Cruise travel is changing—here are the biggest trends for 2026

With more diverse itineraries and ships to sail on than ever before, now’s most definitely the time to book an adventure on the ocean or river. Still think cruising is strictly retiree territory? Pack away that perception — according to a 2025 CLIA report, 76% of gen Z who have previously been on a cruise plan to set sail again in the future. 

The sheer variety on offer means you can cruise a coastline in quiet contemplation or take a deep dive into your favourite sport or cuisine. From immersive, money-can’t-buy experiences to sipping local wine on a low-profile Greek island and traversing the Drake Passage on an ex-Royal Mail ship, the world is your oyster. 

So, how will you choose to cruise in 2026? We’ve selected the most exciting trends making waves this year. 

The Gen Z influence

There was a time when a cruise was considered a holiday for retirees, but that perception is quickly becoming a thing of the past. Today, the industry is chasing a totally different demographic: Generation Z. Many Gen Z travellers — some already familiar with cruising thanks to family holidays — are eager to embark on their own adventures in the open seas. And the stats speak for themselves: CLIA’s State of the Cruise Industry Report 2025 reveals that 76% of Gen Z who have previously been on a cruise plan to sail again, while Royal Caribbean has reported a 19% increase in Gen Z customers in 2025 compared to 2024.

So it’s no surprise that more and more cruise companies are embracing the full power of social media to connect with a younger audience and build momentum. Celebrity Cruises and Virgin Voyages are leading the way and utilising influencer marketing. Instead of traditional travel presenters, content creators and vloggers are now the ones introducing the world of cruising to digital-savvy travellers who often turn to social media for inspiration and trip planning.

“Influencers show the real experience in a way that feels authentic, not like some cheesy cruise commercial,” says Billy Bohan Chinique, senior director, global brand marketing at Virgin Voyages. “They’ve been huge in helping us break down those old stereotypes about cruising being for your grandparents. When people see influencers having a blast on board, it clicks that this isn’t your typical cruise experience.”

Authentic travel and cultural immersion are what’s floating the Gen Z customer’s boat. According to Helle Seuren from Sail Croatia, this generation is cruising differently to their predecessors, and that’s where the line’s Navigator Cruises come in. These voyages along the Dalmatian Coast are aimed at travellers aged 18 to 39, offering a balance of exploration, party and like-minded company.

“The biggest change we’ve seen over the past two decades is with Gen Z,” shares Helle. “Increasingly seeking out experiences that go beyond nightlife, they’re drawn to activities such as swimming in hidden coves, exploring ancient towns, hiking coastal trails, sampling local cuisine and connecting with people from around the world. “Our Navigator Cruises cater to this demand, offering a range of optional excursions and experiences that showcase the best of Croatia, while highlighting some of the best nightlife Dalmatia has to offer.”

Sailing to lesser-known islands

Demand for the Greek islands never wanes, with travellers from around the globe visiting in their millions each year for predictable weather, breathtaking scenery and diverse history. However, there’s a caveat to such enduring popularity. And anyone who has been to Mykonos and Santorini in high season will be aware of the overcrowding that can ensue, which is why clued-up cruisers and those concerned about overtourism are now looking for less-visited enclaves.

“One of the shifts we’re seeing is the growing appetite for guests wanting to experience some of the lesser-known Greek islands,” says Lee Haslett, CCO at Celestyal Cruises. “Travellers still want to see the icon destinations but hope to balance that with authentic discovery in places such as Milos and Pátmos. Operating mid-sized ships gives us the ability to reach these smaller ports, stay later into the evening — even overnight — and create the kind of immersion that today’s culturally curious guest is looking for. This approach appeals to a broad range of travellers including those new to cruising, and also helps distribute tourism, supporting small businesses and communities beyond the busiest ports.”

Explora Journeys is also meeting the demand. Its itinerary ‘A Journey through Cycladic Charms and Culture-infused Coastal Allure’ takes guests from the ancient wonders and modern energy of Athens to the neoclassical elegance of lesser-known Syros.

