This article originally appeared in the October issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
Luxury
cruising is evolving well beyond tuxedoed dinners and poolside Champagne. Instead, today’s travelers want to sip their bubbly
beside glaciers, kayak among penguins and come home with tales few others can
tell.
According to the
2025 State of the Cruise Industry Report from Cruise Lines International Association (CLIA), the expedition cruise sector
is booming, with capacity expected to climb 150% between 2019 and 2029. In
fact, passenger numbers rose 22% from 2023 to 2024 alone.
This surge
comes as the broader luxury cruise market also expands rapidly. Fifteen years
ago, just 28 ships catered to high-end travelers. By 2024, that number had more
than tripled to 97. And looking ahead, CLIA projects that 1.5 million travelers
will choose a luxury cruise by 2028.
For travel
advisors, this growth represents enormous potential, with several noting that clients
are increasingly drawn to immersive journeys that balance indulgence with
discovery.
“I think
luxury is really about the overall experience and not feeling like you’re being
nickel-and-dimed,” said Robyn Jacobs, owner of Orca Travel in Dallas. “The
quality of service and amenities is what truly sets it apart, and clients are
willing to pay for that difference.”
Jacobs has also
noticed a clear shift in priorities.
“My clients
are craving deeper, more meaningful travel experiences and want to come home
with stories, not just souvenirs,” she said, pointing out that demand is
spanning generations — from retirees chasing remote bucket-list locales to
younger travelers eager for Instagram-worthy adventures.
Cruise guest taking the Polar Plunge in Antarctica's Orne Harbor. (Photo Credit: Silversea)
Cate Caruso,
founder and CEO of True Places Travels in Vancouver, Washington, sees the same
hunger for exploration.
“Travelers
are trading Champagne on the pool deck for Champagne at the edge of a glacier,”
she said.
While
Antarctica remains the dream expedition cruise destination, she notes strong
interest in the Arctic, the Galapagos Islands, the Amazon and Australia’s
Kimberley Coast — places that deliver unforgettable encounters and a sense of
exclusivity.
Advisors also
report a growing appetite for hands-on activities that bring travelers closer
to nature. Kayaking, guided hikes and Zodiac landings
remain staples, while new options are surprising even the pros.
“My clients
are drawn to Antarctica for the penguins, the kayaking and, of course, for the
opportunity to leave planet Earth without leaving planet Earth,” said Jeremy
Hall, vice president of sales and operations[2] [LB3] for Cruise
Vacations International in Ocean
View, Delaware. “And more
recently, I have had clients rave about snorkeling in Antarctica.”
As demand
accelerates, cruise lines are responding with innovation and variety. Advisors
cite Silversea, Seabourn, Ponant and National Geographic-Lindblad Expeditions as consistent leaders in the space, with rising stars such
as Swan Hellenic, Atlas Ocean Voyages and Aurora Expeditions earning loyal
followings.
Looking
ahead, these advisors agree that travelers will expect heightened
personalization, stronger sustainability commitments and richer educational
programming.
As Caruso puts it: “The future of luxury adventure cruising isn’t just about seeing
rare places; it’s about connecting with them in meaningful ways.”
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