Cruisebound, the fastest-growing online cruise agency in the U.S., unveiled insights into the evolving landscape of cruise passenger demographics and booking behaviors.

The digital transformation of travel and cruise reservations continues

Many assume the vast majority of travel reservations moved online during the 2000s, but data shows that travel's digital transformation is continuing: more than 69% of travel was booked online in 2024, compared to approximately 65% in 2020 and less than half in 2010. Interestingly, the share of travel booked online is increasing across all age groups, with the biggest growth seen in the 45+ group–a promising sign for the digitalization of the cruise industry.

Diversifying demographics: A youthful surge

The cruise industry, historically dominated by older travelers, is experiencing a period of demographic diversification. Cruisebound's data reveals that 25-44-year-olds constitute the largest segment of bookers at 45%, with 45-54-year-olds at 19% and 55+ travelers at 26%. Millennials and Gen Z are seeking unique travel experiences, and cruise lines are adapting by offering shorter, more immersive itineraries and introducing high-energy entertainment, adrenaline-pumping attractions, and family-friendly amenities.

Geographic expansion: Beyond coastal strongholds

While traditional markets like Florida, Texas, and California lead in bookings, there's notable growth in states like New York and Georgia. This expansion indicates a broadening appeal of cruise vacations, facilitated by increased marketing efforts and online booking platforms.