‘KIDFLUENCING’, solos, and first-timers are set to drive the next wave of growth in cruising this year, according to industry leaders, with many of these segments coming from outside traditional demographic boxes.
Single travellers are becoming a core cruise customer, as opposed to the fringe demographic they have been in the past, respected travel industry leaders told CW regarding the direction of the sector in 2026.
“[This year] will see the rise of ‘going it alone’ to a point where solos are becoming a core customer,” Cruiseabout general manager Brad Kennedy told CW.
Ships which prioritise solo travellers also support modern family and multigenerational travel, with many members of this core cruise demographic often travelling on their own as part of a family group.
“Expect a surge in solo travellers, many of whom will be new to cruising, alongside multigenerational groups seeking meaningful connections,” Kara Glamore, former Carnival Cruise Line vice president told CW.
First-time cruisers, on the other hand, are value-driven and experience-led – especially younger members of this cohort.
“[This year] is shaping up to be a strong year for first-time cruisers,” Travel Associates general manager Rachel Kingswell explained to CW.
“New ships, new brands and more flexible pricing are opening cruising up to a wider audience – especially younger travellers and families — who want value, ease, and something that feels genuinely exciting.”
Children are also shifting decision-making power within family groups, with new MSC Cruises commercial director Katrina McAlpine discussing the rise of ‘kidfluencing’.
“Research shows more than 80% of parents say their children actively help choose and plan their trips,” she explained to CW.
‘Kidfluencing’ is emerging as a powerful driver of travel decisions in 2026 [and] family programming sits at the heart of our onboard experience,” she added.
This influx of new-to-cruise passengers means matching the right traveller to the right ship has never been more complex and important, Helloworld GM cruise Steve Brady told CW.
“Getting the right customer onto the right ship remains critical, and is something AI cannot do,” he said.
“Agent expertise has never been more valuable as customers want clarity and reassurance.” MS
