A Phocuswright Special Project

Evolution of U.S. Cruiser 2026

Lead the way in understanding how perceptions, preferences, and behavior will redefine cruising.

Contact us about becoming a sponsor: sales@phocuswright.com

By Phocuswright Research

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An industry looking forward

Phocuswright is conducting a comprehensive study to identify who today’s and tomorrow’s cruisers are, and what will drive the next wave of growth.

Despite recent gains among younger travelers, cruising continues to attract a loyal yet limited audience. The segment accounts for just 6% of U.S. gross travel bookings, and only 18% of overnight leisure travelers cruised in the past year. With clear room to grow, Phocuswright’s Evolution of U.S. Cruiser 2026 study examines who today’s and tomorrow’s cruisers are, what motivates or deters them, and how the industry can broaden its appeal.

⬇️ Scroll to see Research Objectives, Key Questions to be Addressed and the benefits of sponsoring like getting the data.

Research objectives and expected highlights for the cruise market

Anticipated findings that will be crucial for stakeholders include:

Profile of the active cruiser: A detailed look at travelers who have sailed within the past 12 months, including their motivations, behaviors, and brand perceptions.
Opportunities among high-value travelers: Comparative insights from target segments such as all-inclusive resort guests, theme park visitors, and expedition travelers to identify new entry points for cruising.
Behavioral and psychographic segmentation: Comprehensive profiles that explore traveler mindsets, values, and perceptions of the cruise category.
Barriers and motivators: Analysis of what attracts or deters prospective cruisers from engaging with the category.
Advisor insights: Perspectives from travel advisors highlighting opportunities to influence decision-making and convert non-cruisers.

Key questions to be addressed

What types of trips do cruisers engage in when they’re not sailing?
What are their barriers to cruising more frequently?
How do non-cruisers view the industry?
What has stopped non-cruisers from experimenting with the category?
How well do non-cruisers understand what cruise experiences have to offer?
What aspects of a cruise experience feel most attractive to non-cruisers?
What needs to cruisers and non-cruisers have in common?
What makes a vacation feel worthwhile and fulfilling?
How do travel advisor relationships influence cruise decisions?
What opportunities exist for travel advisors to sell cruise experiences to non-cruisers?
How do family stages or family structures impact vacation decision-making?

Methodology

Cruiser & high-value prospect survey

Phocuswright will conduct surveys to compare and contrast:

Active cruisers who have sailed in the past 12 months
High-value prospect travelers (have not cruised yet, but show promise as potential future cruisers)

Travel advisor interviews

In-depth interviews of U.S. travel agents, gathering insights from the professionals who hear the customer voice every day. Including:

Cruise specialists and other areas of expertise
Range of geographic representations

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