Agents are being urged to put expedition cruising in front of their younger clients, as one cruise line reports record demand for its product and a ‘strong skew to a younger audience’.
Swan Hellenic says in Jul its revenue was up a record-breaking 170%, while total year-to-date growth was at 268% globally, which chief commercial officer Mario Bounas attributes in part to multi-generation groups and younger cruisers.
The average age of a Swan Hellenic guest is now 43.
“For the travel trade, it’s important to break free from the idea that expedition travel is a bucket list item to be ticked off in your twilight years, the market is there, and they are ready to invest in life-changing experiences,” he says. “We are seeing triple digit growth for multigenerational travel, and a strong skew to a younger audience.”
. . . Wider Trend
Skift Research’s The State of Travel 2026 report also found that the market is getting younger, with roughly one in three cruisers now under the age of 40. And on the rise of multi-generation cruising, it found that 93% of Gen Z and Millennial parents say travel is important for their children. There’s also data showing that overall demand for expedition cruises is expected to continue to rise, with Virtuoso’s 2027 Luxe Report: Australia & New Zealand placing expedition cruising in second spot for the biggest travel trends in 2027, behind multi-generational travel.
Swan Hellenic sales director ANZ Kirsty Fruin, says there’s an opportunity for agents to widen who they consider for expedition travel itineraries so they aren’t leaving commission on the table.
“Growth is no longer limited to retirees: solo travellers, young couples and multigenerational groups increasingly fit the brief, even when they haven’t asked for an expedition cruise by name,” she says.
“The market is there, it’s about matching the right client to the right cruise product, and once you make that match, your clients will remain loyal to both you as the agent, and your expedition operator, because they’ve had a life-changing experience.”
See more on Swan Hellenic HERE.
