2025 Portrait of International Cruise Travelers

MMGY Travel Intelligence's new international study of prospective cruisers was unveiled today in partnership with Travelzoo, revealing the segment’s prioritization of iconic destinations, bundled value and wellness-focused experiences. The comprehensive report examines the attitudes, motivations and behaviors of these travelers from the U.S., UK, Canada and Germany – countries that together represent more than two-thirds of the global cruise market.

Portrait of International Cruise Travelers provides a thorough exploration of how prospective cruisers plan, prioritize and book their vacations, revealing critical insights for travel brands and cruise operators eager to tap into this evolving segment. With 19% of survey respondents already booked for 2025–2026 cruises – and 55% likely to book – the industry is poised for continued growth. Ocean cruising remains the dominant choice, with expedition and river cruises gaining in popularity.

“Even in times of economic uncertainty, one thing remains clear: Travelers are prioritizing meaningful, memory-making experiences – and cruising continues to be a powerful part of that equation,” said Katie Briscoe, CEO of MMGY Global. “This study reflects a pivotal shift in traveler mindset. Today’s cruise travelers are motivated by value, personal well-being and immersive itineraries that go beyond the expected. To win their consideration, brands must deliver more than a destination – they must create journeys defined by simplicity, flexibility and a true sense of discovery.”