Royal Caribbean International’s recent launch of the Utopia of the Seas from Port Canaveral is no coincidence. The cruise line is strategically targeting a younger demographic as one in every two customers across its brands is a millennial or younger. Jason Liberty, CEO of Royal Caribbean Group, emphasized the company’s intentionality with the Utopia, citing the rise in millennials and Gen Z individuals dedicating more of their leisure time to travel. With shorter cruises out of Port Canaveral, the company aims to cater to multiple generations and unique travel experiences sought after by younger guests.
Jason Liberty mentioned that nearly 70% of guests on the company’s short Caribbean cruises are new to cruising or new to the brand. These new customers are trending towards a younger demographic, with millennials gaining share across Royal Caribbean Group’s brands faster than any other generation. The introduction of the Nova ship class by Silversea Cruises has also attracted more millennials, showcasing a shift towards younger guests across the cruise industry.
Travel advisors note the increasing appeal of short cruises to younger travelers. Michelle Fee, founder of Cruise Planners, highlighted the interest of clients between the ages of 25 and 34 in shorter Caribbean itineraries. Anthony Hamawy, president of Cruise.com, acknowledged the draw of short cruises for young clientele, particularly those with time constraints due to work commitments. The rise in younger families booking cruises is contributing to a lower average age for Royal Caribbean’s passengers.
According to a CLIA survey, millennials and Gen Z individuals accounted for 36% of cruise passengers over the past two years. Despite the average age of cruisers decreasing slightly to 46 years old, the intention to cruise again remains high across all generations. Carnival Corp. has also observed age shifts among its customers, with some brands attracting slightly younger demographics post-pandemic. CEO Josh Weinstein emphasized the importance of maintaining a diverse mix of age groups on their various cruise lines.
While there is a clear trend towards attracting younger cruise ship passengers, it is essential for cruise lines to balance their customer demographics. Royal Caribbean Group’s focus on millennials and Gen Z aligns with the industry’s evolving landscape, where new ship launches and shorter itineraries are capturing a younger audience. Carnival Corp.’s approach of catering to a diverse range of age groups ensures a well-rounded customer base across its different cruise brands. As the cruise industry continues to evolve, adapting to the preferences of younger travelers will be key to long-term success.