steward, who leads the travel sector at YouGov, there has been a steady increase in the proportion of Millennials who rank cruises as one of their top vacation choices over the past three years. This increase suggests an evolution in this generation's travel preferences, moving toward more enriching and memorable experiences.

Steward notes that cruises that offer an experiential approach, promoting activities that are Instagram-worthy, encourage family bonding or simply provide unique and immersive experiences, hold considerable potential to appeal to these emerging markets. Millennials and Generation Xers are looking for more than just a trip; they crave experiences that can be treasured and shared, which represents a golden opportunity for the cruise industry to reinvent itself to satisfy these desires.

Meanwhile, demand from Generation X travelers remains stable, ranking third in terms of travel preferences by demographic group. This balance indicates that while their interest remains significant, they have not experienced the same dynamic growth as the Millennials segment.

This analysis is based on extensive data collection covering 13,440 adults, conducted between December 2020 and January 2024. The evidence collected by YouGov highlights a shift in travel trends, underscoring the growing appeal of cruising among Millennials. This phenomenon not only reflects changes in the consumption patterns and preferences of this generation, but also opens up new avenues for innovation and adaptation in cruise offerings to capture and captivate this expanding market segment.