Karl WP Beyer March 13, 2025 –AIDA Cruises commissioned the world-renowned British Market and opinion research institute YouGov to conduct a representative survey among selected Generation Z (GenZ) people regarding their travel affinity in February 2025.
The figures show that 25 percent of Gen Z have already been on a cruise. 59 percent are interested in doing so, and 22 percent definitely intend to go. The potential for new guests is there. The experience is particularly crucial. Themed cruises, extraordinary experiences, and social media are key factors in inspiring Gen Z to travel at sea. AIDA Cruises concludes from the data presented that shared experiences with people of the same age on board (53 percent) are among the most frequently cited reasons for making a cruise attractive.
66 percent of respondents find themed cruises that are specifically geared toward specific interests or hobbies appealing. Whether it's music, sports, gaming, or culinary delights – a clearly defined focus of the trip significantly increases its appeal for young travelers.
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Instagram, TikTok, and influencers play a role in travel decisions, but less than expected: Only 23 percent of respondents say they are strongly or very strongly influenced by social media, while 23 percent also claim that social media plays no role at all. Nevertheless, testimonials, reviews, and visual storytelling are important factors in deciding on a travel option.
Fifty-eight percent of respondents cited sustainability as an important to very important factor in choosing a cruise. Environmentally friendly travel options are important to many, but price remains one of the biggest considerations in the booking decision, with 58 percent of survey participants citing price as the most important criterion when planning a vacation.
AIDA Cruises concludes that the younger generation is open to cruising. However, this age group expects travel options specifically tailored to their needs. Attractive prices, fast and comprehensive Wi-Fi, exciting itineraries, environmentally friendly technologies, and themed tours are key factors. In addition, Gen Z prefers short-term bookings. Only 14 percent plan their trips more than six months in advance, while 65 percent book their trip one to six months in advance.
Methodological basis of the survey
The representative survey was conducted among 13 participants based on online interviews between February 24.02.2025 and 1001, XNUMX. The survey was split by age and gender, and the results were subsequently weighted accordingly. The results are representative of Generation Z.