TORONTO — If you look at the numbers, it’s obvious that the cruise industry has no intention of slowing down.
According to CLIA’s 2024 State of the Cruise Industry Report, cruise travel is rebounding faster than other forms of travel and tourism post-pandemic, reaching 107% of 2019 levels in 2023 with 31.7 million passengers, compared to overall international arrivals, which are 12% lower than 2019.
Passenger volume in 2023 from North America reached 18.1 million, up 6.5% from 2019. The intent to cruise among repeat and new cruisers remains strong, with 82% of those who have cruised before saying they will cruise again, and 71% of international travellers considering taking their first-ever cruise. Younger travellers are leading the way among those most enthusiastic about planning cruise holidays (Gen-X at 84% and Millennials at 81%), while families continue to show up for cruises, with 28% of cruise travellers sailing with 3-5 generations. Expedition and exploration are the fastest-growing cruise itineraries being sailed, with the number of passengers sailing on expeditions increasing 71% from 2019 to 2023. And the industry took enormous leaps in 2024 with seven CLIA-member cruise lines launching seven ships this year; another 56 ocean-going ships are already on the books for both member and non-member lines between 2024 and 2028.
But the most promising news of all? Report findings highlight the value of travel advisors, with 73% of cruise travellers saying advisors have a meaningful impact on their decision to cruise.
The future of cruising looks promising indeed, with 2025 looking particularly exciting, says Caroline Hay, General Manager, Cruise at Trevello Travel Group. In this exclusive interview, we ask Hay to summarize the year in cruising in 2024, what current trends are shaping the industry in 2025, and how travel advisors are influencing travellers to finally book that unforgettable cruise.
2023 was all about recovery for the cruise industry. What kind of year was it in 2024?
“2024 was all about continued momentum and growth. It’s been the best year of cruise sales in Trevello’s 30-year history. The industry moved from bouncing back to levelling up, with ships at or near full capacity and demand surging across all segments. Our advisors have fully embraced these opportunities and played a significant role in driving this success. Once again, the cruise industry has proved its resilience and adaptability, firmly re-establishing itself as one of the most sought-after vacation choices.”
What standout moments do you recall for the cruise industry in 2024?
“2024 was full of standout moments that showcased the cruise industry’s growth and innovation. The launch of groundbreaking ships with cutting-edge technology and sustainability features captured travellers’ imaginations, while the rise of expedition cruising continued to generate excitement among travellers and advisors who are selling more unique itineraries than ever.
“This year, however, was not without issues. The industry showed its resilience once again when itineraries were changed due to the geopolitical issues in the Middle East. However, alternatives were offered, which highlighted cruising’s ability to evolve, deliver exceptional experiences and thrive in the face of obstacles.”
What role did travel agents play in cruising’s ongoing recovery in 2024? And how are they influencing cruise bookings for 2025?
“Travel advisors are a key distribution outlet for our cruise partners, and the mutual support between cruise lines and advisors has never been stronger. When cruise companies continue to invest in trade sales and provide more resources for advisors, it shows how critical the travel advisor channel is for filling ships and connecting clients with the right products. Heading into 2025, we’re seeing even more cruise representatives entering the Canadian market, which will give advisors the tools and support they need to grow their cruise sales even further.
“Advisors remain pivotal in promoting cruise vacations to both new and existing clients. They are playing a key role in shaping perceptions and driving demand across every segment and this will continue in the year ahead. There’s so much opportunity ahead, and I’m excited to see where it takes us.”
To many, cruising and sustainability don’t really go hand in hand. But we’re seeing many cruise lines implement sustainability initiatives, particularly in 2024. What’s driving this new trend, and which cruise lines come to mind?
“Sustainability is no longer just a trend – it’s how the industry operates and more improvements are being introduce year after year. Travellers want responsible tourism and cruise lines are delivering. We’ve seen big investments in LNG-powered ships, advanced waste management systems and partnerships with sustainable ports. Expedition companies like Lindblad, Quark and PONANT have been leaders in this space, but we’re also seeing impressive initiatives from Royal Caribbean Group, MSC, NCL, Windstar, Explora Journeys and Carnival Corporation, just to name a few. It’s exciting to see sustainability measures becoming a standard across the board, and it’s clear that cruise lines are committed to being part of the solution when it comes to responsible travel.”
More and more cruise lines are accommodating solo cruisers. Why do you think cruising is ideal for solos?
“Cruising is perfect for solo travelers because it offers the best of both worlds: the option to socialize or retreat to your own space as you please. Cruise lines are doing a fantastic job catering to this segment, with more solo-friendly cabins, better pricing and tailored programming. This is happening across all types of cruising, from river and expedition to luxury and traditional ocean itineraries. Solo travellers are no longer overlooked – they’re being welcomed with options that feel inclusive and designed just for them.”
It used to be that cruising was geared towards an older clientele, but according to trend reports, 2024 saw many young cruisers book for the first time. What would you attribute this shift to?
“It’s been amazing to see younger travellers embracing cruising. Social media has been a game-changer – just search ‘cruise’ on TikTok, and you’ll see why. Cruises are being showcased as adventurous, Instagram-worthy and fun. Cruise lines have done a great job tailoring their offerings to younger audiences with wellness programs, bold excursions and nightlife that feels fresh and exciting. Younger travellers are all about experiences, and cruising delivers exactly that. It’s not just a vacation – it’s an experience they can share and relive through their social platforms.”
What other new trends have you noticed in 2024 that are shaping the year ahead?
“One of the biggest trends we’ve seen at Trevello is the growing number of travel advisors introducing cruises to clients who previously only booked land vacations. The incredible value of a cruise vacation is hard to pass up, and this shift has brought new demographics into the market, fueling growth across all segments.
“Another key trend is the seamless integration of technology onboard ships. High-speed Starlink internet is now widely available, making it easier than ever for remote workers to stay connected, which has opened cruising to a new audience of digital nomads blending work and leisure. This ‘work from anywhere’ flexibility, combined with longer, more immersive itineraries, is drawing younger professionals to cruising like never before.”
What’s your forecast for the cruise industry in 2025?
“Based on our forward booking trends, 2025 is shaping up to be another incredible sales year for Trevello’s cruise business. From a greater industry we’re seeing clients shifting away from traditional vacations and looking for curated, meaningful experiences, which will continue to drive significant growth in luxury and expedition cruising. These are no longer niche segments – they’re becoming central to what many travellers want: immersive journeys that connect them to the world in authentic and impactful ways.
“The new ships launching in 2025 reflect just how far the industry has come. These aren’t just ships; they’re destinations in their own right, in all shapes and sizes. They’re being designed with sustainability, technology and personalization at their core, offering something for everyone, from solo travellers to multi-generational families to those seeking intimate vacation options. What’s exciting is how travel advisors are leading this shift. They’re showing clients that cruising isn’t just an alternative to land vacations – it’s a better way to travel, with more variety, value, and convenience.”
