Forget everything you thought you knew about cruising. Today’s voyages prioritize wellness, exclusivity and destination-driven itineraries. And according to a recent survey of more than 500 NewBeauty readers,* cruising is officially back on the radar.
Nearly 30 percent of respondents said cruises are their preferred form of luxury travel, putting them close to adventure travel in popularity. About 31 percent have already taken a luxury cruise, and roughly 17 percent are planning one in the next 12 months—a clear sign that interest is not only strong, but growing.
Among those who’ve cruised, Norwegian emerged as the most popular line, with 37 percent of luxury cruisers having sailed with them. Viking followed with 13 percent, while Oceania and Regent Seven Seas were chosen by 9 and 8.6 percent, respectively, indicating a strong lean toward elevated, experience-rich brands.
When it comes to dream destinations, the Mediterranean led the way, with 56 percent of respondents saying it’s where they’d most like to cruise. The Caribbean followed closely at 50 percent, with Alaska at 35 percent and the South Pacific at 19 percent. These numbers point to a clear preference for open skies, coastal beauty and immersive cultural experiences.
This shift in cruising culture mirrors broader luxury travel trends: wellness, personalization and space are now non-negotiables. From onboard yoga and thermal suites to chef-led dining and private shore excursions, today’s cruises are designed to feel more like floating boutique hotels than mega-resorts.
*Source: BeautyEngine Advanced Research, 2025
