Expedition cruising’s reputation as a once-in-a-lifetime pursuit for the few is being rewritten by the numbers. New data shows Gen Z, Millennials and Gen X are increasingly prioritising travel, and specifically remote, transformational journeys. With Swan Hellenic registering recent record results, the cultural expedition cruise company identifies this as a growth opportunity for travel advisors.
According to Skift Research’s The State of Travel 2026 report, the cruise industry is in a golden run: a record 37.2 million people took a cruise vacation in 2025, up from 31.7 million in 2023, with passenger numbers forecast to reach 42 million by 2028. Crucially, the market is getting younger — roughly one in three cruisers is now under the age of 40.
The shift reflects a broader generational rethink of what travel is for. Skift’s research finds 43% of travellers globally now say experiences – not destinations, comfort or convenience – are the single most important part of travel to them. And that instinct is being passed down: 93% of Gen Z and Millennial parents say travel is important for their children, while 81% say their own parents instilled that same value in them growing up — evidence of a generational chain that is actively building appetite for once-in-a-lifetime journeys like expedition cruising.
Mario Bounas, Chief Commercial Officer of Swan Hellenic, who recently headlined as a Cruise360 panellist, said, “We are seeing triple digit growth for multigenerational travel, and a strong skew to a younger audience – in fact, the average age of a Swan Hellenic guest is 43, when expedition cruise travellers traditionally skew older. For the travel trade, it’s important to break free from the idea that expedition travel is a bucket list item to be ticked off in your twilight years – the market is there, and they are ready to invest in life-changing experiences.”
Swan Hellenic recently reported a record-breaking July with YoY revenue up 170% and total YTD growth at 268% globally. The company’s core polar portfolio drove two-thirds of this total growth, while new Asia-Pacific itineraries achieved impressive 373% YoY growth. According to Mr Bounas, Swan Hellenic is committed to having its boutique ship SH Minerva in APAC waters until 2028, with further dates and itineraries in planning for 2029 and beyond. Expeditions in the region currently venture to Japan, New Zealand, South Korea, remote Pacific Islands, The Philippines, Raja Ampat and Antarctica.
Further supporting the success of the expedition operator, Condé Nast Traveller’s ‘Readers’ Choice Awards 2026’ ranked Swan Hellenic in its top 5 expedition cruise lines, announced last week.
Further relevant cruise data:
- According to ‘Virtuoso’s 2027 Luxe Report: Australia & New Zealand’, expedition cruising is in second spot for the biggest travel trends in 2027, while multi-generation travel is number one.
- Virtuoso reported cruise sales grew by close to 11% overall for Virtuoso in Australia and NZ this year, based on partner sales.
- Expedition cruising remained the strongest selling category locally for Virtuoso with Antarctica being the top destination on the rise and the leading choice for both adventure and cruising.
- Expedition cruising ranked as third most popular solo travel experiences in 2027.
- Earlier this year, Cruise Lines International Association (CLIA) reported a record 1.45 million Australians cruised in 2025, up 9.5% on 2024, with Australia being the world’s fourth-largest cruise source market.
- CLIA’s 2025 Source Market Report found the average age of an Australian cruise passenger fell to 47.3, and 34.2% of Australian cruisers were under 40.
- A total of 286,000 Australians cruised outside the local region in 2025, an increase of 17%, according to CLIA.
Kirsty Fruin, Swan Hellenic Sales Director ANZ, said, “We are seeing guests experiencing both polar regions and warmer Asia-Pacific destinations across multiple cruises – it absolutely blows my mind. The market is there, it’s about matching the right client to the right cruise product, and once you make that match, your clients will remain loyal to both you as the agent, and your expedition operator, because they’ve had a life-changing experience.
“The opportunity for Australian travel agents is to widen who they consider for expedition travel itineraries so they aren’t leaving commission on the table. Growth is no longer limited to retirees: solo travellers, young couples and multigenerational groups increasingly fit the brief, even when they haven’t asked for an expedition cruise by name,” Ms Fruin said.
