Cruising Gains Momentum Among Younger Travellers In The Uk As Abta Report Reveals Changing Holiday Habits

Published on October 8, 2025

The UK recreation and tourism scenery is witnessing a notable transformation, arsenic cruising—once viewed arsenic a pastime for retirees—emerges arsenic a preferred vacation prime among younger travellers. According to nan 2025-2026 Holiday Habits Report by ABTA (The Travel Association), liking successful cruise holidays is increasing faster among group aged 25–34 than among those aged complete 65. This shift, unveiled during ABTA’s 2025 Travel Convention successful Mallorca, signals a generational redefinition of really Britons research nan world.

The study indicates that 19 per cent of 25–34-year-olds took a cruise successful nan past 12 months, compared to 16 per cent of travellers complete 65. These figures underscore a changing move successful nan UK tourism market, wherever cruising is nary longer confined to an older demographic. The increasing enthusiasm from younger audiences reflects nan cruise industry’s evolving efforts to create experiences that cater to divers lifestyles, interests, and expectations.

This improvement comes astatine a clip erstwhile nan world recreation assemblage is steadily recovering, and UK holidaymakers are showing renewed assurance successful readying world trips.

Broadening nan Cruise Market Through Innovation

The accrued liking among younger generations has been attributed to nan industry’s targeted efforts to modernize and diversify its offerings. Over nan past fewer years, cruise lines person invested heavy successful creating ships that lucifer floating resorts, equipped pinch intermezo hubs, fittingness centres, escapade activities, and integer conveniences that entreaty to younger travellers.

ABTA’s caput of media and communications, Emma Brennan, emphasized that these innovations person successfully widened cruising’s user base. From onboard euphony festivals to immersive eating experiences, nan manufacture has repositioned itself arsenic a level for adventure, societal connection, and taste exploration alternatively than a slow-paced retreat astatine sea.

This diversification strategy has been peculiarly effective successful capturing nan attraction of younger professionals and millennial families seeking a equilibrium betwixt leisure and discovery. Many cruise operators person besides expanded their itineraries to see destinations that entreaty to a much adventurous and experience-driven audience—ranging from nan fjords of Norway to nan Caribbean islands and Mediterranean coastlines.

Cruises Still a Growing Segment successful nan UK Holiday Market

Despite nan upward trend, nan cruise segment still represents a smaller stock of nan UK’s wide recreation activity. Only 12 per cent of study respondents reported taking a cruise successful nan past year. In contrast, 48 per cent opted for formation holidays, while 47 per cent chose metropolis breaks. These numbers item a important opportunity for description wrong nan UK cruise tourism sector.

Looking ahead, nan momentum appears promising. The study revealed that 15 per cent of respondents expressed liking successful going connected a cruise wrong nan adjacent 12 months. Among younger property groups, this fig rises to 20 per cent for those aged 25–34, and moreover higher—25 per cent—for families pinch children nether five. These insights propose that nan cognition of cruising is shifting from a niche action to a mainstream recreation prime for a wider demographic base.

Industry analysts judge that nan convenience and inclusivity of cruise packages—where accommodation, meals, entertainment, and carrier betwixt destinations are bundled together—play a important domiciled successful attracting travellers seeking worth and simplicity.

Expedition Cruising: The Next Frontier for Young Adventurers

Among nan emerging trends, expedition cruising has captured nan imagination of younger audiences. The ABTA study revealed that 18–24-year-olds showed nan highest liking successful this shape of travel, pinch one-third of respondents successful that property group expressing curiosity astir it. In comparison, only 10 per cent of over-65s reported akin enthusiasm.

This shape highlights a increasing appetite for offbeat experiences among nan UK’s youth. Expedition cruises, which often task into destinations for illustration Antarctica, nan Galápagos Islands, and Arctic regions, harvester escapade pinch acquisition and biology awareness. The younger generation’s fascination pinch sustainable recreation and authentic exploration aligns perfectly pinch nan ethos of this style of cruising.

Such journeys let travellers to witnesser untouched earthy landscapes while participating successful guided ecological and taste programs. These immersive opportunities resonate pinch younger audiences seeking meaningful recreation experiences that spell beyond leisure.

River Cruising Maintains Appeal Among Mature Travellers

While water and expedition cruises are drafting successful younger travellers, river cruising continues to clasp its allure among older demographics. The ABTA study showed that 46 per cent of 45–54-year-olds and 43 per cent of over-65s expressed liking successful stream cruises.

The entreaty of stream journeys lies successful their scenic, tranquil nature—offering travellers nan opportunity to research Europe’s taste capitals on waterways specified arsenic nan Danube, Rhine, and Seine. These cruises often attraction connected heritage, gastronomy, and leisurely sightseeing, making them a preferred action for travellers seeking comfort, convenience, and taste immersion astatine a relaxed pace.

This dual shape of preference—expedition cruising for younker and stream cruising for mature travellers—illustrates really nan UK cruise tourism market is segmenting itself to meet chopped expectations crossed generations.

A Strong Outlook for UK Holidaymaking

Beyond nan maturation successful cruise travel, ABTA’s study conveys a broader consciousness of optimism for nan UK recreation industry. A singular 87 per cent of respondents reported taking a vacation successful nan past 12 months, astir matching nan pre-pandemic highest of 88 per cent recorded successful 2019. This rebound indicates that recreation has regained its spot arsenic a cardinal privilege successful nan lives of UK consumers.

Moreover, holidays stay a protected expenditure contempt inflationary pressures. Only 28 per cent of respondents said they would trim their recreation spending to negociate nan rising cost of living, compared to 57 per cent who would trim backmost connected eating out. This uncovering reinforces nan cognition that recreation continues to beryllium regarded arsenic an basal finance successful well-being, family connection, and individual enrichment.

Industry experts propose that this resilience reflects a increasing affectional and taste attachment to recreation among Britons. Even arsenic economical challenges persist, nan desire for exploration, discovery, and flight remains profoundly ingrained.

The Future of Cruising and UK Tourism

As nan UK’s tourism patterns evolve, nan cruise industry stands astatine nan forefront of an breathtaking transformation. Younger generations are redefining what a cruise vacation represents—no longer a quiet voyage for retirees, but a vibrant, multifaceted acquisition blending adventure, relaxation, and world discovery.

ABTA’s findings underscore that nan sector’s early maturation will dangle connected its expertise to support inclusivity, innovation, and sustainability. With caller cruise ships being launched, itineraries expanding, and eco-friendly technologies gaining traction, nan manufacture is well-positioned to meet nan expectations of modern travellers.

In essence, nan latest ABTA Holiday Habits Report paints a image of a assured and evolving UK tourism market—one wherever cruising is sailing into nan spotlight, driven by youthful curiosity, family-friendly experiences, and a nation’s unwavering passion for travel.