Cruise Industry Forecasts Key Trends for 2026: From Nostalgic Voyages to Early Bookings
The cruise sector continues to captivate travellers by offering the convenience of visiting multiple destinations without the hassle of changing accommodations. However, the industry is actively working to transform its image, moving beyond traditional stereotypes to embrace a new era that caters to a wider array of passengers with diverse interests and preferences. So, what are the major cruise operators anticipating for the year ahead in 2026?
Broadening Appeal and Changing Demographics
Paul Ludlow, President of Carnival UK and P&O Cruises, emphasises that the industry is "working hard to challenge outdated perceptions." He asserts, "Cruising isn't just for one type of traveller. It's modern, diverse and increasingly appealing to a much broader audience." This sentiment is echoed by Antonio Paradiso, Vice President of International Sales at MSC Cruises, who notes significant shifts in passenger profiles.
Paradiso highlights, "Multigenerational family travel continues to grow, while the average age of an MSC Cruises guest is just 42, highlighting the appeal of cruising to a younger audience. At the same time, solo travel is becoming increasingly popular across our fleet, as more guests look for flexible, social ways to travel."
The Rise of Nostalgic and Themed Cruises
Nostalgia is playing a pivotal role in attracting new customers. Chris Hackney, CEO of Marella Cruises, part of TUI, reports growing interest in themed voyages, which are proving effective in drawing first-time cruisers. "We've recently launched our latest Electric Sunsets 90s vs 00s themed cruise, which has returned for its sixth year," Hackney explains. "The popularity of themed cruises is usually connected to them being adult-only which have a range of musical acts from different decades, tapping into the appeal to 'new to cruise' customers."
Similarly, Christian Verhounig, CEO of Ambassador Cruise Line, is capitalising on this trend. "We're offering a 'Back to the 70s' cruise, sailing aboard Ambition in April 2026, where guests can groove to disco hits and enjoy themed parties as they sail across the North Sea to Zeebrugge," he says. Additionally, a 'Back to the 80s' trip from Bristol in November 2026 will feature quizzes, fancy-dress competitions, retro workout classes, era-specific menus, and guest appearances by celebrities like Carol Decker of T'Pau and Samantha Fox.
Hot and Cold Destination Trends
When it comes to destinations, Paradiso observes exceptionally strong demand for Mediterranean itineraries among UK and Irish customers, with overall bookings for 2026 up 10% year-on-year. "There is particularly strong interest in sailings offering 'off the beaten track' destinations, such as the island of Syros in Greece, Kotor in Montenegro and Ancona in Italy," he notes. "These 'hidden gems' have a vibrant local culture and offer guests authentic experiences which we know they love."
Verhounig adds that locations with historical significance remain perennially popular. "Whether it's medieval guildhalls, naval dockyards or defensive walls, the interest in cities, ports and landmarks with historical credentials remains popular," he states. Destinations like Bruges, Lisbon, and Tallinn are highlighted as evergreen hotspots for travellers seeking to explore the stories that shaped our modern world.
Conversely, cooler destinations are set to rise in popularity in 2026. Verhounig remarks, "Few natural wonders capture the imagination quite like the Northern Lights. Witnessing the aurora's dance of colour across the Arctic sky from the deck of a cruise ship is an experience unlike any other." He points to destinations such as Tromsø and Alta, which offer unique excursions like dog-sledding and feature UNESCO-listed rock art, as top choices for adventurous travellers.
Evolving Holiday Formats: Cruise and Stay Options
A growing trend is the 'cruise and stay' option, which combines a traditional cruise with a hotel stay on dry land, either before or after the sailing. Hackney notes a "rise in longer holidays" through Marella Cruises' Cruise & Stay offering, with more customers opting for 10, 11, and 14-night sailings over the traditional seven-night cruise. "It allows customers to have two holidays in one, from a cruise to a land-based holiday," he explains.
Despite this, traditional 'no-fly cruises' from the UK remain robust, with MSC Cruises reporting bookings up 24% compared to last year.
The Shift Towards Early Booking
One of the most noticeable shifts in consumer behaviour is the trend towards earlier bookings. Ludlow observes, "Guests are locking in their holidays further ahead than ever to secure their favourite cabins, specific dates, itineraries and to take advantage of launch pricing. There's a real emotional lift and eager anticipation that comes from booking early." He believes that in the current economic climate, guests value the reassurance of knowing exactly what's included and the ability to lock in today's prices.
Verhounig concurs, noting a significant shift towards early bookings, especially for longer voyages. "Planning ahead is particularly beneficial for no-fly cruises because these itineraries are incredibly popular," he says. This trend has led Ambassador Cruise Line to launch its 2026/27 season five months earlier than previous years to cater to early demand.
However, shorter cruises are also on the rise. According to new data from Expedia, there has been a spike in demand for three- and four-night getaways, with three-night cruises up 60% year-on-year and four-night cruises up 30%.
A Growing Focus on Sustainability
As the cruise industry faces scrutiny over environmental practices, sustainability is becoming a key focus. Verhounig notes, "Sustainable travel options will continue to grow in popularity in 2026 thanks to a growing understanding of the importance of protecting native ecosystems and wildlife, supporting local communities and the need to reduce emissions and promote sustainable practices."
Ambassador Cruise Line is addressing this by operating an energy-efficient fleet of small-to-mid-size ships that are IMO Tier III compliant, placing them in the top 15% of sustainable ships worldwide. The company has also partnered with the marine conservation charity ORCA, with ocean conservationists joining guests onboard to collect scientific data aimed at protecting sea life, including whales, dolphins, and porpoises.
