What CLIA Conference 2026 Tells Us About the Future of Cruise Travel

From emerging customer trends to the growing role of AI, the cruise industry gathered in Southampton this month to discuss what's next for one of travel's fastest-growing sectors.

More than 700 travel professionals came together at CLIA Conference 2026, Europe's largest annual cruise trade event, for three days of industry insight, networking and ship visits.

Representing Advantage Travel Partnership: Jonny Peat, Director of Cruise, Kelly Joannides, Senior Cruise Commercial Executive and Zoe Adams, Member Partnership Manager,  joined cruise lines, travel businesses and industry leaders to explore the trends shaping the future of cruise holidays and what they mean for both travellers and travel agents.

The message from the conference was overwhelmingly positive: despite ongoing global uncertainty, cruise remains one of the most resilient and exciting sectors in travel. We wanted to summarise our key takeaways from the event.

Cruise Demand Continues to Show Resilience

While geopolitical events, economic pressures and changing travel patterns continue to influence consumer behaviour, cruise lines reported strong demand across many sectors of the market.

Travellers are still prioritising holidays and experiences, with cruise continuing to appeal thanks to its combination of convenience, value and variety.

Families and First-Time Cruisers Are Driving Growth

Cruise lines continue to report significant growth from families and customers taking their first cruise holiday.

Today's cruise market offers more choice than ever before, from family-focused ships packed with activities to luxury and ultra-premium experiences designed for discerning travellers.

"The best cruise isn't always the biggest ship or the newest itinerary – it's the one that best matches the customer's expectations, interests and travel style."

As the range of options expands, expert advice is becoming increasingly valuable in helping travellers find the right cruise for their needs.

More Opportunities for Short-haul Cruise Holidays

AI Is Becoming Part of the Travel Industry Toolkit

AI was a recurring topic throughout the conference, with industry leaders discussing how technology can support businesses and improve customer experiences.

Rather than replacing expertise, the consensus was that AI is helping travel professionals spend less time on administration and more time building relationships, providing advice and delivering personalised service. The travel businesses that successfully combine technology with human expertise are expected to be best positioned for future growth.

Trust Matters More Than Ever

One of the strongest messages from cruise brands was the continuing importance of trusted travel advice.

As destinations evolve and customers face an increasing volume of online information, travellers are placing greater value on expert guidance and personalised recommendations.

For many customers, working with a knowledgeable travel agent provides reassurance, saves time and helps them make more confident holiday decisions.

The outlook from CLIA Conference 2026 was clear: cruise continues to evolve, innovate and attract new audiences.

For travellers, that means more choice, greater flexibility and exciting new experiences at sea. For travel businesses, it reinforces the importance of staying informed, embracing new technology and working closely with trusted industry partners.

At Advantage Travel Partnership, we're committed to helping our members navigate these opportunities, ensuring they have the knowledge and support needed to thrive in an ever-changing travel landscape.

Interested in learning more about becoming an Advantage member? Discover how our partnerships, expertise and support help travel businesses grow with confidence.