Cruising for Millennials: best cruises for young people
Looking for youth, modern and rich in entertainment cruises?! Lisa tell us about the best cruise choices for Millennials!
Millennials have a somewhat different approach to travel than previous generations. In general, they prefer experience to material goods and demand memorable moments and constant Wi-Fi to record them with. Increasingly, Millennials are also concerned about sustainability, and want greater personalisation. And more and more Millennials are discovering that cruising perfectly fits the bill. In fact, cruising has been touted as one of the hottest travel trends for Millennials.
Today, Millennials make up around 20 percent of the travel market, but they are also one of the fastest growing demographics of international travellers. Although not as wealthy as the Baby Boomers or GenX, Millennials are willing to part with larger sums of money for holiday experiences than other demographics. Cruise companies have been quick to adapt to this growing demographic, developing cruises and features to appeal specifically to Millennials.
Millennials are the first generation to grow up as ‘digitally native’, and they tend to be particularly attuned to social media. Around 60 percent say they expect companies to engage with them on social media, and are more likely to buy products from companies that they can connect with online.
For cruise lines, this has translated to broadening their marketing approach to incorporate more online marketing channels. For example, Celebrity Cruises brought in marketer Travel Mindset to create a campaign for its new route that included influencer posts, 360-degree videos, blog content, and socially-sharable videos.
Cruise lines are also working to improve their onboard WiFi offerings, introducing high-speed connections and cruise packages that include WiFi. More shore programs and interior spaces are also being designed with an eye to providing that perfect spot for the all-important selfie.
Is the hype real or imagined?
Yet, it is easy to get carried away with the notion that cruising is shifting towards Millennials. The U by Uniworld cruises are a case in point. Launched in 2017, the U brand was aimed exclusively at those aged 21-45. Offering itineraries on the rivers of Europe, with stops in hip cities such as Berlin and Amsterdam, the brands’ two ships feature silent discos, rooftop camping, Ibiza-inspired rooftop terraces and power smoothies served at communal tables. The ships also spent longer in port, allowing cruisers to party all night on shore.
Less than a year after launch, the brand announced that it was opening up U cruises to the over-45s, citing high demand. The new policy was also accompanied by a 21 percent drop in the cruises’ lead-in price, perhaps signalling that the demand from 21-45 year-olds was not as high as expected. Despite this, there is a definite move toward cruise experiences that dovetail more closely with marketers’ notions of what Millennials expect.
The following are a few of the ways that cruise lines are creating brands aimed at the under-44s, and the under-45s at heart.
Smaller ships
Smaller ships not only lend a feeling of intimacy, but also a degree of authenticity which is crucial to younger travellers. A smaller size also makes it easier for these ships to cruise more unique or out-of-the-way destinations. For example, resort company Vidanta is opening a new luxury cruise line focused on Mexico, with smaller ships (of around 150 meters) that can dock in uninhabited bays and places not normally visited by cruise ships to offer “an authentic and intimate experience through the Mexican traditions and culture”.
Smaller ships are also seen as more eco-friendly, and having less impact on local environment and culture. Even more eco-conscious are Peregrine Adventures, whose small ship cruises all offset carbon expenditure with renewable energy projects and ban single-use plastics.
Interesting activities
Cruise brands are also realising that it is not only Millennials who are interested in cruises with a more interesting range of activities. For example, the Regent Seven Seas Explorer features a pool deck with luxury furnishings and a D.J.; Norwegian Cruise lines’ Norwegian Bliss includes a mojito bar and a craft brew house; while start-up line Virgin Voyages will include a tattoo parlour with guest artists and exclusive designs, and a wellness centre.
Younger music
Cruises have always featured music, from rock concerts to mini-opera. More cruises are now offering options geared younger, including popular DJs and even complete music festivals at sea. Luxury line Anchored offers 24-hour bars, live performances and well-known DJs so guests can party all night, and enjoy more traditional cruise amenities like spas and rock climbing, all day. Groove Cruises also offers a focus on music, but with more of a spring-break atmosphere.
Traditional lines are also getting in on the act. Royal Caribbean International’s Navigator of the Seas is the home to a three-night floating music festival put on by organiser Floating Festival. The 80s Throwback Festival features headline acts like The Human League, eighties karaoke and films such as Top Gun. Festival-goers get all the fun and music of a traditional festival, while also being able to relax by the pool and not have to share smelly port-a-loos or soggy tents.
Creative food
From on-board micro-breweries to sushi bars and mixology classes, cruise lines are increasingly throwing out the main dining rooms and buffets and replacing them with options that are more about theatre than eating. Celebrity chefs are now commonplace, but some lines offer even more. For example, Celebrity Edge includes a number of speciality restaurants, including one where animated characters are projected on to your plate and prepare a cartoon version of your food until the real thing appears. Celebrity ships also offer Qsine, a small-plate restaurant featuring whimsical food, such as sushi lollipops popcorn fish ‘n’ chips, and lobster and escargot fritters. There are even all-vegan cruises, run by specialty company Vegan Travel.
Whether aimed specifically at Millennials or not, more and more cruise lines are now getting more creative with their offerings. The cruise experience is now less about just relaxing and more about doing something on vacation and creating an experience you can share – and that is good news for cruisers of all ages.