Cruise sales through Virtuoso rose 9.3% in the first six months of 2025 and are tracking 15.9% higher in the second half, according to new data from the luxury travel network. Bookings one to two years out that exceed US$50,000 per trip are up 43% compared with 2024.
The figures, released at Virtuoso Travel Week in Las Vegas, are drawn from the network’s US$90 billion in transactions and ongoing advisor and consumer surveys. Virtuoso generates US$35 billion in annual sales.
Survey data show 30% of luxury travellers from the US and 20% from Canada plan to cruise in the next year. For US travellers specifically, 39% expect to take more trips in 2025, with relaxation and disconnection cited by 76% as a top priority.
Virtuoso’s State of Travel report found booking windows remain at an average of 122 days, counter to industry trends of shorter lead times. The report also revealed generational differences in sustainability motivations – boomers are most focused on avoiding over-touristed destinations, Gen X are motivated by supporting local economies, and younger generations are more willing to pay for environmentally friendly practices.
Safety and security remain a leading concern, with 75% of Virtuoso clients identifying it as a key factor in trip planning.
Cruise remains the second-fastest-growing travel segment for Virtuoso, behind hotels. Other highlighted trends include growth in multi-generational travel and celebration trips, both of which represent opportunities for cruise sales.