For an industry that boasts a high repeat factor, the biggest challenge is often persuading travellers to take their first cruise.
Outside Singapore, a cruise hub in Southeast Asia, cruise penetration across the region remains relatively low, signalling considerable potential for growth. Market data shows that fewer than 5% of Hong Kong’s population took a cruise in 2025, while markets including Thailand, Indonesia and the Philippines remain largely untapped.
Younger cruisers to drive growth
Speaking at CruiseWorld Asia 2026, Michael Goh, president of StarDream Cruises, noted that only around two in 10 travellers choose a cruise holiday over land-based alternatives.
“Covid opened up a new segment of the business in letting the young generation realise that cruising is very suitable for a holiday. The cruising age is also getting younger,” he said.
Benjamin Bouldin, president of Greater China and managing director of Asia at Royal Caribbean, said digital content is helping cruise lines reach younger travellers.
“We’re seeing some really young cruisers coming now. The digital social environment and user-generated content are making our products more visible to that generation,” he said.
The average age of guests on Royal Caribbean’s China sailings is about 41. However, a sailing during China’s May Day holidays recorded an average age of 31 among approximately 5,000 passengers.
Disney Adventure's arrival in Singapore has also introduced new audiences to cruising.
By tapping into passionate fan communities built around Disney, Pixar and Marvel, Disney Cruise Line is attracting travellers who may never have previously considered a cruise holiday.
“Nine in 10 of our guests are new to Disney Cruise Line, but six in 10 of our guests are actually new to cruise,” said Sarah Fox, vice-president and regional general manager, Southeast Asia, Disney Cruise Line. “It’s not only the Disney fans that are showing up, but it’s also bringing new people into the industry.”
Food, fandom and fitness
To win over a smartphone generation accustomed to on-demand entertainment, cruise lines are looking beyond traditional selling points. Food, fandom and fitness are increasingly part of the pitch.
Pauline Suharno, president of ASTINDO, said concerts and large-scale events at sea could help lines reach younger Indonesian travellers. K-pop, Mandopop, Chinese dramas and local entertainment all have strong followings in the market. “Cruise lines that can bring these artistes on sea will definitely be crowd pullers for the Indonesian market,” she said.
StarDream Cruises has leaned ontp that formula. In October, K-pop girl group KIIRAS will board Genting Dream to tap demand in Indonesia and Malaysia. In July, the line hosted HYROX-style fitness experiences led by Korean YouTube star Amotti, winner of Netflix reality show Physical: 100 in 2024.
The group also welcomed celebrity chef Tommie Lee, known as French Papa from Netflix’s Culinary Class Wars season two, for a live cooking demonstration and a five-course French menu at the ship’s Bistro Restaurant.
Consumers are looking for experiences, not shopping. They’re looking for more immersion, more experiences that make them feel good.– Benjamin Bouldin, President of Greater China and Managing Director of Asia, Royal Caribbean
For Bouldin, the trend reflects a broader shift in traveller preferences. “Consumers are looking for experiences, not shopping,” he said. “They’re looking for more immersion, more experiences that make them feel good.”
He likened the appeal of Pop Mart’s blind-box phenomenon, where anticipation and emotional reward of discovery encourage repeat purchases. Cruise holidays, he said, can create a similar pull.
Shore excursions also represent an opportunity to appeal to younger travellers, according to Chee Chong Chan, CEO of GlobalTix.
“Other than city tours, how can we improve shore excursions?” he said. “I think the younger generation would love to try some local food, climb a hill or go on a trekking tour rather than just do a city tour.”
Making believers out of first-timers
While cruise lines are finding new ways to attract travellers, overcoming first-time hesitation remains critical.
“We have to educate the customer and remove uncertainty, especially for first-time cruisers,” said Chatrine Siswoyo, co-founder of the Creators Association of Southeast Asia. “There are a lot of misconceptions. We must understand what’s stopping people from booking a cruise in order to address their concerns. Is it the pricing, cabin or activities?”
When agents can fully explain the complete journey, not just what happens on board, but from embarkation to disembarkation, they help to remove anxiety and build consumer confidence.– Jacqueline Ng, head of business development and marketing, SATS-Creuers Cruise Services
Jacqueline Ng, head of business development and marketing at SATS-Creuers Cruise Services, which operates Marina Bay Cruise Centre, said many first-timers need practical reassurance before they book.
“They may wonder what time to arrive, how the baggage works, how accessible the cruise terminal is or whether cruising is suitable for them,” she said.
Travel agents therefore have an important role in explaining the entire guest journey, from boarding to disembarkation. “When agents can fully explain the complete journey, not just what happens onboard, but from boarding to disembarkation, they help to remove anxiety and build consumer confidence,” Ng said.
Nungky Ng, head of cruise at Citystate Cruises, said the additional effort required to win a first-time cruiser can pay off. “Once they are onboard, it is easier to convert them to repeat customers,” she said.