In the last decade, the cruise industry has undergone an image overhaul. No longer seen as the preserve of retirees, cruise holidays are now attracting a younger, adventure-loving crowd, thirsty for Instagrammable content and unique travel experiences.
Rather than continue to fight over a rapidly shrinking, and ageing, pool of customers, cruise lines have invested millions in attracting younger passengers on board, expanding the variety of packages on offer, and retooling their ships to better suit the highly coveted millennial demographic.
Cruise lines are beginning to change how they market themselves. There are even new cruise lines with a specific focus to attract a younger audiences, like U by Uniworld, and Richard Branson’s Virgin Voyages, whose maiden ship, Scarlet Lady, will set sail in Summer 2020.
Tom McAlpin, Virgin Voyages’ President and CEO, said, ‘We will attract first-timers and what the industry needs is first-timers. There is a whole group of people that won’t cruise because they don’t like the stigma or they don’t know or trust the brands. But they’ll trust the Virgin brand.’
Tattoo parlours, vegan restaurants, DJ sets from Mark Ronson, pool parties and beach bonfires, do not make for your stereotypical cruise holiday. But behind Virgin Voyages is the very millennial and Gen Z concepts that ‘curiosity is more important than an itinerary,’ and ‘interactions matter more than transactions.’
These are the reasons why the cruise industry is experiencing a renaissance with younger passengers:
On board smart tech
Travellers who use tech in their daily lives expect to use smart tech on holiday too. Gone are the days of patchy and costly on board wi-fi connections; cruise lines are now embracing technology, with keychains, necklaces, bracelets and apps in order to provide a highly personalised travel experience.
Conscious travel
Travellers want to see the world in a conscious, mindful way. The cruise industry is more conscientious than ever, working in local destinations with local cultures to minimise environmental footprints.
Virgin Voyages, for example, is committed to having one of the cleanest fleets at sea and has banned single-use plastics on its ships, as well as introduced new technology that can reduce carbon dioxide emissions by converting engine waste heat into clean electricity.
Experiences beyond sightseeing
According to its Cruise Trends and State of the Cruise Industry Outlook 2019 report, Cruise Lines International Association (CLIA) identified that the trend for experiential travel has evolved into achievement travel. Bucket lists have become goal demands, meaning younger passengers want to trek to Machu Picchu or complete culinary workshops hosted by Cordon Bleu chefs. This is being reflected by the activities now offered by cruise lines.
Ripping up the entertainment rule book
Generation Z is set to become the largest consumer generation by the year 2020, outpacing even millennials. This generation, like the one before, doesn’t want to sit through a dance spectacle on ice, or watch a best of Broadway medley. They want unique experiences, such as music festivals at sea, drag queen brunches and all-day beach parties.
Total restoration
A luxury on board spa just doesn’t cut it with the next generation of cruisers and cruise lines are responding by offering total wellness in the form of restorative spa experiences, onboard oxygen bars, healthy menu choices for a wide variety of diets, and the latest in fitness innovations.
- ASMALLWORLDTRAVEL is offering an exclusive package departing from Jersey on 4 July 2020, including BA flights and Miami accommodation before and after the cruise. Scarlet Lady will sail from Miami on 5 July to the Yucatán Peninsula, culminating in a private beach club experience in the Bahamas, with performances from Mark Ronson.
- For more information, telephone 01534 710956 or email gary@asw.com.