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Expedition cruises are booming: people over 50 are discovering the world!
Wittenberg-Cox calls on the travel industry to adapt to the needs of people over 50 and emphasizes their passion for travel.
Expedition cruises are booming: people over 50 are discovering the world!
Interest in expedition cruises is booming! British readers show a strong desire for these adventure trips, according to a new survey from Wanderlust Magazine, presented for the first time at the ECN conference in London. An impressive 58% of respondents are women, with an average age of 58. In addition, 35% of participants have already undertaken an expedition cruise, with an average of two trips overall. Best of all, 70% of those who haven't traveled yet have a desire to do so soon, with 54% planning to hit the water within the next five years. This survey offers an exciting insight into the increasing popularity of this type of holiday, as Selling Travel reports that 82% of travelers also want to book through a tour operator, indicating a high level of trust in the organization and Travel curation points out.
When it comes to motivating expedition cruises, animal encounters are at the top of the list. They interest 75% of travelers, followed by the opportunity to visit hard-to-reach destinations, which attracts 74%. 44% of respondents want to learn from experts and lecturers. On the other hand, there are also some barriers: 80% of those surveyed see costs as the biggest obstacle. But there is hope – 20% of travelers are undeterred by these challenges and are ready to book.
Popular travel destinations
The survey also shows where the journey should lead. The most popular future travel destinations are Greenland (70%), Antarctica (65%) and the Svalbard and Arctic (64%). The Galápagos Islands (53%) and the Canadian Arctic (48%) are also very popular. Additionally, destinations such as the Amazon region, the sub-Antarctic islands and Raja Ampat are currently experiencing an upswing in traveler interest.
Why is the expedition cruise market so promising? Analysis by Growth Market Reports shows that the global expedition cruise market has already reached a total of $3.2 billion in 2024 and is expected to reach $7.5 billion by 2033. This corresponds to an annual growth rate (CAGR) of 9.7%. The reason for this increase is primarily the growing interest in adventure tourism, increased environmental awareness and the increasing purchasing power of travelers. The focus of operators is increasingly shifting towards sustainability, luxury and a wide range of travel destinations, which further increases the attractiveness.
The target group in focus
An exciting finding from the survey is that travelers over 60 account for 76% of holidays over £100,000 in the UK. But advertising lags behind this demographic - only 5% of marketing strategies are aimed at those over 50. However, this age group will become increasingly influential in the next few years and could account for up to 63% of consumer spending by 2040. Avivah Wittenberg-Cox, CEO of Livingto100.com, is calling on the industry to adapt more to the needs of those over 50. She describes this generation as digitally savvy, physically active and passionate about travel.
In summary, the market for expedition cruises is undergoing dynamic change. With a growing number of trips attracting more and more people, the focus on sustainable practices and the experience will be at the forefront. The future seems bright, and adventure always awaits in the most remote corners of the world!