According to the latest data published by Global Travel Collection (GTC), cruises operated under hotel brands now account for 5% of upcoming bookings made by its network of luxury travel advisors.
A segment still limited in volume, but it carries a very high-end positioning, with an average price of $40,000 per booking.
For French professionals, Global Travel Collection (GTC) remains a relatively little-known player. A subsidiary of the American Internova Travel Group, it is nevertheless one of the world’s largest networks of advisers specializing in luxury travel. The company unites more than 1,500 advisors who serve a high-end clientele.
A segment still limited in volume, but it carries a very high-end positioning, with an average price of $40,000 per booking.
For French professionals, Global Travel Collection (GTC) remains a relatively little-known player. A subsidiary of the American Internova Travel Group, it is nevertheless one of the world’s largest networks of advisers specializing in luxury travel. The company unites more than 1,500 advisors who serve a high-end clientele.
“A customer who has been loyal to a hotel brand for fifteen years now boards the ship of that same brand”
One of the main lessons from this study concerns the traveler profile. According to GTC, this new clientele is not made up of seasoned cruisers climbing up the ladder, but of customers loyal to prestigious hotel brands who are taking their first cruise.
“It is about creating a category, not changing one,” explains Angie Licea, president of Global Travel Collection, in the press release.
“A customer loyal to a hotel brand for fifteen years now boards the ship of that same brand, with the same expectations as on land. He does not compare offers with other cruises. He finds the familiar and reassuring experience in a new environment,” she adds.
The average price of these cruises stands at $40,000, roughly four times the average price of a traditional ocean cruise, according to GTC.
“It is about creating a category, not changing one,” explains Angie Licea, president of Global Travel Collection, in the press release.
“A customer loyal to a hotel brand for fifteen years now boards the ship of that same brand, with the same expectations as on land. He does not compare offers with other cruises. He finds the familiar and reassuring experience in a new environment,” she adds.
The average price of these cruises stands at $40,000, roughly four times the average price of a traditional ocean cruise, according to GTC.
The American cruise market is expected to continue growing in 2026
Beyond branded cruises, GTC notes a strong uptick in the yacht segment. Sales would have increased by around $3 million in a year.
According to the data disclosed, the American cruise market is expected to keep growing in 2026, with: an overall 5% growth; 25% growth for river cruises; 40% for yacht cruises.
Global Travel Collection, for its part, says it has recorded a 14% rise in its sales across all cruise segments, nearly three times the market’s expected growth.
“The cruise sector has lost its former reputation faster than almost any other category we track. The ceiling on luxury sea travelers’ spending has risen substantially, and the brands investing in this market are the main reason,” concludes Angie Licea.
According to the data disclosed, the American cruise market is expected to keep growing in 2026, with: an overall 5% growth; 25% growth for river cruises; 40% for yacht cruises.
Global Travel Collection, for its part, says it has recorded a 14% rise in its sales across all cruise segments, nearly three times the market’s expected growth.
“The cruise sector has lost its former reputation faster than almost any other category we track. The ceiling on luxury sea travelers’ spending has risen substantially, and the brands investing in this market are the main reason,” concludes Angie Licea.
