Cruise Lines International Association (CLIA) Finds Cruising Popular Among Men & Millennials

Sep 21, 2017

The new Cruise Industry Consumer Outlook, conducted on behalf of Cruise Lines International Association (CLIA), found men and Millennials are more interested in taking a cruise among all travelers surveyed. This is the latest installment in the Cruise Industry Consumer Outlook of 2017, in partnership with J.D. Power, and new findings than six out of ten (63 percent) respondents have an increased interest in cruising – with overwhelming interest among men and Millennials. The report details consumer traveler behaviors, attitudes, and opinions toward both cruise and land-based travel. 

“CLIA highly values keeping a finger on the pulse of consumer cruise attitudes and preferences in order to create an ever-improving industry based on traveler feedback,” said Cindy D’Aoust, president and CEO, CLIA. “The Cruise Industry Consumer Outlook plays a key role in helping us continue to adapt and appeal to every type of traveler with evolving business practices, varied cruise durations, and available destinations.”

Who is interested in cruising?

When it comes to specific generations interested in cruising, about 85 percent of Millennials expressed that an interest in cruise travel has increased within the last year, while 64 percent of Gen Xers said the same, compared to 40 percent of Baby Boomers citing the same sentiment. Across all generations, the report found that the increased interest in cruising is higher for men (74 percent) than for women (54 percent). Further, more than seven out of ten (71 percent) men named ocean cruises as the type of vacation they are most interested in taking within the next three years. In regards to cruise atmosphere, more than half (62 percent) of both female and male respondents cite casual elegance as their preferred cruise style.

Other key findings from the latest Cruise Industry Consumer Outlook of 2017:

  • Repeat Cruising: The report found 80 percent of past cruisers have an increased interest in taking a cruise, while 50 percent of non-cruisers said the same. Repeat cruisers are drawn to cruise travel largely due to the value this vacation type offers.  
  • Cruising Costs: When compared to both land-packaged tours and all-inclusive trips, more than half (57 percent) of respondents surveyed believe cruising offers a high value, compared to 48 percent saying the same for land-based vacations. When it comes to outside factors impacting leisure travel plans, nearly a quarter (24 percent) of respondents cite job responsibilities as the top factor.
  • Keeping it Close: The report also found travelers are drawn to cruising for a variety of reasons including destinations and convenience. Regarding cruise ports being within driving distance, respondents acknowledged the convenience of driving to the cruise ship (68 percent), the reduced hassle of not having to fly to a port (64 percent), and the cost savings when not needing to fly (57 percent) as the primary benefits of having a lot more cruise embarkation options available in North America. 
  • Destinations & Durations: Cruise destinations and durations also positively impacted consumer attitudes toward cruising. When it comes to cruise destinations, more than one-third (36 percent) of travelers prefer the Caribbean region, while a quarter (27 percent) chose the Mediterranean. The Caribbean is more favored by people in the lower income brackets while interest in the Mediterranean is higher for higher-income brackets. Seven-day cruises are also the most popular among those surveyed (33 percent) when compared to other cruise durations.
  • Oceans of Interest: According to the new research, respondents are showing an increased interest in ocean cruising when compared to reports earlier in the year. Currently, 34 percent of respondents interested in cruising will definitely be taking an ocean cruise compared to 23 percent reported in January.

The inforgraphic is available here.

About the Cruise Industry Consumer Outlook

J.D. Power conducted the latest North America Cruise Industry Consumer Outlook web-based surveys earlier this year  targeting 500 consumers who: 1) earn more than $50,000 annually; and 2) had taken a vacation within the past three years. This survey will be conducted three times per year to establish industry trends.

About Cruise Lines International Association (CLIA) – One Industry, One Voice

Cruise Lines International Association (CLIA) is the world’s largest cruise industry trade association, providing a unified voice and leading authority of the global cruise community. The association has 15 offices globally with representation in North and South America, Europe, Asia and Australasia. CLIA supports policies and practices that foster a safe, secure, healthy and sustainable cruise ship environment for the more than 24 million passengers who cruise annually and is dedicated to promoting the cruise travel experience. Members are comprised of the world's most prestigious ocean, river and specialty cruise lines; a highly trained and certified travel agent community; and cruise line suppliers and partners, including ports & destinations, ship development, suppliers and business services. The organization’s mission is to be the unified global organization that helps its members succeed by advocating, educating and promoting for the common interests of the cruise community. For more information, visit or follow Cruise Lines International Association on CLIA Facebook and Twitter pages.

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