What CLIA’s 2025 Outlook Says About the Future of Cruise Guest Experience

And Why Now Is the Time to Rethink What ‘Luxury’ Really Means

Every year, the Cruise Lines International Association (CLIA) releases its much-anticipated State of the Cruise Industry Outlook, and 2025’s report makes one thing abundantly clear:

The industry isn’t just recovering. It’s transforming.

With passenger volume set to exceed pre-pandemic levels and the number of cruise travelers projected to reach 39.5 million by 2027, the global appetite for cruising is growing rapidly. But while demand is up, expectations have changed, especially in the luxury and premium space.

And that shift?It’s a remarkable opportunity for cruise lines ready to evolve beyond entertainment into something more meaningful: emotional engagement, enrichment, and personalized connection.

The Data: More People Are Cruising, But They Want More Than Destinations

According to CLIA’s 2025 Outlook:

82% of travelers who have cruised before say they intend to cruise again
Younger generations, Millennials and Gen X, now make up a growing share of luxury cruise guests
Travelers are increasingly motivated by authenticity, cultural immersion, and self-discovery
Environmental and social consciousness is shaping expectations around purpose-driven travel

These guests aren’t just looking for a getaway. They’re looking for something that feels transformational.

Experience Matters More Than Ever

CLIA’s report highlights the importance of memorable guest experiences as a key driver of cruise loyalty. But what defines “memorable” is shifting:

It’s not just the Broadway-style production, it’s the quiet, reflective workshop that sparks a meaningful conversation
It’s not only the dinner, it’s the coffee morning where strangers become friends
It’s not just sightseeing, it’s storytelling

This aligns with what we see every day in our work at Raconteur: guests are craving enrichment that goes beyond entertainment. They want depth, participation, and personal relevance.

The Opportunity: Use Enrichment to Lead, Not Follow

Cruise lines that recognize this shift early, and design for it, have the chance to lead the industry forward.

Small-group, immersive enrichment programming:

Encourages deeper guest connection
Elevates NPS and satisfaction scores
Drives loyalty through emotion, not just amenities
Helps define a brand’s voice in a growing and competitive market

This is especially important as the guest demographic broadens. New-to-cruise guests are coming aboard with expectations shaped by boutique hotels, experiential travel, and wellness retreats. They’re looking for something curated and human, not mass-market.

And enrichment, when done right, meets them exactly where they are.

What Cruise Lines Can Take from CLIA’s 2025 Outlook

Experience is now the key differentiator. Ships, suites, and itineraries are essential, but what guests remember is how you made them feel.
Younger luxury travelers value purpose and personalization. Enrichment allows brands to show cultural awareness, human depth, and design-led innovation.
Brand perception will be shaped by emotional engagement. Loyalty comes from connection, not just convenience.

Final Thought: This Isn’t a Trend. It’s a Transition.

The CLIA 2025 Outlook isn’t just a snapshot, it’s a signal. The cruise industry is entering a new era, one where connection beats spectacle and storytelling becomes a service.

Cruise lines have a unique opportunity to meet this moment, by designing programming that isn’t just seen, but felt.

At Raconteur, we believe enrichment should be part of a cruise line’s signature, not an add-on. And the brands that embrace that approach now? They’ll be the ones that lead the industry into its most exciting chapter yet.

Want to explore how enrichment can support your brand’s evolution in 2025 and beyond? Let’s start the conversation.