US Cruises Market Report 2025
"Cruise lines have succeeded in growing and in attracting younger cruisers. They need to balance affordability and premiumization in order to maximize future growth."
Mike Gallinari, Senior Travel & Leisure Analyst
US Cruise Industry – Trends and Insights
- The cruise industry continues to sail a course of strong growth, with an estimated 21.2 million passengers sailing from US ports in 2025, up 11% on the previous year.
- This record-setting performance reflects cruising’s resilience in an economic climate where other travel segments have stumbled, which is largely due to cruising’s value proposition as an all-inclusive vacation option. The industry shows no sign of slowing, with 27.2 million passengers projected in 2030.
- Cruise lines’ biggest hurdle may be getting travelers to try one; the rise since 2023 in travelers saying they’d go on another cruise indicates that consumers best witness the value of cruises by taking one.
- Cruise lines should leverage social media marketing strategies, including influencer-based ones, to convince potential first-time cruisers to join the ever-younger ranks of cruise passengers. Creating new premium options can entice this group, who are also interested in upscale travel experiences.
- Reorienting loyalty programs to be more lifestyle-oriented, such as by partnering with brands that are relevant to cruise passengers’ everyday lives, can help keep cruise brands top of mind even away from the water. Cruise lines must also continue to commit to sustainability, as this younger audience also factors this into their choice of cruise line.
This Report Looks at the Following Areas:
- The projected number of cruise passengers sailing from US ports through 2030
- The growth in cruising experience and intent, including repeat cruising
- How consumers want to see cruise booking improve
- Opportunities for premiumization onboard cruise ships
- Ways cruise lines can reinvent their loyalty programs to stay relevant to younger members
- Attitudes toward cruising, especially in a flagging economy
- Opportunities for cruise brands to be industry leaders in the future
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for cruises
- Opportunities
- Make premiumization easy to address traveler demand
- Integrate special interest and event travel into cruises
- Use partnerships to make loyalty programs more vibrant
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THE MARKET
- Snapshot – market size and forecast
- Market factors
- Sour economic conditions can sweeten cruises’ appeal
- Cruise value underlined by travel prices
- Navigating government intervention can cause headaches for the industry
- Ship pipeline anticipates increased volume, trip length and sustainability
- Market size and forecast
- US travelers continue to flock to cruise lines
- US passenger volume set for steady growth
- Graph 1: total volume and fan chart forecast of cruise passengers sourced from the US, 2019-30
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THE CONSUMER
- Cruising and cruise intent
- Ocean cruising rises in popularity, defying macro obstacles
- Graph 2: ocean cruising history, 2023-25
- Convert interest into action through consumers’ social networks
- Graph 3: ocean cruising intent, 2023-25
- River cruising has room to grow
- Graph 4: river cruising history, 2023-25
- Graph 5: river cruising intent, 2023-25
- Mintel’s cruise passenger segments
- Cruising continues to grow, but marketing now has to be more dynamic
- Booking
- Optimize mobile display to facilitate direct bookings
- Ensure booking platforms speed up the process, instead of providing new information
- Graph 6: desired cruise booking site features, 2025
- Lay information out easily for Potential New Cruisers
- Reach new audiences through influencers and forums
- Influencers are increasingly important in reaching Gen Z
- Upsell opportunities
- Food and celebration are viable avenues for upselling
- Graph 7: interest in paid upgrades, by cruise type, 2025
- NCL’s upscale revamp hits its target audience
- Size matters to new premium cruisers, but onboard experience wins over those who have cruised before
- Graph 8: options that would drive purchase of a premium cruise, by cruise segment, 2025
- Focus on specific luxury traits to attract maximal-spending passengers
- Graph 9: options that would drive purchase of a premium cruise, by HHI, 2025
- Loyalty and premium incentives
- Loyalty desires change with cruising experience
- Graph 10: loyalty program features desired by possible repeat cruisers, by cruise segment, 2025
- Carnival loyalty changes evolve with premium demand
- Loyalty programs should augment cruises
- Graph 11: loyalty program features desired by possible repeat cruisers, by generation, 2025
- Promote the premium experience through the loyalty program
- Graph 12: loyalty program features desired by possible repeat cruisers, by HHI, 2025
- Attitudes toward cruises
- Tough economic times create an opportunity for brands to tout cruising’s value
- Worried planners may gravitate toward last-minute value messaging
- Older cruisers need more convincing of accessibility bona fides
- Graph 13: attitudes toward cruise provider accessibility, by generation, 2025
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INNOVATION AND MARKETING
- Cruises are emerging as the new fan convention setting
- Make loyalty programs more lifestyle-oriented through brand partnerships
- Travel’s premium push means all classes of cruise lines need to innovate with upsell opportunities
- Focusing on (and practicing) sustainability makes good business sense
- Take cues from theme parks as private destinations’ spectacle grows
- Culture and immersion complement entertainment and relaxation
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APPENDIX
- Market definition
- The market
- Forecast methodology
- Forecast methodology – fan chart
- Number and forecast of cruise passengers
- Market forecast and prediction intervals
- The consumer
- Consumer research questions
- Cruisers: demographic index
- Recent Cruisers: demographic index
- Potential Repeat Cruisers: demographic index
- Potential New Cruisers: demographic index
- Consumer research methodology
- US generation groups
- Abbreviations
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