Surging global demand for luxury travel is redefining the high-end cruise market, setting the tone for the final week of this year’s Cruise Month, a Cruise Lines International Association (CLIA) initiative.
The association reported that the global luxury cruise fleet has more than tripled in size since 2010, with further growth expected in the coming years.
CLIA Managing Director in Australasia Joel Katz, said the industry’s evolution reflected a wider shift in traveller preferences. “The number of people choosing luxury cruise lines is forecast to grow more than 20% over the next three years as new and more spectacular ships join the world fleet,” he said.
“Our surveys of travel agents have found that premium and luxury cruise holidays are showing the greatest growth right now, which means travellers are putting more and more importance on high-end experiences when they take a holiday.”
Throughout the week, CLIA will spotlight luxury cruising through social media campaigns, digital advertising, educational programs and marketing initiatives as part of its wider #LoveCruise theme. So far, the 2025 campaign has showcased ocean, river and expedition cruising, with all four instalments reflecting the diversity and innovation that are redefining the modern cruise experience.
Cruise Month also underscores the value of booking through cruise specialist travel advisors, with CLIA encouraging consumers to connect with certified CLIA members for expert advice and exclusive offers.
Among this year’s highlights are special cruise-themed travel sections, an expanded webinar program for CLIA travel agents and new Spotlight Sessions – video resources designed to boost agents’ knowledge and sales skills.
Members are also receiving weekly Cruise Month specials via email, offering fresh opportunities to engage clients and promote the latest itineraries.
To support the campaign, CLIA has released a comprehensive Cruise Month Toolkit, available through the CLIA Members Hub. The toolkit includes downloadable marketing assets such as logos, social media tiles, digital banners, posters and customisable flyers.
