Attract new cruise passengers. I like young people.

By Virginia López Valiente

Managing Director of Cruises News Media Group and Editor of CruisesNews magazine

Editorial from CruisesNews magazine no. 60 – March 2022

Before the pandemic, the cruise industry was the fastest-growing sector in the travel industry, with demand increasing by 20.5% between 2013 and 2018. More than 30 million people travel by cruise ship each year, almost 10 million of whom arrive in Spain, while around 550,000 are Spanish. 

While cruise enthusiasts are eager to return to ships, and that has always been reflected in bookings, the industry's expansion in recent years has depended on attracting new cruisers.

Cruise companies have spectacular marketing power and have always tried to fight against misconceptions and prejudices such as that short stopovers do not allow travelers to connect with the destinations, that cruises are a packaged product for older people, the prices, the crowds, etc.

It's clear that companies are constantly trying to challenge these ideas, with varying degrees of enthusiasm, and the increasingly pressing question is: How do you convince those who aren't yet convinced? And we're not talking about those who can't afford vacations, or who simply enjoy them on their patio or in their mountain chalet; we're referring to travelers, those who go away every year seeking novel and appealing vacation experiences, but who have never yet chosen a cruise. Of these, every single group—every single one—is capable of taking and enjoying a cruise.

It is therefore understandable that the messages should be direct, yes, but segmented.

Younger travelers have a lifetime of purchasing power ahead of them, yet they currently represent only a small portion of the onboard market. They should be more highly valued than ever. Perhaps younger travelers have been somewhat overlooked because addressing their preferences and values ​​would require transformative changes to the cruise industry's offerings, experiences, and business model, but this is no longer the case. Almost every cruise line caters to them without clashing with the tastes of other cruise lines. But let's not fall back into generalizations and prejudices. This demographic also includes the new "foodies," influencers, and culture vultures who will appreciate the quality of new culinary offerings and experiences of all kinds, both onboard and ashore. You won't win them over with a mojito, adding ramen to the menu, or a disco playing 80s music. I've already seen plenty of options for them onboard; now we need to make sure they see them.

Let's not forget that there are young travelers with lower purchasing power today. Shortening itineraries on certain departures throughout the year could be a promising way to attract resistant demographic groups, broadening the appeal and potentially turning them into the cruise passengers of tomorrow.