Cruise holidays are being redefined in Britain as multi-generational travel gains remarkable momentum. According to a new report by Marella Cruises, nearly three in five Brits (57%) are showing interest in holidaying with extended family aboard cruise ships. What is particularly striking is that the movement is being led not by grandparents or parents but by younger generations, with Gen Z travelers embracing family-focused cruising as a preferred way to spend their holidays.
The findings challenge traditional views of cruise holidays as primarily the domain of retirees or older families. Instead, they reveal a growing desire among younger travelers to spend meaningful time with parents, grandparents, and siblings, redefining the cruise market and reshaping family holiday habits in the UK.
Gen Z and Millennials Drive the Trend
The survey highlights that 36% of Gen Z respondents expressed a preference for multi-generational cruising, making them the leading demographic for this trend. Close behind are Millennials at 34%, followed by Baby Boomers at 32% and Gen X at 29%.
This suggests that younger generations are not only open to but actively prioritizing family time during their travels. In fact, more than half of Gen Z respondents (51%) admitted they prefer traveling with their parents, compared with just 20% of Gen X travelers. For a generation often associated with independence and digital lifestyles, the results emphasize a surprising but significant shift toward togetherness and shared experiences.
Why Families Choose Multi-Generational Cruises
The research identifies multiple reasons for the rising appeal of cruises that bring several generations together.
- Spending quality time with family remains the top motivation for 32% of respondents.
- Larger groups create more fun experiences, according to 13%.
- Flexibility to tailor activities appeals to 10% of travelers.
- Shared costs across families make cruises more affordable for another 10%.
- Bonding between older and younger relatives—especially grandparents and grandchildren—was highlighted by 7%.
This blend of convenience, affordability, and bonding opportunities positions multi-generational cruises as a highly attractive holiday option for a broad range of British families.
Regional Demand Across the UK
Booking data further underscores how widespread this trend has become. Birmingham has emerged as the top city for family and group cruise bookings, followed by Cardiff, Sheffield, Newcastle, and Nottingham. Completing the top 10 list are Glasgow, Belfast, Swansea, Bristol, and Leicester.
The demand is not limited to London or southern England, but rather spans across regions, demonstrating a nationwide appetite for family-oriented cruise travel. These hubs indicate that British families are actively looking for accessible, all-in-one holiday experiences that accommodate multiple generations.
Celebrity Families Showcase the Experience
To highlight the family-friendly nature of cruising, Marella Cruises recently invited three generations of well-known TV personalities aboard the Marella Voyager in the Mediterranean. Jess Wright, her husband, young son Presley, and her mother Carol Wright enjoyed a variety of activities designed to appeal to every age group.
From exploring Barcelona’s vibrant streets to indulging in onboard spa treatments and enjoying West End-style entertainment, the family demonstrated how cruises can cater to different preferences while keeping everyone together. The inclusion of The M Club, a free onboard kids’ club, also highlighted how children can enjoy their own adventures while parents and grandparents relax.
Convenience and All-Inclusive Comfort
Another major factor fueling the popularity of multi-generational cruises is the all-inclusive offering. Marella Cruises ensures that tips, service charges, meals, and entertainment are included, allowing families to focus on enjoying the experience without worrying about hidden costs.
This level of convenience is especially appealing for larger groups where financial planning can be complex. Whether grandparents are enjoying cocktails at the Indigo Bar, parents are unwinding at the Ocean’s Spa, or children are playing at The M Club, all generations are catered to in one floating destination.
Creating Memories Across Generations
For many travelers, the value of cruising as a family lies not just in the destinations but in the memories created onboard. The chance for grandparents to watch their grandchildren discover new cities, or for young adults to spend uninterrupted time with their parents, is central to the emotional appeal of multi-generational cruising.
Jess Wright summed up the sentiment, noting how special it felt to spend “real, quality time” with her family. Similarly, her mother Carol Wright emphasized the joy of sharing cultural discoveries and everyday experiences abroad with her grandson. These testimonials resonate with many families who long for holidays that strengthen connections across generations.
A Growing Market for the Future
Chris Hackney, CEO at Marella Cruises, emphasized that the rise of multi-generational travel represents a major opportunity for the cruise sector. By offering entertainment, relaxation, and adventure in one place, cruises are uniquely positioned to meet the needs of every age group simultaneously.
This approach provides something for everyone: mini golf for the kids, relaxation areas for parents, and cultural excursions for older travelers. The inclusive design ensures that no family member is left out, setting cruises apart from traditional holiday packages.
Conclusion: Togetherness on the Horizon
The rise of multi-generational cruise holidays reflects a profound shift in how British families choose to spend their leisure time. Driven by Gen Z and supported by Millennials, the trend highlights a renewed appreciation for family togetherness, convenience, and shared experiences.
With all-inclusive offerings, diverse onboard activities, and destinations that cater to every interest, cruises are becoming the holiday of choice for families across the UK. As demand continues to grow, multi-generational cruising is poised to reshape the future of British holidaymaking—offering not just a voyage across the seas, but a journey into deeper family connections.
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