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USA Today
14-04-2025
- USA Today
Booze, hammocks and Wi-Fi: What's really luring young travelers to cruise ships
Booze, hammocks and Wi-Fi: What's really luring young travelers to cruise ships Show Caption Hide Caption How to find the best price, perks when booking a cruise Find the cruise that works for your budget with these tips. Problem Solved Gen Z and Millennial travelers are showing increased interest in cruises. Younger generations are drawn to cruise lines like Virgin Voyages for their modern amenities, no-kids policies, and focus on experiences rivaling land-based vacations. Reliable Wi-Fi and the all-inclusive pricing model are also attractive features for young professionals and budget-conscious travelers. Camila Mojica took her first cruise in over a decade after seeing Virgin Voyages on TikTok. She and her boyfriend took the trip in March to celebrate their graduate school semesters coming to an end. Mojica used to take cruises with her family but hadn't vacationed at sea since she was about 12. Now 24, she was drawn to Virgin for its food and its no-kids policy. 'And I'd never been to the (Dominican Republic),' the Orlando-based social media manager told USA TODAY. 'I'm from Puerto Rico (and) it was my first time going there, so I thought it'd be a fun little getaway.' Mojica is among a number of Gen Z (born between 1997 and 2012) and Millennial (born between 1981 and 1996) travelers showing increased interest in cruises, ranging from new young adult-friendly lines like Virgin to more established brands. According to daily surveys conducted by Morning Consult Intelligence, 19% of Gen Z respondents were considering a purchase from Carnival Cruise Line, Royal Caribbean International, Norwegian Cruise Line or Disney Cruise Line in March 2025, up from 15% two years prior. That metric increased from 21% to 25% among Millennials. The figures are based on results from an average sample of more than 117,000 people. Why are Gen Z and Millennial travelers setting sail? Among travelers who cruised in the previous two years, 22% were Millennials and 14% were Gen Z, according to Cruise Lines International Association's 2024 State of the Cruise Industry Report. Randy Marsden, Head of Cruise at Fora Travel, said many of their clients are first-time cruisers ranging from Gen Z to Gen X. According to Marsden, those guests are 'basically people who … originally thought that cruising wasn't meant for them, and are now starting to see these products that are catered to them, and even seeing like the older, more established cruise lines offering new things on board to appeal to younger travelers.' That includes Virgin Voyages. The cruise line, with its sleek design, balcony hammocks and Instagram-friendly onboard spaces, has been a hit with younger guests. 'Virgin Voyages was designed for modern travelers, which just happens to coincide with what younger generations are looking for in a vacation,' the line's Chief Operating Officer Michelle Bentubo told USA TODAY in an email. The cruise line's customer base 'naturally skews a bit younger,' which she attributed to the cruise line rivaling land-based vacations. 'Take dining for example – you make reservations just like you would on land in your favorite city,' Bentubo said. 'Both our culinary experiences and entertainment were designed to be bespoke and have a convivial, connective and meaningful purpose to them. We're a little bit different in our approach and Sailors love that.' Still, Virgin has broad appeal. The line's average age ranges from late 40s to early 50s, depending on the itinerary, according to Bentubo. Marsden also pointed to increasingly reliable Wi-Fi as a draw, allowing young professionals to sign on from sea. Virgin, for its part, has offered cruise passes aimed at remote workers. Fora Travel clients among those ages have shown interest in other lines, including MSC Cruises, The Ritz-Carlton Yacht Collection, Four Seasons Yachts and Royal Caribbean, according to Marsden. Jason Liberty, president and CEO of Royal Caribbean Group – parent company of Royal Caribbean, Celebrity Cruises and Silversea Cruises – said one of every two customers is a Millennial or younger during a July earnings call. 'This attractive traveler continues to gain share within our customer base at a faster pace than any other generation,' he said. Virgin's Bentubo noted, 'There's this outdated idea of cruising only appealing to older demographics, but there's a product within the industry for everyone.' Which cruises are most popular with younger cruisers? That depends. Virgin's shorter itineraries skew younger than longer sailings, according to Bentubo. The line defines short cruises as ranging from four to six nights and mid-length sailings as seven to nine nights, while longer cruises are 10 or more nights. Norwegian Cruise Line, for its part, has seen a big jump in demand from Gen Z and Millennial passengers since the first quarter of 2024 'specifically sailing Asia and South Pacific cruises as longer, port intensive voyages to immersive destinations have been on the rise for this demographic,' a spokesperson said in an email. The cruise line could not share an exact percentage for the increase. Gen Z, Millennials seek value Younger travelers have shown interest in other major players, too. Jan Swartz, EVP of Strategic Operations at Carnival Corp., said demand from those passengers, including Gen Z and Millennials, 'has picked up in recent years.' The company's average guest is 43 years old. 