Another option is Variety Cruises, owned and operated by the same Greek family for 76 years. As well as longer stays and overnights on famed islands, the boutique ships call into harbours that guests may not be familiar with. “We pride ourselves in offering guests the opportunity to discover lesser-known islands, just like our grandfather intended,” says Filippos Venetopoulos, CEO of Variety Cruises. “Our Unexplored Greece itinerary visits the Aegean islands that big ships can’t easily access — for us, it’s all about hiking on uninhabited Levitha, swim stops in secluded coves and tasting local wines in Lipsi.”

Connecting with local culture

Bucket-list chasers are increasingly looking to swerve the crowds and book exclusive, money-can’t-buy experiences — and often in smaller groups. The luxury sector arguably does this best. Lynn Narraway, VP UK and EMEA at Seabourn, confirms an uptick in the desire for more meaningful connections, with small group experiences ranging from a Tuscan vineyard tour to shopping with the chef and breaking bread with a local family.

“Today’s luxury traveller is seeking more than just sightseeing — they want to immerse themselves in the culture, cuisine and character of a place,” says Lynn. “That’s why we’ve curated a range of intimate, exclusive experiences that allow guests to engage with local life in a way that’s both authentic and unforgettable. Sharing a meal in someone’s home, hearing their stories and tasting traditional dishes passed down through generations — these are the moments that stay with you long after the voyage ends,” Lynn continues. “It’s about forging genuine human connections, not just ticking off landmarks.”

In a partnership with sister brand Abercrombie & Kent, Crystal’s voyages now extend beyond the ship — the ‘By Abercrombie & Kent’ curated land adventures are available as part of small group tours or on an individual basis. Guests will disembark mid-voyage and rejoin at subsequent ports, visiting sites such as the Great Wall of China, Taj Mahal and Uluru. Each journey is seamlessly integrated into the cruise itinerary, with logistics managed by expert local teams.

Formula 1 cruises have taken pole position as one of the most in-demand small group sporting adventures. Explora Journeys’ partnership with F1 will continue in 2026, with the cruise line returning to the Monaco Grand Prix 2026. EXPLORA I will be docked just 492ft from the track, and guests who book on to journeys falling over the race weekend will have access to exclusive events and curated showcases; they’ll also be able to elevate their trip with three-day grandstand access or F1 Paddock Club hospitality.

Intrepid types looking for the ultimate ‘coolcation’ should check out HX Expeditions’ Antarctica camping and kayaking programme — there’s a 188% increase in kayaking capacity and double the camping spots.

“We’re opening the polar regions to more adventurers than ever before,” shares Karin Strand, VP of expeditions development at HX Expeditions. “It’s about making these once-in-a-lifetime moments available to everyone, while delivering them in small, responsible groups. Importantly, all experiences are designed in harmony with nature and in strict adherence to the environmental regulations that govern human activity in Antarctica.”

The golden age of sailing

In something of a backlash against behemoth mega ships, the industry is witnessing a move towards nautical nostalgia. Travellers are seeking out vessels that evoke the golden age of ocean travel but with modern-day comfort.

The legendary RMS St Helena has a proud UK heritage and cult status, thanks to its storied years as an ex-Royal Mail ship. The vessel retired in 2018 and has since been converted into a 112-passenger expedition vessel chartered by Terra Nova Expeditions.

While the working ship character is still tangible, it’s by no means an old tug: St Helena will be fitted with advanced motion-reduction and anti-seasickness technologies, including VR-based systems proven to reduce motion sickness within minutes — vital for those crossing the treacherous Drake Passage.

“RMS St Helena embodies the charm and reliability of classic ocean travel, now reimagined for Antarctic waters,” says Greg Carter, founder and CEO of Terra Nova Expeditions. “Her past, combined with a modern refit, makes her a rare blend of nostalgia and contemporary comfort — we’re proud to give new life to a legendary vessel by recycling and reusing rather than replacing, so that sustainability is at the heart of this extraordinary chapter of her journey.”

