Interest in small-ship cruising outstrips wider cruise market, data reveals

Monday, Feb 16, 2026 0

A new analysis of UK search behaviour shows that interest in small-ship cruising is growing significantly faster than the wider cruise market.

The research analysed four years of UK search data, and was compiled by digital travel marketing agency Adido in partnership with Unforgettable Croatia, a specialist luxury small-ship cruising company.

The study reviewed aggregated UK search volumes across dozens of small-ship, river and expedition cruise brands, as well as generic category search terms, to compare growth rates against overall cruise industry trends.

Search demand for 19 identified small-ship and luxury cruise brands, who all carry less than 250 guests, has increased by 71% over the past two years, with steady year-on-year growth recorded across small-ship operators.

At the same time, generic UK searches for terms including ‘small ship cruises’, ‘luxury small ship cruises’, ‘expedition cruising’ and ‘yacht cruises’ have climbed by more than a third (37%) over the past two years, with expedition cruising nearly tripling versus 2022 levels.

By comparison, overall cruise search demand in the UK grew by around 30% across the same two-year period.

Graham Carter, co-founder of Unforgettable Croatia, said: “Small-ship cruising has moved firmly into the mainstream for UK travellers, and we’re seeing that reflected directly in both enquiry levels and booking patterns. Guests are increasingly drawn to more intimate ships, destination-focused itineraries and experiences that feel more immersive and personal.

“Along the Croatian coast in particular, smaller ships allow access to ports, islands and swim spots that simply aren’t accessible to larger vessels. Combined with hand-picked excursions, local food and wine experiences and a relaxed onboard atmosphere, it creates a style of travel that really resonates with today’s luxury traveller. What’s especially encouraging in this data is that growth in small-ship interest is outpacing the wider cruise sector, which gives us strong confidence in continued demand through 2026 and beyond.”

Andy Headington, CEO of Adido, said: “Our latest UK search analysis shows that small-ship and specialist cruise brands are gaining visibility and consideration faster than the cruise market as a whole. That tells us this isn’t just seasonal fluctuation – it’s a meaningful shift in traveller intent.

“We’re seeing particularly strong gains around expedition and small-ship terminology, alongside sustained growth in brand searches, which typically indicates a more informed and conversion-ready customer. For specialist operators and agents focused on small-ship cruising, the outlook is very positive.”

Unforgettable Croatia operates a programme of 145 guaranteed departures, alongside private yacht charters and tailor-made land itineraries. The season runs from May to October on eight ships, each with a maximum of 19 cabins.

All 2026 itineraries include luxury transfers, breakfast, three-course lunches and select dinners. A programme of guided tours and visits, daily swim-stops and complimentary use of all on board water sports, a professional cruise director and on-board lectures are also available.