How Can the Cruise Industry Attract New Cruisers in 2021?

Experts say the changes cruise lines need to make to appeal to younger, new cruisers, are obvious. Offerings need to focus on food, relatable and “cool” experiences, and shorter itineraries the demographic can actually afford. Smaller ships are a no-brainer, both when it comes to experience—since when has “mass” made anything cooler?—and the risk for future outbreaks (real and perceived). 

Ellen Bettridge, president and CEO of Uniworld, says the success with U comes from much of the above. Themed cruises, built around food and music festivals, are resonating, as are long weekend sailings between European cities. When the brand reboots their river cruises in late April or early May, several other such initiatives designed to speak to younger travelers will be folded in. “We had people who were probably in their late 40s coming on board with their adult children,” says Bettridge. “We said, we have to make it even more inclusive, make it more enticing.” Beer and wine are now included at lunch and dinner, and every meal is locally sourced. And of course, Wi-Fi is (finally) included.

In support of this push for lower prices—or higher value—Mower’s research has also found that few young travelers hopping on cruises are able to pay for it themselves. “Gen Z travelers are attracted to cruises geared to their youthful interests, [but] are most likely traveling with parents or having trips subsidized by them,” says Mary Gendron, Mower’s senior vice president and travel and tourism analyst.

Dan Blanchard, of UnCruise, admits that his brand rarely pulls in travelers under 40 for this exact reason, despite their guests being young at heart. “[As] a psychographic, they’re the type that were going to Europe on anywhere from $5 to $25 a day in high school, college. They’ve always been adventuresome in one way or another, but they tend to range from when they can first afford us, which generally is in their mid 40s.”

For those reasons, Cordwell says that shifting to shorter formats that drive down price will be as crucial as any other changes. Making ships sleeker, trendier, and adding ramen to the menu cannot come at a price-prohibitive cost. Shortening itineraries is one of the most promising ways to achieve both. “There is an increasing number of short cruises lasting less than a week, and if cruise companies can target this audience by marketing their short cruises as an opportunity for travelers, it could open up new clientele to the industry.”

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