If you think cruising is just for older people – think again.
The cruising industry has evolved in recent years and is almost unrecognisable from the days of formal dining and afternoon tea.
Yes, there are still cruise liners which offer those experiences, but ships aren’t like what they used to be – they’re breaking free from traditions and starting to tap into the needs of younger generations.
Take Sir Richard Branson’s Virgin Voyages cruise line for example – you won’t find a buffet on-board any of his three ships, nor do you have to dress up in formal attire, because unlike more traditional cruises, there is no dress code.
“We genuinely believe we’re a disrupter to the cruise market, especially in Australia,” Nirmal Saverimuttu, CEO Virgin Voyages, told news.com.au.
“So it’s only natural people who might be a bit curious about cruising want to give us a go to see what all the fuss is about.”
Cruise Lines International Association (CLIA) managing director in Australasia, Joel Katz said younger travellers make up a big proportion of cruise passengers with almost one third of Aussie cruise passengers aged under 40, and almost a quarter aged under 30.
“Those aged in their 20s currently make up about 8 per cent of cruise guests, and we can expect this to increase in coming years as this generation begins to travel more,” Mr Katz told news.com.au.
He said cruising has a much broader appeal than people realise with the average age of an Australian cruise passenger dropping.
“Younger travellers are showing the strongest interest in cruising in the future,” Mr Katz said. “CLIA’s consumer research shows that of people who have cruised previously, Millennials are the most likely cruise again with 88 per cent saying they will cruise again, followed by Gen-Xers, 86 per cent.
“Even among those who have never cruised before, 77 per cent of Millennials say they are open to cruising, the highest level of any generation.”
Mr Katz said it comes down to value for money, particularly at a time when international travel is more expensive and exchange rates are proving unfavourable.
“Cruising offers a lot of value when compared to many other forms of travel,” he said.
“A fare will include all accommodation, all meals, a huge variety of on-board activities and entertainment, and travel among multiple destinations.
“It’s a very social form of travel and allows groups of friends or families to travel together easily, and the variety of different cruise lines and cruise styles means there are options to suit different tastes.”
He also noted a variety of ships have put a much greater emphasis on food and dining for the MasterChef generation.
“Some cruise lines have partnerships with craft breweries or distillers to create specialty bars on board,” he said.
“Many also offer a choice of more active excursions and activities on shore – it’s common to find adrenaline sports and adventure-travel options in the excursion program.”
Sir Richard’s Resilient Lady yacht-inspired ship is another good example.
The massive 1408-room adults-only boat, which recently sailed into Australia for the first time, is equipped with 25 restaurants with some menus curated by Michelin-starred chefs such as Brad Farmerie of PUBLIC in NYC and Sohui Kim of Gage & Tollner and Insa also NYC.
The more than 20 eateries are all included in the price tag, from its Test Kitchen to its lively Korean BBQ and Mexican joint.
It also features a record shop, hair salon, multiple gyms including a boxing setup on the top deck, a tattoo parlour and champagne on demand if you shake your phone.
TikTok is awash with clips featuring the ship ahead of its arrival into Sydney with one Aussie admitting before she went on the boat she was hesitant.
“It wasn’t my jam [but] after going on the ship I could not get on a cruise faster [now].”
Mr Saverimuttu said when Sir Richard had a vision of what he wanted the liner to be, it was to create a super yacht feel that he’d want to go on with his friends to have fun.
“And while he’s probably slightly older than the usual demographic, he’s definitely young at heart,” he told news.com.au.
In fact, the 73-year-old is so young at heart that he did a bomb into Resilient Lady’s huge pool after pushing in Mr Saverimuttu during a press conference earlier this month to welcome the ship’s arrival into the country.
“We are seeing a younger mix of sailors to Virgin Voyages than perhaps other cruise lines, however there is so much equity in the Virgin brand which really helps attract that crowd,” Mr Saverimuttu added.
“Having said that, we have a real mix of sailors on board and welcome people of all ages to come and experience the new way of cruising.”
He said according to CLIA, the average age of the Aussie cruiser is 46.5.
“And from that same research, almost a third of cruise passengers are under the age of 40.”
Sir Richard joked that all the “cool things” on-board his ship were his idea, adding it’s what makes it so attractive to a younger generation.
“It’s similar to the best yacht anywhere in the world, but it’s affordable for hundreds of people to travel on,” he said during the presser on December 6.
“They can feel like they’re on their own private superyacht — so the team got it right.”
But Virgin Voyages’ Resilient Lady and its two other ships aren’t the only disrupters in the industry.
Royal Caribbean is also shaking things up and attracting a younger crowd.
“Reflecting on the must-see destinations we visit, the immersive itineraries we offer and the extensive range of activities on-board our ships, we are changing the game in terms of cruising and the stereotype that cruising is for older guests,” Gavin Smith, vice president and managing director, Royal Caribbean AUNZ, told news.com.au.
He said globally, they’re seeing a growing trend of younger guests taking to the seas.
“Our Caribbean and European cruises are attracting younger Australian guests, with short Caribbean sailings proving immensely popular, including our new Oasis Class ship Utopia of the Seas which launches in July,” he said, adding it’s the ultimate weekend getaway for groups of friends or families, with over 40-plus ways to dine, drink and dance.
He said when it comes to local booking trends there’s a “noticeable surge” in interest for cruise holidays in Australia among younger travellers – and also first timers.
“Specifically in Queensland where Quantum of the Seas introduced a whole new holiday experience to the market,” he said.
Its seven-night sailings are gaining popularity with younger crowds as it’s the ideal duration for those juggling full-time work commitments,” Mr Smith said.
“This is in contrast to older guests, who often opt for longer, leisurely sailings.”
Meanwhile, younger guests are flocking to Europe to experience the entertainment on-board its Oasis class ships from dazzling West End Musicals to their aqua shows featuring Olympic divers.
He said the ships also visit a new destination each day with a focus on Instagram-worthy locations such as Mykonos, Santorini and Croatia.
Meanwhile, the cruise company is launching Icon of the Seas in January and it’s predicted to be “epic”.
It’s the world’s largest cruise ship and it’s been labelled a “monstrosity” — the multi-coloured ship looks like a Barbie dreamhouse on steroids with Mr Smith telling news.com.au young Aussies are already snapping up cabins.
“Icon is the first-of-its-kind combination of the best of every holiday featuring seven distinct neighbourhoods including adult only zones and 27 styles of accommodation which is ideal for groups of friends travelling,” he told news.com.au.
“In January, our private island destination, Perfect Day at CocoCay, is opening an adults-only escape Hideaway beach featuring DJs, VIP cabanas and an infinity edge pool – the perfect way to spend a day with friends.”
There’s no denying that Aussies are really passionate cruisers with more wanting to give it a chance and see what all the fuss is about.
“The number of Australians cruising has been growing strongly for several decades, and reached 1.35 million people in 2018,” Mr Katz told news.com.au.
“Cruising has only recently returned to this part of the world, but we know the response from cruise fans has been very strong.
“We would expect numbers to return to near-record levels in the near future.”