Then there are the ships with unfurling sails, used for propulsion — Windstar, Star Clippers, Ponant and Sea Cloud Cruises are leaning into this trend, but Orient Express’s forthcoming ship OE Corinthian elevates it with its sheer scale. This will be the world’s largest sailing yacht, with 54 spacious suites, an art deco style speakeasy and even a recording studio.

“Nautical nostalgia speaks to the romance of travel, the beauty of the sea, emotions that no conventional cruise ship or yacht can inspire — true to the very codes of Orient Express,” says Vianney Vautier, chief operating officer at Orient Express Sailing Yachts. At the same time, OE Corinthian is the only sailing yacht of its kind on the market, uniting the majestic spirit of sailing with cutting-edge technology and unrivalled comfort. It’s both a tribute to maritime heritage and a bold step into the future of luxury travel.”

Slow things down

The era of ‘quiet cruising’ is upon us. If you look beyond the mega ships, there are many options offering slower paced sailing — whether you want to meander along the Norwegian coastline or traverse Europe’s diverse waterways. Set to launch at the end of 2026, expedition cruise line Selar will debut the world’s first nature-powered ship. The close-to-zero emission Captain Arctic will use the sun and wind to chart its course, with five solid sails covered in 20,000sq ft of solar panels.

A Norwegian coastal voyage also ticks the sustainable box, and offers a quieter, contemplative way of sailing. Unlike traditional ships, the vessels stay close to land, allowing guests to soak up their surroundings.

“Operating sustainably has always been a key priority for us,” says Matthew Valentine, global head of sales at Havila Voyages. “From the outset, our four ships were installed with some of the largest batteries on a passenger ship, meaning they can sail emission-free for up to four hours at a time through vulnerable areas such as the UNESCO-protected fjords — we’re currently planning a 12-day climate-neutral voyage along the Norwegian coast, using electric propulsion and 100% biogas.”

This shift towards quieter, more conscious cruising is also being embraced on waterways. River cruises eliminate the sensory overload often associated with larger ocean ships.

“Many of our guests lead busy lives and appreciate a slower pace when on holiday,” says Jamie Loizou, MD of AmaWaterways. “Time is seen as a luxury — we factor this into our itineraries, to ensure they aren’t rushed. Our guests want to stroll through a market, visit a museum or enjoy a morning coffee as the river glides by. It’s not about how many places they visit, it’s about the quality of the visits.”

Meanwhile, hotel barge cruising is on the ascent, and CroisiEurope’s cruises offer the ultimate slow travel experience, gliding quietly along the canals and waterways of France and Belgium, and allowing for a deeper appreciation of the surrounding landscape and culture.

Special interests at sea

Special interest voyages have been popular for a while, but they’ve become something altogether more adventurous. You might once have been able to cruise with a retired cricketer, but now you can sail away in the company of esteemed sporting legends, celebrity chefs and other high-profile names. Itineraries revolve around a specific subject or theme — history, food, sport, wellness and fitness, or TV and film. According to a survey from cruise.co.uk, 40% of passengers are interested in taking a themed cruise, although only 10% of them had booked a cruise of this kind, indicating the potential for future demand. When it comes to popular themes, music-focused voyages came out on top with 38% of the votes, food and drink at 23% and history and culture at 20%.

Windstar’s new handpicked themed voyages on the lines’ boutique ships span everything from art and painting to maritime history and wellness — guests can expect a 360 experience, with the theme flowing seamlessly from the ship to the shore excursions. Themed cruises aren’t just confined to the ocean: Riviera’s Culinary Cruises will satisfy hungry passengers as they graze their way along Europe’s waterways, sampling local food and wine. Viva Cruises’ forthcoming river ship Viva Unique, setting sail in 2027 across Italy’s River Po and the Venetian Lagoon, will offer curated voyages themed around culinary, culture and lifestyle and art. These itineraries showcase the best of the region’s heritage and flavours.

A company who excels at themed cruises is Cunard. Partnering with the likes of Harper’s Bazaar, Cheltenham Festivals and Le Gavroche, Cunard’s Event Voyages feature live presentations and workshops, with the aim of immersing guests in the things they love the most, and providing enriching experiences.