'These younger travelers are attracted to the great value cruises offer compared to land-based vacations,' she said in an email. 'Cruises provide all-inclusive experiences – from fun-filled, action-packed family vacations to relaxing, indulgence-filled getaways – at an outrageous value that resonates well with younger guests looking to make their vacation dollars go further.' The pricing model – which bundles meals, accommodations and entertainment – was part of the draw for Mojica on Virgin, too. She and her boyfriend spent around $1,200 on their five-night cruise. 'And that was really worth it for me because I would have spent so much money on food in a regular place, equivalent to what I ate on that ship,' she said. Even so, she noted that cruises are not always cheap. Younger travelers still building their careers, for instance, may gravitate towards other kinds of vacations where they have more control over individual costs. Swartz noted Carnival Corp.'s variety of brands – including Carnival Cruise Line, Princess Cruises and Seabourn – also 'means we have something for everyone.' For example, on Carnival – known as the 'Fun Ship' with activities ranging from deck parties to Family Feud Live and onboard roller coasters – 50% of guests are Millennials. Norwegian's spokesperson noted that the line has built its offerings with a wide range of travelers in mind. Many of the activities on the new ship, Norwegian Aqua, from its combined water slide and roller coaster to its Aqua Game Zone with both classic arcade and virtual reality offerings, 'are designed for guests across many generations to be able to enjoy together,' the spokesperson said. The cruise line also expanded its solo cabin offerings and added pickleball courts amid its rise in popularity. In addition to social media, Mojica has seen the trend play out in real life and has a friend who regularly takes cruises with lines like Virgin and Royal Caribbean. 'That generation they were appealing to before, obviously they're getting a little older, so (the cruise lines) have to start appealing to a younger audience, and I think they're doing a good job of that.' Nathan Diller is a consumer travel reporter for USA TODAY based in Nashville. You can reach him at ndiller@
USA Today
16-02-2025
- USA Today
'Their very own private oasis': What to know about adults-only spaces on cruise ships
AI-assisted summary Major cruise lines are increasingly offering adults-only spaces and experiences. These spaces can range from dedicated pools and sundecks to specialty restaurants and bars. While some adults-only amenities are included in the cruise fare, others may come at an additional cost. 'Only for Adults' is a six-part series showcasing the best experiences and destinations tailored for adults seeking tranquility, adventure and indulgence. If you'd like to contribute to our future reporting and share your experience as a source, you can click here to fill out this quick form. Spring break is among the busiest times to take a cruise, but Randy Young managed to carve out a relaxing holiday on board Carnival Celebration last March. The 42-year-old New Jersey resident spent sea days in Carnival Cruise Line ship's Serenity Adult-Only Retreat for guests 21 and up, which on Celebration has a dedicated pool, loungers and its own bar. Young largely stayed there from morning until mid-afternoon. '(It was) just this whole different experience than you felt from the rest of the ship walking to that area,' he told USA TODAY. 'You went through all this chaos and kid soup in the main pool, and you walk to the back where it just feels so much more relaxed." Cruises are increasingly popular vacation options, with 37.1 million ocean-going passengers expected to set sail this year, up from an estimated 34.7 in 2024, according to Cruise Lines International Association's most recent State of the Cruise Industry Report. CLIA said one-third of families cruise with at least two generations. Need a break? Play the USA TODAY Daily Crossword Puzzle. But adults-only spaces on cruise ships allow guests to curate a different kind of experience on otherwise family-friendly vessels. Here's what to know. 'E for Everyone' Carnival Cruise Line has built its ships with wide appeal in mind. 'Ultimately, it's about giving our guests more choice and freedom to tailor their cruise experience to their personal preferences,' Glenn Aprile, the line's AVP of brand experience and product development, said in an email. He pointed to Serenity, where guests can catch some sun and enjoy the sea breeze. 'It gives guests the feeling of stepping into their very own private oasis filled with comfortable loungers and hammocks, sweeping ocean views, pools and a dedicated cocktail bar,' he added. Passengers must be at least 18 to visit the Cloud 9 Spa, as well. 'It's all about creating spaces where our guests can experience a little bit of everything, depending on what they're looking for,' Aprile said. 'Adults can find their own pace and still have the option to dive into the Carnival fun when they'd like.' Royal Caribbean similarly strives 'to keep the idea of being 'E for Everyone' in mind,' Jay Schneider, chief product innovation officer at Royal Caribbean Group, said. That includes parents who want some time to themselves or guests traveling without kids. The Solarium, for example, featured on many ships in its fleet, offers lounge space, whirlpools and more. Royal Caribbean takes pains to differentiate those spaces from others on board. 