Just about every cruise segment this year is outperforming 2024 numbers, according to Signature Travel Network. At its recent Owners’ Meeting, newly minted president Karryn Christopher shared that the network is up 8% in same-store sales versus the same time last year.

Diving into those numbers, however, reveals that numbers are up nearly across the board. When looking at 2025 year-to-date sales (through July), deluxe and river cruises led the way with a 22% and 19% improvement, respectively, over 2024’s sales. Christopher also shared that river cruises within the U.S. are actually 28% up over 2024—higher than any other segment.

Luxury cruises (11%), expedition cruises (6%) and premium cruises (2%) were all up, as well. The only segment with lower sales versus 2024 is contemporary cruises (-2%). Overall, cruise sales mimics the network’s total sales, surpassing 2024’s numbers by 8.1%.

Things are looking even better for 2026, where expedition (28%), river (19%), premium (15%), luxury (14%) and deluxe (8%) are all outpacing 2025’s sales totals. Again, contemporary cruises is the only segment trailing (-10%).

Alex Sharpe, CEO of Signature Travel Network, isn’t worried, however. He explained the contemporary lines typically perform better with direct sales and have shifted their focus in recent years to shorter itineraries—targeting travellers with less time off. These types of sailings, Sharpe said, are less crucial for advisors and those travellers who book through one might still finalize their travel plans closer to the sailing date.