Virtuoso: Luxury Cruise Travel Up 15 Percent in 2024

The cruise sector is driving up sales for Virtuoso’s travel advisors in 2024. Reporting record-breaking numbers this year, the network’s members are witnessing a significant increase in the volume of cruise sales, according to Misty Belles, Virtuoso’s vice president of global public relations.

While general sales are up 14 percent compared to 2023, cruise sales have increased by 18 percent during the same timeframe.

[For a complete overview of the market, see the 2024 Luxury Market Report by Cruise Industry News.]

Different segments of the luxury cruise market are experiencing growth, Belles added, with yacht cruising up 52 percent compared to the previous year.

Expedition cruising sales, a top type of ultra-luxury travel for Virtuoso’s advisors, have increased by 19 percent in 2024, Belles said during the 2024 Virtuoso Travel Week.

River cruising has also shown significant growth with a 29 percent increase in sales compared to 2023, while ocean cruising sales grew by 15 percent.

Roland Howlett, director at Frontier Travel, a luxury travel agency based in Australia, highlighted the demand for expedition cruises and trips to Antarctica.

He noted that these two types of sailings align with general luxury travel trends, allowing guests to “explore the alternative” and move at a slower and more sustainable pace, while engaging with communities.

“In Antarctica, there aren’t really many other ways to get there, so it has been big for us,” Howlett explained.

“People who have been to Antarctica once and enjoyed the experience of expedition cruising works end up going back and sailing in other regions,” he continued.

A similar pattern is observed in Australia’s Kimberley region, where cruise ships are considered one of the best ways to travel, Howlett added.

“Passengers often end up visiting other destinations later, such as East Indonesia, Borneo, and Papua New Guinea,” he said.

Fernando Gonzalez, CEO of F1rst in Service, an upscale travel company with operations in six different countries, stated that cruises are experiencing a boom after the pandemic.

“We sold virtually no cruises prior to the pandemic and that is an area that has now been the fastest growing across all our markets,” he added.

Mexico, Spain, and Canada are particularly strong markets, he mentioned, with cruises appealing to travelers who are looking to travel with friends and larger groups.

“It lends for a wonderful experience where guests can be closer and have better exchanges with multi-gen families or friends,” Gonzalez added.

Another advantage of cruising is that it allows travelers to “squeeze” in more destinations in a shorter space of time.