'Even looking at the fine details, our team puts extra thought into the appropriate aesthetics of these spaces, ensuring that the colors and decorations set the tone and feel distinct from our kid-friendly areas,' Schneider said in an email. Icon of the Seas launched last year as a haven for kids, from its multicolored Category 6 water park – billed as the biggest at sea – to a full-size carousel in view of massive flamingo and surfboard statues. But its adults-only Hideaway area – one of eight neighborhoods on board – is more sedate. The space has a muted pink-and-blue color palette with an infinity pool at the vessel's aft and views of its wake. 'We really strive to set the tone right off the gate to help define the space and allow guests to enjoy it to its fullest extent,' Schneider said. Those features extend to their land-based offerings, too. Royal Caribbean opened the adults-only Hideaway Beach last year at its private Bahamas destination, Perfect Day at CocoCay, complete with a private beach and pools, cabanas and live music. Schneider said an adults-only area was the 'number one requested addition' to the island, and has since become one of its top-rated experiences. Carnival's Celebration Key, slated to open this July also in the Bahamas, will feature multiple areas of that kind. The destination's Pearl Cove Beach Club will be for visitors 18 and older, and there will be an adults-only space within Calypso Lagoon with a DJ and swim-up bar. What other cruise lines have adults-only spaces? Norwegian Cruise Line: Norwegian's Vibe Beach Club and Spice H20 Lounge, available on select ships, are reserved for adult guests. Passengers also have to be at least 16 to use the sun deck in The Haven – the line's luxe ship-within-a-ship concept – and the fitness center. Norwegian's Vibe Beach Club and Spice H20 Lounge, available on select ships, are reserved for adult guests. Passengers also have to be at least 16 to use the sun deck in The Haven – the line's luxe ship-within-a-ship concept – and the fitness center. Disney Cruise Line: Disney ships all have an adult-only pool and cafe, at least one restaurant for guests over 18 – such as Palo Steakhouse and Enchanté by Chef Arnaud Lallement on its Wish class – and exclusive lounges. Most of the lounges are open to all guests during the day before adult programming begins at 9 p.m. Senses Spa and the fitness center are also reserved for guests 18 and up, along with the Serenity Bay area at its Disney Castaway Cay and Disney Lookout Cay at Lighthouse Point destinations in the Bahamas. Disney ships all have an adult-only pool and cafe, at least one restaurant for guests over 18 – such as Palo Steakhouse and Enchanté by Chef Arnaud Lallement on its Wish class – and exclusive lounges. Most of the lounges are open to all guests during the day before adult programming begins at 9 p.m. Senses Spa and the fitness center are also reserved for guests 18 and up, along with the Serenity Bay area at its Disney Castaway Cay and Disney Lookout Cay at Lighthouse Point destinations in the Bahamas. MSC Cruises: MSC's adult-only spaces include a dedicated pool and surrounding deck areas on its World, Meraviglia, Seaside and Fantasia Class ships, and the Aurea Spa thermal areas. MSC World America, the line's new ship launching in April, will also feature the 18-and-up venue The Loft. The space will host comedy, dueling pianos and karaoke. What is the best cruise for adults?:What to know about 18+ sailings Do adults-only spaces on cruises cost extra? Sometimes. Entry to Carnival's Serenity is included in the fare, for example, while Norwegian's Vibe Beach Club costs between $149 and $329 per person for the duration of a sailing, depending on the ship and length of the cruise. Other spaces that come at an extra charge include Carnival's Pearl Cove Beach Club; Royal Caribbean's Hideaway Beach; MSC's Aurea Spa thermal areas (though they are included for MSC Yacht Club and Aurea Suite guests); and Disney's adult-only restaurants if guests forgo rotational dining. Guests should check with their cruise line to determine potential added costs. How to take a kid-free cruise Big, mainstream ships are typically geared towards families – including multigenerational groups – so avoiding kids entirely is tough. But in addition to adults-only onboard spaces, select programming may be 18+ or naturally lend itself to grown-ups according to RacQuelle Major-Holland, owner of Major Adventures Travel Agency. Those include late-night comedy shows, wine tastings or mixology classes. 'There's always going to be plenty to do for adults,' she said. 'But obviously, on those cruise lines like Carnival and Royal Caribbean that attract more families, you're going to probably see the family activities highlighted more than the adults.' In Major-Holland's view, however,18+ spaces on those ships are 'limited.' Cruising at times when kids are in school may mean fewer youngsters, but travelers looking for a child-free holiday may be better off booking with an adults-only company like Virgin Voyages. Young, who is a marketing manager for a software company and runs a blog about cruises, enjoys the amenities on larger ships – but also wants to chill out. 'I don't have kids, so I like a little peace and quiet. But also, I love the ropes course on the (Carnival) Celebration,' he said. 'We ziplined over the side of the ship.' Other times, areas like Serenity gave him the escape he was looking for. 'There were at least 1,000 kids on the ship, if not more, and it didn't feel like it because I purposely avoided where the kids were going to be because that's not what I want to do.' Nathan Diller is a consumer travel reporter for USA TODAY based in Nashville. You can reach him at ndiller@
