Wave Season 2025: The Trends Shaping Cruise Vacations

by Mia Taylor
Last updated: 3:45 PM ET, Wed January 8, 2025

Wave season 2025 is officially here for the cruise industry, which means three months of cruise bargains and special offers designed to inspire travelers to book their next getaway.

Often seen as the Black Friday of the cruise industry (albeit one that stretches from January through March or early April), wave season also unearths a variety of notable cruise industry travel trends each year.

Booking demand, as well as the preferences and selections of travelers, offer a look at what’s motivating consumers who are enthusiastic about cruises. Thus far, industry data shows that travelers are flocking to cruise ships with abandon and they’re doing so in search of sunny escapes from the winter, according to research from travel insurance provider Squaremouth.

The insurance platform’s research also shows that travelers are seeking more rest and relaxation aboard cruises in 2025, and they’re dialing back the adrenaline and adventure. In other words, more quality time poolside and less time spent on activities and excursions.

“While 2024 was the year of adventure travel, 2025 is all about rest and relaxation,” says Squaremouth’s report. “Only 23 percent of cruisers plan to engage in adventure activities such as jet skiing, snorkeling, or scuba diving — down from 42 percent in 2024.”

Squaremouth also found that warm destinations continue to top cruisers’ bucket lists (And who can blame them?) In addition, a greater share of cruise travelers, 49 percent, say that scoring bargains was their primary goal for wave season this year (Again, who can blame them?)

The most budget-friendly cruise destinations, meanwhile, are Mexico, the Bahamas, and Dominican Republic, which have average trip costs of $3,591, $3,800, and $4,123, respectively, says Squaremouth.

These are merely a few of the trends emerging from wave season 2025. To delve deeper into the topic, TravelPulse reached out to travel advisors and cruise companies to find out more about the cruise industry trends that are materializing as wave season bookings progress. Here’s what the industry insiders had to say.

Value and Exclusivity

Ken Muskat, managing director, USA for Scenic Group’s Scenic Luxury Cruises & Tours and Emerald Cruises, echoes Squaremouth’s findings when it comes to spending, pointing out that value is a top priority right now for travelers. But travelers want that value with a twist.

 "Travelers are prioritizing vacations that deliver the most for their investment and intimate experiences are at the forefront,” explains Muskat. “With fewer than 180 guests on our luxury river cruises and 100 to 200 on our boutique and discovery yachts, guests are embracing the opportunity to connect with like-minded travelers in exclusive, curated settings.”

Immersive River Cruising 

River cruising is also a top choice for wave season 2025, particularly for U.S. travelers, continues Muskat.

“It’s not just about reaching the heart of iconic city centers, but also about experiencing once-in-a-lifetime moments,” explains Muskat. “Our Scenic Enrich program, offered exclusively by Scenic Luxury Cruises & Tours, provides guests with access to events and experiences they won’t find anywhere else — think private concerts, exclusive cultural performances, and behind-the-scenes tours designed to transform a vacation into something unforgettable."

Luxury Yacht Cruising

Luxury yacht cruising also appears to be picking up momentum this wave season, particularly yacht cruises offering the ability to explore smaller, less-traveled harbors, while avoiding crowds.

“Our Scenic and Emerald Cruises yachts let travelers discover stunning islands and coastlines in a way that feels personal, luxurious, and unmatched,” says Muskat. “The bespoke itineraries and intimate nature of these cruises are a direct response to what today’s travelers are seeking.”

The Cruise Ship Is the Destination

Echoing the R&R theme expressed by many travel advisor peers, Angie White, travel agent and founder of Calligraphy Travel, says unwinding onboard the ship is a primary focus for those booking cruises this wave season.

“For 2025, I see a shift toward the cruise ship itself as the primary attraction, rather than the ports of call,” says White. “Travelers are increasingly interested in the ship’s amenities and onboard experiences, ensuring they get the most value out of what they’ve already paid for. They are looking for all-inclusive entertainment, relaxation, and dining without the added expense of excursions at each port.”

Aligning with that desire among travelers, White has also noticed that itineraries providing more sea days (rather than days in port) are especially popular this year.

“They allow for more time to enjoy the ship and relax instead of travelers feeling the pressure to do activities in port,” says White.

