TravTalk India Online Magazine
Cruise lines are realising that the future is the younger generation. Millennials and Gen Z – and even Gen Alpha – are becoming consumer targets for the cruise industry. Will the industry be able to enthuse them enough to start planning a cruise holiday soon?
Hazel Jain
Today’s young travellers, especially millennials and Gen Z, are well-informed, aware and value experiences that match their mindset, says Varun Chadha, CEO, Tirun Travel Marketing. “We are focused on ensuring they have access to the kind of experiences they are truly seeking — from high-energy adventures and culturally immersive experiences to luxury escapes and expeditions to the world’s most remote destinations. Our strategy is digital-first and insight-led, targeting audiences through social media with content that speaks directly to their interests. We stay relevant by listening closely. We track audience behaviour, gather information through our travel partner network, website, and customer feedback through the booking process, and shape offerings around what today’s travellers actually seek.”
A great example of this is Tirun’s upcoming Diwali sailing aboard Ovation of the Seas, Royal Caribbean, on 27 October 2025, where it has curated a ‘Glo-cal’ celebration that features a performance by Hari and Sukhmani — whose blend of contemporary and folk music resonates with Gen Z and millennial audiences. This is paired with an Indian street food party and garba night. With the launch of a new ship every year, like Star of the Seas and Celebrity Xcel launching later this year, travellers always have something new to look forward to.
Cruises: Immersive experiences
Isha Goyal, Executive Director & CEO, STIC Travel Group, believes that there is a cruise for every kind of traveller. “In India, we have seen a marked shift; younger travellers are no longer viewing cruises as passive holidays, but rather as immersive, high-impact experiences that offer the best of both worlds — adventure and comfort,” she says.
STIC has seen a “noticeable rise” in demand for small ship luxury and expedition cruising. “We are spotlighting experiences that resonate with this audience — polar expeditions, island-hopping in Greece, snorkelling in the Seychelles, and other itineraries that deliver not just a holiday, but a story. This generation does not see a cruise ship as the destination, but a gateway. A catalyst for reaching places that are otherwise hard to access, for having authentic, nature-led moments, and for creating unique memories,” says Goyal. “Like the audience we are trying to engage, the strategy has to be dynamic and constantly evolving. We are trying to stay adaptable across the entire journey. It’s not about one big idea — it’s about being present and relevant at every touchpoint, whether that is through the way we present itineraries, how we empower our partners, or how we frame the cruise experience itself.”
Cruise lines
Most of the cruise lines that Cruise Professionals represents have enhanced their onboard offerings to excite Gen Z and millennials. Nishith Saxena, Founder & Director, Cruise Professionals, says, “Almost all our ships have multi-generational families vacationing where you have Gen X, millennials and Gen Z all travelling together for family reunions. On the ships, we have age-appropriate programmes and supervised designated areas where the young and older kids are kept engaged with activities. We do understand that if the kids are not happy on the cruise, it would spoil the vacation for the adults too. Therefore, we have a multi-pronged but specific strategy for Gen X, Millennials and Gen Z. For example, Gen Z prefer limited human interaction when it comes to ordering food. So, we have created an app for ordering food. Apart from that, our ships also offer multiple dining options and specialty restaurants.”
