New survey highlights traveler demand for luxury sailings in 2026 and beyond and the key factors driving booking decisions.
What makes travelers choose luxury at sea? Cruiseline.com and Shipmate announced the findings of a luxury cruise survey, revealing key drivers behind traveler demand in the premium segment. Drawing insights from more than 1,400 participants, the study examined traveler booking habits, destination and brand preferences, as well as factors that could convince luxury cruise skeptics to set sail.
The results show that luxury cruising, once viewed as a niche for the ultra-wealthy, is quickly becoming a bucket-list goal for a much broader range of travelers. Nearly 81% of respondents have either previously taken a luxury cruise or are planning/considering one for the future, a signal that demand in this segment is growing.
Luxury Cruise History
Among all survey respondents, 39.3% said they have previously taken one or more luxury cruises. 37.2% have not yet been on a luxury cruise but are planning or considering a future luxury cruise, and 4.4% have never taken a luxury voyage but have a future cruise already booked. 19.1% of all survey takers said they have never taken a luxury cruise, nor are they interested in booking one in the future.
The luxury and upper-premium cruise lines respondents reported having previously sailed included Viking (29.5%), Oceania Cruises (27.6%), and Cunard (23%), followed by Regent Seven Seas Cruises (19.1%), Silversea Cruises (17.4%), and Azamara Cruises (17.3%).
Over half of respondents (51%) said their most recent luxury cruise was in 2026, with another 22.3% sailed in 2025, pointing to an active and engaged luxury cruiser base. Among travelers, 36.9% have previously taken 2-4 luxury cruises, and nearly a quarter of respondents (22.4%) reported taking nine or more luxury cruises in total. This suggests that once travelers experience luxury cruising, many become repeat customers.
When asked what factors most influenced their decision to book a luxury cruise, itinerary (39.8%) and amenities/inclusions (39.6%) ranked as the highest factors, while price was cited by 0.7% of respondents. Dining quality (69.8%), all-inclusive pricing (66.9%), and smaller, more intimate ships (61.5%) were the top draws these travelers reported they have to luxury cruising as a whole.
Future Luxury Cruises Booked
The survey respondents who reported they already have a future luxury cruise booked shared these travel preferences:
- Number of Cruises Booked: 51% of this group have at least one luxury cruise already booked. Others have multiple sailings planned, with 24.4% reporting two cruises booked, 13.3% have four or more booked, and 11.3% have three luxury voyages booked.
- Which Cruise Line(s) Are They Sailing? Oceania Cruises (19.6%), Viking (18.9%), Regent Seven Seas Cruises (15.8%), Silversea Cruises (14.2%), and Explora Journeys (9.8%) were the five top luxury and upper-premium brands travelers reported they are booked to cruise.
- When Are They Booked to Sail? 73.7% will sail on a luxury cruise in 2027, and 38.7% reported they have a voyage still booked for 2026. Some travelers are planning in advance, with 38.7% booked to cruise in 2028, and 6.4% booked for 2029 or beyond.
- Where Will They Cruise To? The Mediterranean was the most popular already booked luxury cruise destination at 35.8%, followed by the Caribbean (31.2%) and Northern Europe (23.2%). 18.3% of survey takers are booked for a Transatlantic/Transpacific voyage, and 13.4% reported they will cruise in Asia.
- Who Will They Cruise With? The majority of travelers (81.9%) will be cruising with a spouse or partner, 17.6% will sail with friends/group, 12.5% are family travelers, and 6.9% will cruise solo.
- Additional Cruises Being Considered: Two-thirds of those with a booking (66.4%) said they are already planning more luxury cruises beyond their current reservation, while 27.2% reported they are currently unsure if they will book additional sailings.
Intent to Book Future Luxury Cruises
Travelers who reported that they are in the process of planning and/or considering planning future luxury cruises shared these preferences:
- Top Cruise Lines Intended to Book (could select multiple cruise lines): Viking (42.9%), Oceania Cruises (36.8%), and Silversea Cruises (31.3%) topped the list of brands under consideration for future bookings. Other lines being considered included Regent Seven Seas Cruises (25.4%), Cunard (21%), Seabourn (17.1%), Explora Journeys (16.8%), Windstar Cruises (11.3%), Crystal (9.3%), and Ritz-Carlton Yacht Collection (9.1%).
- Top Destinations Intended to Book (could select multiple destinations): The Mediterranean (40.2%), Northern Europe (31.9%), and the Caribbean (29.6%) were the three most popular cruise destinations under consideration for future luxury bookings. Other destinations under consideration include Transatantic/Transpacific cruises, Alaska, and the Panama Canal.
- When Are Travelers Considering Booking? For those planning future luxury voyages, 32.4% have 2028 as a projected sail year, 28.8% are planning to sail in 2027, and 16.5% are planning a luxury cruise sometime in 2029 or beyond. Meanwhile, 3.9% said they are making luxury cruise plans for 2026. An additional 18.4% said that they plan to make a future luxury booking, but are unsure of what year.
- Top Factors for Selecting Future Luxury Cruise: Price was reported as the top decision-making factor for selecting future luxury voyages, cited by 38.4% of respondents. 5.3% of survey takers planning a future cruise said itinerary was their main factor, followed by cruise line at 17.5%, and cruise ship at 6.3%.
“The demand for luxury cruises is thriving, as shown by the volume of secured bookings and reported intent to take future sailings,” said Jamie Cash, Chief Operating Officer of Cruiseline.com and Shipmate. “Travelers are exploring a wide array of luxury brands and destinations, and more are committing to voyages years in advance. As this segment grows over the next few years with the launch of new ships, more innovative itineraries, and even new brands entering the market, we can only expect that more travelers will choose a luxury cruise experience.”
Why Are Some Travelers Holding Back on Luxury Cruises?
What are the driving factors that some travelers have against luxury cruises? Among the 19.1% of respondents who have yet to take a luxury cruise and have no plans to book one in the future, price was the leading reason for hesitation, with 64% citing this as their main factor. Others cited not being the target audience (13.6%), a preference for other mainstream/premium cruise lines (10.8%), or a preference for larger cruise ships (7.4%).
To understand if any factors might make this group of travelers change their minds about luxury cruises, the following was reported:
- 48.9% said that having premium experiences (such as dining, gratuities, and beverages) included in fares might shift their perception of luxury cruising.
- When asked if any factors might tempt this group to try a luxury cruise, 78.4% said lower prices, 33.3% said a unique itinerary, 27.5% said included shore excursions, 15.7% reported pre-/post-cruise travel inclusions, and 9.6% said personalized service.
- 13.6% of this group reported that no factors or inclusions could otherwise convince them to try a luxury cruise in the future.
The full luxury survey report and insights can be accessed on Cruiseline.com.