2026
9
UK Cruises Market Report 2026
2026-03-12T10:01:07+00:00
REP9031E8B3_1733_4D11_B1E8_B317332D11CB
2995
191929
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Report
en_GB
While 36% of UK consumers express interest in cruising, only 24% have ever taken one. This highlights substantial untapped demand, particularly among new‑to‑cruise consumers, who account for 55% of those…
UK
Holidays and Vacations
simple

UK Cruises Market Report 2026

"As volume growth slows, cruise brands must continue to lower barriers to entry for new consumers, while leveraging trading up opportunities to drive differentiation and spend."

Sinead O'Connor, Travel Analyst

Sinead O'Connor, Travel Analyst

Market Intelligence ReportsHolidays and VacationsUK

UK Cruise Industry – Trends and Insights

  • While 36% of UK consumers express interest in cruising, only 24% have ever taken one. This highlights substantial untapped demand, particularly among new‑to‑cruise consumers, who account for 55% of those interested. This latent interest represents a meaningful growth opportunity, provided brands can reduce barriers to participation and create accessible entry points.
  • As post‑pandemic momentum moderates, volume growth in the cruise sector is beginning to slow in line with the wider holiday market. This places greater emphasis on converting interested consumers through clear value propositions and differentiated experiences, while also driving value growth via product innovation, both onboard and onshore.
  • Looking ahead, the strongest opportunity lies in capturing high‑earning consumers’ willingness to spend on authentic, local experiences that offer deeper engagement at the destination. However, brands must also address growing risks, including weather‑related itinerary disruption and the potential loss of middle‑aged consumers, who remain less engaged and more sensitive to cost and relevance.
  • Sustained growth in the UK cruise industry will depend on balancing slower, more mindful travel propositions with operational resilience and sharper targeting of both new and at‑risk segments.

This Report Looks at the Following Areas:

  • Sea and river cruise participation over time, and how booking lead times vary by age
  • Future interest in cruise holidays, including opportunities to drive interest among middle-aged consumers
  • High-potential demographics, including solo travellers and new-to-cruise consumers
  • Interest in cruise types and lengths, including opportunities to drive value through cruise-and-stay/adult-only formats and luxury touchpoints
  • Barriers to cruising, segmented by those who have and have not previously been on a cruise
  • Trading up opportunities, including onshore activities and family/themed cruises

Market Definitions

For the purposes of this Report, Mintel has used the following definitions:

This Report examines the behaviours and attitudes of UK adults aged 16 or over towards sea and river cruise holidays in the UK and abroad. In Mintel’s consumer research, a holiday is defined as a stay of at least one night that is primarily for leisure purposes. Business trips and visiting friends or relatives are not included.

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  1. EXECUTIVE SUMMARY

    • What you need to know
    • Outlook for cruises
    • Opportunities
    • Re-engage middle age cruisers
    • Create easy entry points for new-to-cruise consumers
    • Slower travel offers a chance to drive value

  2. THE MARKET

    • Snapshot – market size and forecast
    • Passenger increase slows
    • Graph 1: sea cruise market passenger volume, 2019-25
    • Value rises faster than volume
    • Graph 2: sea cruise market passenger value, 2019-25
    • Volume set for stable year-on-year growth
    • Graph 3: market volume forecast for sea cruises, 2019-30
    • Cruise prices will continue to rise
    • Graph 4: market value forecast for sea cruises, 2019-30
    • Market drivers
    • Holidays remain competitive as budgets tighten
    • Graph 5: select spending levels and spending expectations for holidays, 2024-26
    • Government backs cruise growth alongside decarbonisation
    • Continued fleet expansion signals positive demand
    • Graph 6: CLIA member ocean cruise fleet size based on number of ships, 2018-25
    • Adverse weather and regional instability threaten cruise hotspots

  3. THE CONSUMER

    • Cruise participation
    • Cruise participation sees steady growth
    • Sea cruises are most popular, but river cruises win among Millennials
    • Graph 7: participation in cruise holiday types, by age, 2025
    • Younger demographics are more impulsive
    • Graph 8: booking lead time, by age, 2025
    • Cruise interest
    • Cruises are still the largest opportunity in the market
    • Graph 9: participation and interest in holiday types, 2025
    • Drive interest among middle-aged consumers
    • Graph 10: interest in cruise holiday types, by age, 2025
    • Brand loyalty is a key driver for future bookings
    • High-potential demographics
    • Cruise and stay attracts higher earners
    • Solo travel is a growing opportunity
    • Graph 11: interest in select cruise holiday types, 2023-25
    • New potentials make up the majority of cruise interest
    • Graph 12: consumers who are interested in cruise holiday types, by consumer segment, 2025
    • Cruise type and length
    • From more to better: curate short break sea cruises
    • Graph 13: preferred length of sea cruises, 2025-26
    • Families prefer shorter trips
    • Graph 14: preferred length of sea cruise, by any children in household, 2025
    • Graph 15: preferred length of river cruises, by any children in household, 2025
    • Develop longer itineraries for cruise-and-stay/adults-only sea cruises
    • Graph 16: preferred length of sea cruise, by interest in cruise holiday types, 2025
    • Cruises with luxury touchpoints appeal
    • Graph 17: considered cruise types, by considered cruise types, 2025
    • Barriers to cruising
    • Cost and crowds are the main barriers to cruising
    • Graph 18: barriers to cruising, 2025
    • Improve accessibility to retain customers; educate non-cruisers on motion sickness
    • Graph 19: barriers to cruising, by select consumer segments, 2025
    • Leverage loyalty and packages to demonstrate value for money
    • Opportunities for trading up
    • Drive value through onshore exploration
    • Graph 20: interest in select trading-up opportunities, 2025
    • Family and themed cruises are top premiumisation opportunities
    • Graph 21: interest in paying more for experiences onboard a cruise ship, by interest in select cruise holiday types, 2025

  4. INNOVATION AND MARKETING

    • Cruise expands reach through primetime TV
    • P&O Cruises bet on five-berth cabins
    • Immersive retail comes to cruise
    • Lines hone targeted cruises
    • Cunard asks why cruise when you can Cunard
    • CruiseTok drives penetration among the digital generation

  5. APPENDIX

    • Market definition
    • The market
    • Forecast methodology
    • Forecast methodology – fan chart
    • Market size
    • Market forecast and prediction intervals (volume)
    • Market forecast and prediction intervals (value)
    • The consumer
    • Consumer research questions
    • Consumer research methodology
    • UK generation groups
    • Abbreviations

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