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Holidays are no longer simply a break from routine. Across the UK, travellers are increasingly prioritising experiences that restore balance, support mental wellbeing and create meaningful memories - not just new places on a map.
This shift is evident in cruising. Our latest national survey of 525 experienced cruisers has revealed how priorities are changing and how the modern cruise market is evolving to meet these expectations.
Cruising has been found to be dominated by long-term, repeat passengers rather than first-time holidaymakers. Over 70% of respondents have been cruising for more than seven years, with 40% boasting over fifteen years of experience - the single largest group surveyed.
By comparison, just 10% fall into the one to three-year bracket, showing that today’s cruise market is driven by informed, loyal travellers who are confident in comparing cruise lines, ships and onboard offerings.
Cruising also continues to appeal strongly to families and multi-generational groups. Around 17% of respondents cruise regularly with family, while just over 10% take multi-generational holidays. Modern ships, with their wide range of dining, entertainment and activity options, make cruising uniquely suited to groups seeking both togetherness and independence - a balance that few other holidays can offer.
When asked what matters most during a cruise, dining and restaurants emerged as the single most important factor, selected by nearly three-quarters of passengers, followed closely by entertainment (70.3%) and high-quality accommodation (56.8%).
While onshore excursions (42% ), drinks packages (28% ) and daily onboard activities (28% ) remain important, they’re increasingly seen as complementary to the core onboard experiences that shape overall satisfaction.
This shows a broader shift in travel behaviour. For seasoned cruisers, the quality of life onboard - how they eat, relax, socialise and unwind – is just as important as the destinations visited. Equally, exceptional dining, engaging entertainment and comfortable surroundings directly shape how restorative and enjoyable a cruise feels.
One of the clearest findings from our survey is that value for money is now non-negotiable, as every respondent agreed that securing the best deal when booking a cruise is important. Value is no longer a perk - it’s expected, reinforcing the idea that decision making revolves around the quality and variety of onboard experiences rather than price alone.
Environmental responsibility is also playing a growing role in booking decisions. More than 60% of respondents said they are more likely to choose cruise lines that are actively improving their sustainability practices. While 38% reported that environmental factors do not influence their decisions, the overall trend shows a rising expectation that holidays should feel responsible as well as enjoyable.
Experienced cruisers also shared how they have seen the industry change over time, with many noting that the sheer choice and scale of onboard facilities have increased significantly.
Nearly one in five passengers highlighted that the biggest change is the growth in options, from restaurants and entertainment to daily activities. Others noted that ships are now larger and feel busier, with 17% referencing higher passenger numbers onboard.
Despite this, perceptions of quality have improved overall. Around 16% praised the move towards more modern, better-equipped ships, while some (12% ) acknowledged increased commercialisation and additional onboard costs.
To understand the deeper psychological impact of taking holidays, we spoke to psychotherapist and author Eloise Skinner, who explains why meaningful breaks are essential for long-term wellbeing.
She explains: “Many people underestimate the psychological toll of not taking proper breaks. Extended periods without meaningful rest push the nervous system into chronic stress mode. This is linked to burnout, poor sleep, lowered immunity and reduced emotional resilience.
“Many people believe stress is something to push through, but without genuine breaks, the body never gets the chance to recover. Travel interrupts those stress patterns by changing our environment and routine, allowing the brain to switch off from work and daily pressures properly.”
Historically, our data shows that January is one of the busiest months for cruise bookings and Eloise says this month is one of the most critical times of year to take a break, with many people left physically and emotionally drained after the festive period.
“Disrupted sleep, richer food, alcohol and social pressure can leave people exhausted,” she says. “Cold weather and short daylight hours also contribute to low mood and reduced energy.
“A change of scenery, particularly somewhere brighter or more active, can help reset sleep patterns, increase exposure to natural light and provide relief from post-Christmas fatigue and the winter blues.”
When people don’t rest, stress hormones like cortisol remain elevated. Over time, this contributes to chronic fatigue, anxiety, irritability and difficulty concentrating. Being in a new environment disrupts habitual thought patterns, creates psychological distance from everyday pressures and allows people to gain perspective. Many return feeling clearer, calmer and more capable of setting realistic goals.
Beyond immediate relaxation, travel can also support long-term wellbeing. New experiences stimulate areas of the brain linked to dopamine and present-moment awareness. Over time, this can increase flexibility, confidence and emotional resilience. Travel also encourages physical movement, social connection and curiosity, all factors associated with healthy ageing and sustained mental wellbeing.
Travel can be a powerful way to reset our mindset and motivation. It reintroduces a sense of novelty and curiosity, which are closely linked to motivation and creativity. Experiencing new places, cultures, or even simple changes in daily rhythm can help people reconnect with what energises them, rather than what they feel they should be doing.
Looking ahead, the data suggests that holidays will be defined less by destinations alone and more by how they make people feel. Travel is increasingly viewed as a form of self-care, with modern travellers deliberately choosing experiences that support mental wellbeing, connection and balance rather than simply offering time away from home.
We predict that experience-led travel will continue to dominate the next phase of cruising. Onboard environments will play a central role, with passengers placing greater emphasis on high-quality dining, immersive entertainment and wellness-focused spaces that allow them to truly switch off. For many, the ship itself will become the destination.
Family and multi-generational cruising is also set to remain a major growth area. Cruises offer a rare combination of shared experiences and personal freedom, allowing different generations to relax, explore and reconnect in ways that suit their individual needs.
Ultimately, the most successful holidays of the future will combine value, variety and wellbeing. Travel is no longer just an escape from everyday life; it is a meaningful investment in mental health, emotional resilience and long-term fulfilment.
Whether you’re seeking world class dining, immersive entertainment or a truly relaxing escape, explore our handpicked cruise deals that offer outstanding value and exceptional onboard experiences.
Methodology
Cruise118.com commissioned an internal survey of its customer base to better understand the motivations behind cruise travel. The survey included 525 respondents and aimed to explore cruising habits, priorities and key factors influencing booking decisions.
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