Cruise industry evolves with new loyalty programs and shifting demographics

The cruise industry is experiencing shifts in consumer demographics and loyalty strategies. Starboard and Azamara Cruises have launched ‘Azamara Shopping Rewards’, a first-of-its-kind retail rewards program. Powered by the Open Network Exchange (ONE) platform, the program allows guests to earn points on onboard purchases, which can be redeemed via an online marketplace for products such as wine, luggage, culinary experiences, and travel offers like flights and hotels.

Simultaneously, the sector is seeing a generational shift as younger travelers increasingly choose cruises. Driven by social media platforms like TikTok and Instagram, younger demographics are attracted to modern ships designed as floating leisure cities featuring water parks, nightclubs, and themed dining. This trend moves the cruise perception away from traditional older demographics toward a more experience-oriented, viral-friendly vacation model.

In the river cruise segment, Mosturflot has announced autumn cruise promotions specifically targeting seniors. Retirees who book by October 1, 2026, can receive a 10% discount on selected cabin categories and flights, a benefit that can be combined with frequent guest privileges.