Cruising became Gen Z's vacation, and the ships are being rebuilt to keep it that way

Cruising became Gen Z's vacation, and the ships are being rebuilt to keep it that way

An industry long coded as a retiree pastime is winning over Gen Z with short, port-heavy, event-themed sailings, and betting the enthusiasm outlasts the novelty.

Marieke van der Velde

Photo Shai Pal / Unsplash

Cruising is no longer a retiree pastime: roughly a third of the world's cruisers are now under 40, and the lines are rebuilding around them.

CLIA counts a record 37.2 million passengers in 2025 and forecasts 38.3 million this year. The Press Democrat reports Royal Caribbean's Gen Z customers up 19 percent, and 76 percent of Gen Z who have sailed say they will again. What the lines are selling in return:

Shorter, port-heavy trips: 3-to-5-day sailings pitched as a low-commitment first taste.
Event sailings: Explora Journeys docked in Monaco for the June Grand Prix, Cunard's Abbey Road crossing, Sail Croatia's 18-to-39 voyages.
Personalization over the set package, per Deloitte.

The catch: those are stated intentions, not repeat bookings. Attention is cheaper than loyalty. Ask again in 2028.