Cruise travellers are most tempted by new ships that offer enhanced cabins, larger public areas and original entertainment options, according to findings released by cruise.co.uk.
*All details correct at time of publish (11 August 2025)
The online cruise specialist surveyed 1,200 customers to find out what makes them want to sail on the latest ships.
Top of the list was upgraded accommodation, chosen by 28% of respondents, followed by more space and expanded public areas (25%), and refreshed entertainment and shows (16%).
Flashier features such as waterparks and ‘bragging rights’ had less pull and were selected by just 10% and 2% respectively.
Nearly 40 ocean and river cruise ships are setting sail for the first time this year, including Royal Caribbean International’s Star of the Seas, Virgin Voyages’ Brilliant Lady, MSC World America, Princess Cruises’ Star Princess and Disney Destiny.
When it comes to brand loyalty, only 15% said they would stick to their favourite cruise line when trying out the latest ships.
Most respondents – 85% – said they’re happy to explore different cruise lines if it means experiencing something new.
The survey also revealed that most travellers aren’t swayed purely by the novelty factor. Just 10% said they were more likely to book a cruise simply because a ship is new, with the majority either indifferent (75%) or preferring more established options (16%).
Tony Andrews, Managing Director of cruise.co.uk, said: “It’s clear that travellers are drawn to the added comfort and upgraded experiences that newer ships can bring.
“Extra space, enhanced cabins and improved facilities evidently make a difference when passengers are planning a holiday at sea.
“And loyalty to cruise lines doesn’t necessarily dictate where customers will book. People want the best value and experience for their money, and they’re open to shopping around to get it.”
For more information, visit www.cruise.co.uk or call 0870 990 8824.
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