Younger, more affluent travellers are increasingly driving demand for high-end cruise experiences once seen as the domain of retirees, according to Savenio Founder David Brandon.

Sharing his insights at this week’s Savenio Symposium at the InterContinental Hayman Great Barrier Reef Resort, Brandon confirmed that the cruise market is undergoing a dramatic shift.

“Years ago, it was just our oldest group – 70-plus – who wanted to cruise,” he told LATTE. “Now, you can see the demographic coming down, especially at the high end. It’s really down to 45.”

That generational change is reshaping not only who is cruising, but what kinds of cruise products are gaining traction. Brandon pointed to the launch of luxury cruise ventures like Explora Journeys, Four Seasons Yachts, Aman at Sea and the Ritz-Carlton Yacht Collection as both signs, and drivers, of the market’s transformation.

The appeal of these lines goes far beyond the destination. For younger travellers, the experience, all the way from their design to the level of onboard service, is what sets them apart. “It’s a vibe,” he explained. “And the accommodation’s stunning.”

With all-inclusive luxury pricing, Brandon revealed that many travellers are finding that cruises now represent strong value, especially when compared with soaring hotel prices. Throw in meals, transfers and excursions, and costs can quickly add up.

Cruise, by contrast, can bypass this issue. “The meals and your drinks are included,” Brandon added. “So it’s a great way to travel, and I think that will further expand into the future.”

With so many new ships entering the market, the question of whether there is adequate demand to sustain the increase naturally arises. But according to Brandon, the appetite is there.

Destinations are also shifting, with smaller luxury cruise lines able to access to previously hard-to-reach regions. “At the moment, it’s Antarctica,” Brandon said when asked about the most in-demand destinations. “With the new expedition ships coming in – Seabourn have got two purpose-built ships – it’s getting into those areas now, in luxury.”

Other emerging regions include the Red Sea, where Explora Journeys plans to operate two ships. “It’s a lovely area,” he noted. “Different, you know, to other parts of the world.”

As the cruise industry evolves, so too does the role of the travel advisor — helping clients navigate a growing and increasingly complex set of offerings tailored to the modern luxury traveller. But the potential, according to Brandon, is immense.

“There’s lots of interest,” he concluded. “And it’s only going to grow.”

Main image credit: Ritz-Carlton Yacht Collection