Bragging Rights Experiences

But not all travelers, it seems, are solely focused on what’s taking place onboard the ship. A significant segment of vacationers this wave season are requesting highly unique experiences, says JoAnne Weeks, a director with Acendas Vacations who has 25 years of experience in the industry.

“We’re receiving an abundance of requests for our travelers who want a custom and different experience — both on and off of the ship,” explains Weeks. “Travelers want the ‘bragging rights’ and want to step out of the norm, be it the destination, the excursions, the cruise line, or the itineraries. They want to standout and to have an overall unique experience.” 

Seasonal Destinations

Seasonality plays a major role in cruise destination preferences, especially during the colder months when travelers crave a warm weather escape, says Charli Sharp, a travel advisor with Tink’s Magical Vacations.

Booking tropical destinations like the Caribbean and Mexico remains a top choice during the annual wave season booking blitz. This is due to the consistent sunshine and affordability such destinations offer, says Sharp. However, Sharp has also observed growing demand for cruise destinations that provide a unique “seasonal” experience, such as Alaska.

“Take Virgin Voyages, for example, which will launch its inaugural Alaska season in May 2026. This reflects a broader trend — travelers are looking to escape their usual climate without sacrificing comfort or adventure,” explains Sharp. “Cruise lines are responding by offering itineraries that appeal to those seeking...a one-of-a-kind seasonal destination like Alaska.”

Wandering Further Off the Beaten Path

Not at all unlike land-based travelers, cruise travelers are increasingly seeking itineraries that take them farther afield, to more overlooked places, says James Ferrara, CEO and co-founder of InteleTravel, an agency that’s already sold nearly $200 million in cruise vacations for 2025.

“This is, in part, a continuation of growing wanderlust and curiosity, fueled by social media, TV and film displays of exotic destinations,” says Ferrara. “But it's also a reaction to the building concern for overtourism in 2024.”

When planning cruise getaways, travelers are choosing to avoid the worst crowds (and the protestors in such destinations) and instead are seeking new experiences where they feel they can be an influence for good economically and environmentally.

What does that look like specifically?

“People are beginning to look into visiting Sardinia, Italy, not Venice or Rome, or are going to Colombia not Brazil, or New Zealand instead of Australia, and Vietnam instead of Thailand or Japan,” continues Ferrara.

One of the newest, emerging cruise hotspots this year is Slovenia, which is replacing the usual European tourist choices.

“There is a strategy of ‘second cities,’ which are close to the richness of experiences found in well-known, more travelled destinations,” adds Ferrara.

Additional Tips and Takeaways for Wave Season 2025

So, what does all of this mean for cruisers looking to book a getaway during wave season this year? In addition to potentially taking part in some of the intriguing cruise vacation trends, the key takeaway is that wave season can be a great time to score a deal, no matter where you hope to go or what you hope to do.

“This is when the cruise lines offer some of their most competitive sales,” says Elisa Karen Ball, franchise owner and independent agent with Cruise Planners. “At the start of every year, the cruise lines hope to book their voyages for the coming year by offering discounted fares, special deals, added amenities, and freebies.”

Wave season gets its name from the “wave” of deals being rolled out, all in hopes of convincing people to book a cruise for the coming year, the year after, and beyond that as well.

“You can find promotions from every cruise line, big and small ships, river and expedition lines, encompassing some of the most sought-after destinations worldwide,” continues Ball.

As for the perks available during wave season, in addition to discounted cruise prices, those who book now will likely find include reduced deposits, complimentary cabin upgrades, onboard credits, pre-paid specialty restaurant dining fees, beverage packages, free Wi-Fi, pre-paid staff gratuities, specialty desserts, discounted shore excursions, free exercise classes, and much more, says Ball.

And one final parting tip: Most cruise lines offer additional incentives to their loyalty program guests during wave season, to entice them to book now.

“Norwegian Cruise Line, for example, has allowed past guests to use two to three Cruise Next Certificates with a new booking and has almost doubled the dollar matching they offer for their Cruise First Certificate,” explains Ball. “They may also increase the loyalty points accumulated for bookings deposited during this period.”

If cruising is on your radar for 2025, there’s no time like the present to begin searching for a deal.