Recovering quicker than other modes of travel, the cruise sector has exceeded pre-pandemic passenger figures, with further growth anticipated in the coming years. This resilient market, typically linked with families, travelers across generations, and older adults, has now attracted the attention of a new group – Generation Z. To gain a better understanding of the outlook of this fresh-age cruise-goer, a study conducted by StudentUniverse, a company within Flight Centre Travel Group and the primary marketplace for student and youth travel on a global scale, delved into the sentiments and actions of young adult passengers embarking on cruise vacations for the first time or as repeat travelers.
In a survey targeting U.S. individuals aged 18-25, StudentUniverse revealed that 42.1% of participants had engaged in a river or ocean cruise as independent young adults, leaving more than half (57.9%) yet to embark on such travels. The initial experience plays a pivotal role as individuals with prior cruise experience exhibit a higher inclination to rebook. Among past cruisers, 51% are inclined to cruise again, with 39.4% very likely to rebook, in contrast to only 36.6% of first-time cruisers who are likely to rebook and 29.6% who are very likely to do so. To boost the likelihood of bookings, cruise companies need to be aware of the financial constraints of Generation Z indicated by the participants’ preference for exclusive discounts for young adults and students (50.6%), flexible payment options (49.4%), and discounts on flights to the departure city (48.6%).
With most indicating a household income below $50,000, this financially-conscious generation prioritizes experiences that offer good value for their travel budgets. According to 57.4% of respondents, the primary draw for taking a cruise is the value it offers, followed by onboard activities (51.8%), all-inclusive features (51%), and the opportunity to visit multiple destinations (50.6%). Highlighting the price sensitivity of Generation Z, 60.2% of previous cruisers and 75.5% of first-time cruisers mentioned that high costs had deterred their interest in booking. Other factors that discouraged bookings included concerns around safety and a wish to avoid crowded places, particularly common among those who had yet to experience a cruise.
Regarding the increasing trend of solo travel, StudentUniverse analyzed Generation Z’s sentiments towards solo cruise vacations. The findings revealed that individuals with past cruise experiences were more open to traveling solo (62.5%) compared to those without cruise backgrounds (30.8%). Despite the growth in solo female travelers, 60.8% of young women expressed reluctance to take a cruise alone. Notably, previous cruise experiences impacted decisions, with 61.6% of female past passengers indicating a willingness to book a solo cruise. Safety concerns might explain why those without cruise experience exhibited hesitancy towards solo travel. Cruise operators aiming to attract this demographic of solo young travelers should emphasize protocols addressing these apprehensions.
About StudentUniverse:
Established in 2000, StudentUniverse is a technology company based in Boston and operates the leading global marketplace catering to student and youth travel. Through collaborations with a wide network of international partners, StudentUniverse provides exclusive pricing and terms to its members. With operations in the U.S., U.K., Australia, Canada, and the Philippines, StudentUniverse encourages students and youth to explore the world further. Acquired in 2015, StudentUniverse is a wholly-owned subsidiary of Flight Centre Travel Group, one of the largest travel firms globally. For the latest updates, follow our corporate blog and LinkedIn.