If you’ve been paying even half-attention to the cruise industry lately, you’ll have noticed something: it’s not quietly bobbing along anymore, it’s surging ahead, and in rather interesting directions.

This summer, the changes are more visible than ever. Ships are getting smarter, passengers more diverse, and itineraries more interesting. We spoke to cruise insiders, line reps and a few veteran travellers to get a feel for what’s really shifting on the water.

Here are five trends that are genuinely shaking things up — and making this summer’s cruises feel like a very different kind of holiday.

1. Cruises are getting younger (and a lot funnier)

Cruises have stopped trying to look cool — and that’s exactly what’s made them more appealing to a younger, culturally plugged-in crowd. Virgin Voyages has done away with traditional formalwear, replacing the captain’s gala with pop-up drag brunches, onboard vinyl shops and even a tattoo parlour. 

In fact Cruise bookings among under-45s have jumped significantly since 2022. According to CLIA (Cruise Lines International Association), Millennials and Gen X now make up nearly 40% of the global cruise market. That’s not a blip, it’s a pivot.

But it’s not just Virgin. Princess’s new Sun Princess has brought in more open-plan lounging and food-hall dining, while Norwegian, P&O and MSC are embracing a festival atmosphere with flexible shows, late-night deck parties, and crowd-pleasing comedy acts.

The vibe shift is real and it’s drawing in first-timers who wouldn’t have touched a cruise with a ten-foot martini stirrer five years ago.

2. Smaller ships are getting big attention

Not everything at sea needs to be supersized. While mega-ships like Icon of the Seas  certainly grab headlines, there’s a quiet counter-trend gaining real momentum — the return of the refined, human-scale ship.

HX, Fred. Olsen and Azamara are leaning into this, offering itineraries that slip into ports the floating resorts physically can’t reach. Saga’s all-balcony fleet feels more like boutique hotels than cruise ships, and new entrants like Explora Journeys are doubling down on spacious, yacht-style travel.

Meanwhile, ultra-luxury lines like Silversea and Seabourn are leaning into boutique exploration, with newer vessels like Silver Nova prioritising open-air space, local ingredients, and sustainability-first tech. Less mass-market, more masterfully curated.

It’s less about rock walls and laser tag, more about rhythm: shorter queues, slower travel, and a stronger sense of place.

3. Cruises are now planned around passions

Once upon a time, you booked a cruise for the weather. Now, travellers are choosing itineraries that connect with their personal passions — from opera in the Mediterranean to whisky trails in Scotland.

Lines like Cunard are embracing this with themed voyages (think literature festivals at sea), Celebrity Cruises has launched its new ‘Journey WonderFULL’ programming, matching itineraries with passion points, while Avalon Waterways continues to build its Active & Discovery line — offering everything from wine tastings in Burgundy to guided e-biking in Austria.

It’s less about ticking off ports, more about coming home with a story (or at least a new hobby). The result? A cruise that feels less generic, and more like it was made for you. It’s not about ticking off ports. It’s about digging into what you love and having the infrastructure to do it well.

4. Wellness has moved from the basement to the spotlight

No longer confined to a facial and a half-hearted yoga class, wellness at sea has taken on a life of its own. Viking’s Scandi-style thermal suite (including a snow grotto, naturally) set a high bar, and others are following suit.

Celebrity’s Edge-class ships feature AquaClass staterooms with spa access and sleep-optimised bedding. Meanwhile, Explora Journeys is building its “Ocean Wellness” experience around breathwork, sleep rituals and tailored nutrition. MSC’s World Europa features hydrotherapy circuits, Himalayan salt rooms and a snow room. 

Even shore excursions are changing, with mindfulness walks, forest bathing and wild swimming starting to replace the coach-and-audio-guide routine. And new-to-cruise travellers are responding: demand for solo spa passes and “wellness shore excursions” is rising, according to cruise agents we’ve spoken with.

It’s a far cry from the tired treadmills of old. Think less ‘treat yourself’ and more ‘rebalance your circadian rhythm’.

5. No-fly cruising is having a (very sensible) moment

Post-pandemic, with airports still struggling to recapture their pre-2019 grace (did they ever have it?), no-fly cruises have quietly become one of the most attractive options on the table — particularly for UK travellers.

P&O, Cunard, and Fred. Olsen have all increased sailings from Southampton and regional ports like Liverpool and Tilbury. Even Hurtigruten’s expedition line now offers rail-and-sail options through Europe to reduce reliance on air travel. In fact CLIA reports that 15% of cruise passengers departing from the UK in 2024 chose an entirely flight-free itinerary, a figure that’s expected to rise again this year.

It’s more sustainable, often more affordable, and undeniably more relaxing. After all, nothing sets the tone for a holiday like avoiding the phrase “liquids in a plastic bag.”

Final thoughts

This summer’s cruise trends point to a travel format that’s increasingly self-aware and better for it. Cruises have become smarter, more inclusive, and more finely tuned to what modern travellers actually want. So if you haven’t looked at cruising lately (or if you’re still clinging to that image of buffets and bingo) this summer might just change your mind.

Cruising has evolved. Not loudly, not obnoxiously. But cleverly. And a bit beautifully, too.