Wider Age Range, Demand for Comfort, & New Destinations Lead Expedition Cruise Trends

Expedition cruising is hot. Already on an upward trajectory before the COVID-19 pandemic, its popularity has exploded over the past four years. With such fast growth, we wondered how the niche cruise segment has changed and what trends are driving its growth and evolution.

TMR reached out to several advisors who specialize in expedition cruising, as well as two expedition operators to find out what they’re seeing.

“A lot more people are asking for expedition than ever before,” Jay Paul, ECC, CATA, owner of a Cruise Planners franchise, said.

Why is that, we asked the advisors we spoke to. What accounts for the surge in interest?

“Expedition fits into the change in priorities,” said Kyle Stewart, director of Scott & Thomas Travel Personalized. People no longer want to wait for “those thing” they’ve always wanted to do.

Claire Maguire, another Cruise Planners franchise owner, agreed, adding that people are also getting more adventurous.

(You can also check out TMR’s 2024 Outlook on Expedition Cruising for more insights.)

Who is today’s expedition cruiser?

Expedition cruisers today are younger than they used to be.

“They are getting younger,” Stewart said. The average age, he told us, on the first Antarctica group he put together post-COVID-19 was just 39 years old. “Young people really want to see those destinations,” he added, referring in particular to Antarctica and the Arctic.

“Our audience is getting younger,” Francesco Galli Zugaro, CEO and founder of Aqua Expeditions, told TMR. “Our demographic begins at 40.”

It’s not only the younger travelers that are gravitating towards expeditions. As more travelers are staying fit and active longer, some advisors are seeing older clients take on expedition cruising.

“I’m actually seeing older clients being more interested in expeditions,” Maguire said. In the past, she said, she rarely saw clients older than those in their 60s. “Now, I have 70s and 80s doing expeditions… they’ve been everywhere, done that, and now they’re getting to the end of their travel days and they’re just like, let’s do this last big thing.”

Advisors are also seeing more families opting for expedition.

“The demand for multigenerational travel is another trend that has positively impacted us as guests value the family atmosphere aboard our vessels and our diverse offering of shore excursions and onboard activities that cater to all ages,” said Aqua Expeditions’ Galli Zugaro.

“There are families out there that are trying to do something that is not a multi-colored waterslide experience,” Stewart said.

Another traveler segment Maguire said she’s seeing more and more of are solo travelers, particularly solo women.

“Solo ladies are really starting to do a lot more adventure travel. I’m getting a lot of solos, anywhere from 40s to 70s,” she said. “They don’t want to sit around waiting for someone to go with.”

One thing that hasn’t changed is the sense of adventure that most expedition cruisers have.

“A focus on the adventurous spirit has always been a strong thread in expedition cruising,” said Catherine Lawton, director of product development for Quark Expeditions. “In our view, an expedition cruiser is one who embodies the spirit of adventure and a desire for immersion through experiential opportunities and educational fulfillment.”

In other words, “These are explorers… people who want to be inspired,” Stewart said.

Expedition cruisers expect comfort

The days when expedition cruising meant roughing it are over. Today’s expedition cruiser has high expectations.

“Initially an industry supported and largely dependent on scientific research vessels repurposed for passenger use, the shift and change specifically over the last decade has seen the transition and upgrade to custom built ice class vessels [for polar cruising] engineered for safety and comfort as well as modern day amenities not previously experienced,” said Quark’s Lawton.

“They still want to be comfortable,” Stewart explained “If I’m going to spend money, yes, I definitely want to hike through a jungle… but at the same time at the end of the day, I still want to go to the spa. I still want to have amazing food because I’m paying a lot of money.”

At the same time Stewart told TMR he believes there’s still room within the expedition cruise market for a new entrant that’s more moderately priced.

“Everyone has attached a certain value or price point to Antarctica, and everybody gravitates towards that and wants to build towards being a service line that can charge the $9,000 to $15,000 per person kind of rates. But there’s probably other opportunities lower than that,” he said.

Whether or not that will be possible is still to be seen, as Quark’s Lawton pointed out there is a lot of costly technology and safety standards cruise operators must adhere to.

“To deliver an exceptional guest experience, this requires best in class hardware (ship, helicopter, zodiacs, adventurous activity gear) and exceptionally trained and long-time industry experienced expedition leaders and guides,” she said.

Polar cruising still dominant

Antarctica and the Arctic still dominate most expedition cruise requests.

“Everybody wants to go to Antarctica,” Paul said, adding that the growing number of fly/cruise and fly/fly options is making the Continent more accessible to younger professionals who have money, but less time.

On the flip side of the planet, what destinations the Arctic encompasses is widening, with Greenland quickly becoming one of the most popular expedition cruise locations. The Northwest Passage through Canada’s Arctic territories is also growing in popularity with more cruise lines offering journeys through the passage.

“That’s going to be the next trend,” Maguire said. “The likelihood of seeing polar bears is higher than a lot of places and a lot of people are interested in seeing the polar bears.”

What expedition cruise destinations (outside of the Poles) are trending?

Outside of the Poles, the Galapagos continues to be a perennial expedition hotspot. But because capacity in the Galapagos is controlled, expedition cruise lines must look elsewhere for growth. At the same time, expedition cruisers continue to look for the next, off-the-beaten path destination to explore.

“People have been everywhere. They’re saying, where can I go?” Paul said.  

“What is that place that is hard to get to but is easier with a cruise and really captures that discovery,” Stewart added.

One of the most buzzed about destinations for the past year or so has been the Kimberleys in Australia.

“A lot more people are asking about the Kimberleys,” Paul told TMR. “Most people never even heard of the Kimberleys and now I’m getting requests for it.”

Another destination that expedition cruise lines are starting to explore is the East Coast of Africa, with both Swan Hellenic and Aqua Expeditions offering sailings in the region in 2025. (Swan Hellenic also offer a southwestern Africa itinerary.)

“We have seen a surge in the appeal of remote, off-the-beaten path destinations, especially those in which travelers can connect with nature and the outdoors,” said Galli Zugaro. “With that in mind, we believe Africa to be the next trending destination…”

Closer to home for North American travelers, expedition cruising has also expanded into the Great Lakes with Viking and PONANT offering expedition-style sailings here.