Floating Communities, Not Floating Hotels
For Zillennials, it’s not about “going on a cruise.” It’s about who they’ll be with and what it will feel like. Our latest conversations found that interest in cruises is rising with this younger group, but is focused on themed sailings, influencer-hosted experiences, and niche itineraries with built-in communities.
Because of these itinerary preferences, brand loyalty remains up for grabs. Most haven’t chosen a favorite cruise line. Instead, they’re browsing itineraries on social platforms, following creators who document their trips, and making bookings based on belonging rather than brand name.
Quote from the Tribe:
“It’s not about the ship or amenities. I want to know who’s going and what the vibe will be. And I’m not going unless I hear from someone who’s been."
- 23-year-old traveler from the United States - 9 trips per year.
Commercial Takeaway:
Help Zillennials see themselves in a story, not just on a ship. This group is planning with and around a community, not a destination.
Message us to discuss how your approach compares.
About the MODIV Tribes Series
Since 2022, MODIV’s always-on Mindset® study has engaged more than 48,000 frequent travelers across 25 countries. Our mission: decode the why behind traveler behavior—so travel and hospitality brands can act smarter, faster, and with greater commercial precision.
Our Tribes series distills what hospitality leaders need to know—direct from the source. Each quarter, we engage Business Travelers, Luxury Travelers, Zillennials, and Meeting Planners through our proprietary Mindset® study, then translate what we hear into strategic insights you can use.
This isn't one-and-done research. Each quarter, we go back to a tribe to test sharper questions based on what you tell us you need to know. Got a question you want answered? We invite you to add your voice in the comments or reach out directly.
About the Zillennial Travel Tribe
This study reflects insights based on a blended qualitative and quantitative session with 133 travelers from 15 countries who are 19-33 years old and take at least three trips per year for business.
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