From the Caribbean’s turquoise shallows to Europe’s winding rivers, the world’s cruise ships are no longer drifting quietly at the edges of the travel industry. They’re powering into the mainstream so much that cruising is shaping loyalty programs’ very future.
A sweeping new report from loyalty technology leader Arrivia suggests cruise has transformed from a niche indulgence into one of leisure travel’s fastest-growing engines. Once seen as the icing on the loyalty cake, cruise rapidly becomes the cake itself. View from the Cabin survey report.
Cruise as a Loyalty Powerhouse
“Cruise is no longer just an add-on in the loyalty mix,” says Jeff Zotara, Chief Marketing Officer at Arrivia. “It delivers high-value, repeatable experiences that travellers are actively seeking. When integrated effectively, cruise can become a cornerstone of growth and a true loyalty differentiator.”
It’s a bold claim, but the evidence stacks up. More than one in five active cruisers booked their most recent voyage through a loyalty program, while over half engaged with loyalty platforms somewhere along their cruise journey. If loyalty managers thought cruise was still a nice-to-have, they might want to look again at those boarding manifests.
The Generational Sea Change
Once the playground of retirees with well-stocked superannuation funds, the cruise industry is drawing an increasingly youthful crowd. Almost half of the respondents to Arrivia’s survey had cruised before, and nearly 30% intend to cruise within two years. The leading cohort? Millennials at 36% intent, with Gen Z not far behind.
Boomers remain the frequent-sailing champions, but the baton is shifting. Younger travellers are discovering that cruising offers more than bingo and buffet lines; it’s a convenient, social, and surprisingly affordable way to visit multiple destinations in a single trip.
And while Peter Needham (were he writing in first person) might confess to once sneering at the idea of “Gen Z conga lines” aboard ships, the data show that younger cohorts are not only boarding—they’re influencing cruise line strategies in real time.
The Value Equation: From Luxury Cabins to Flexible Payments
Ask any traveller why they chose a cruise over a land holiday, and one word will surface more than another: value.
Nearly 40% of respondents said they would ditch a land-based holiday for a cruise if it offered equal or greater value. For Boomers, that means upgraded cabins, premium dining, and attentive service that recalls the golden age of liners. Value means flexibility for Millennials and Gen Z, deferred payments, alternative financing, and further reward redemptions that stretch a dollar (or reward point).
Convenience and variety spark interest. But the perception of getting more for your money turns browsers into bookers.
Shorter Sailings, Private Islands, and River Cruises
The traditional seven-night sailing isn’t disappearing but sharing the stage with new formats. Shorter itineraries, two to four days, have surged in popularity, with 18% of travellers preferring these bite-sized escapes. Millennials and Gen Z are exceptionally enthusiastic, treating short cruises as “samplers” that leave time (and budget) for another trip elsewhere.
Private islands, once seen as frills, are now potent differentiators. A resounding 55% of travellers said a private island stop would sway their decision to book, while one in four admitted switching cruise lines for the privilege of docking at one.
Meanwhile, river cruising sits in the wings, rich in potential but still under-booked. Some 63% of travellers express interest, but just 10% of river-cruise newcomers have firm plans. For loyalty managers, this is a textbook case of supply waiting for marketing to meet demand.
Multi-Generational Cruising: Complex but Lucrative
The image of the honeymooning couple or solitary retiree no longer captures cruise’s demographic reality. Increasingly, ships are carrying entire clans. Approximately 25% of Boomers now cruise with their adult children, nearly 20% of Gen Z sail with parents, and Gen Z is most likely to embark with friends.
This adds complexity to bookings, multi-cabin reservations, shared payments, and group redemptions, which are no longer fringe requirements. They are fast becoming essential features of loyalty platforms. Those who fail to adapt risk alienating the very travellers they hope to capture.
CLIA’s Broader Lens: Cruise is Big Business
If Arrivia’s findings sound bullish, they’re reinforced by the Cruise Lines International Association (CLIA). Its 2025 State of the Cruise Industry Report shows that global cruise passenger numbers hit 34.6 million in 2024, with projections for 37.7 million in 2025, according to the CLIA report.
The global economic contribution? A staggering US$168.6 billion, supporting 1.6 million jobs. Not bad for an industry that, only a few years ago, was written off as one of the pandemic’s most unlikely survivors.
For loyalty providers, this scale presents an opportunity. Each booking is no longer just a holiday; it’s a data point, a retention tool, and—handled wisely—a reason for travellers to stay engaged.
Loyalty’s Perfect Partner
Arrivia’s research echoes the long-whispered mantra of loyalty experts that rewards need to feel real. Consumers no longer want points redeemed for catalogue toasters or anonymous gift cards; they want memories, experiences, and journeys that justify their loyalty.
Cruises tick every box: variety, repeatability, and aspirational appeal. They offer the magic of waking up in a new country without unpacking a suitcase, the joy of shared experiences, and the guilty pleasure of ordering two desserts without judgment.
“By integrating cruise into their rewards portfolio,” Zotara reminds us, “brands can create experiences that keep members coming back.”
Conclusion: Loyalty Finds Its Sea Legs
The tide has turned. Cruise is no longer an afterthought; it is a mainstream powerhouse reshaping loyalty strategies across the globe. From short sailings to multi-generational cabins, private islands to deferred payments, the evidence points in one direction: cruise is loyalty’s future, and the future is sailing full speed ahead.
For travel brands still treating cruises as a sideshow, the message is blunt: get on board or risk being left on the dock, watching your customers sail into the sunset without you.
