Cruise Travelers Looking for More Luxury

Mega-size cruise ships that can carry upwards of 5,000 passengers are becoming more common on the high seas and are popular with a wide range of travelers, including those looking for a premium cruise vacation. At the same time, an analysis of AAA Travel’s cruise booking data from the last 12 months reveals an emerging trend of vacationers increasingly selecting smaller-ship voyages on luxury ocean and river cruise lines. AAA Travel’s cruise sales have increased substantially in the last year, while bookings of suites on large cruise ships and sailings on small, luxury cruise lines have exploded, by high double-digit percentages in some cases.

“Many cruise ships today are like resorts, holding thousands of passengers and offering countless opportunities for entertainment and places to dine,” said Bill Sutherland, senior vice president of AAA Travel. “Meanwhile, a growing number of travelers is looking for an intimate experience, and they’re turning to smaller, ultra-premium cruises, demonstrating tremendous interest in cruise lines like AmaWaterways, Seabourn Cruise Line, Azamara Club Cruises, Viking River Cruises, Uniworld Boutique River Cruises, and others.”

As some travelers select smaller, luxury cruises, mass-market cruise lines like Carnival Cruise Line and Royal Caribbean are introducing bigger, more expansive suites on new oceangoing ships. Many suite guests now have exclusive access to specialty restaurants, private pools and lounges, and in some cases, even the dedicated service of a private butler while onboard.

“Cruise travelers today are not shying away from paying for premium experiences,” continued Sutherland. “Whether opting for an upgraded suite class on a large cruise ship, or increasingly, splurging for all-inclusive luxury on a small riverboat, travelers are seeking special opportunities to elevate their cruise vacation experience.”

The cruise industry is experiencing strong growth across the board, as cruise lines invest billions of dollars in new ships and continue evolving their offerings to attract more travelers. In 2019, the North American cruise market capacity is projected to grow seven percent, adding space for one million additional passengers annually on seven new ships. According to Cruise Lines International Association (CLIA), 26.7 million passengers sailed on an ocean cruise globally in 2017, and that number is expected to climb to 28 million in 2018.

AAA Travel experts have identified these additional trends that are transforming the cruise industry: