How Influencers Are Reshaping the Cruise Industry

Social media content creators are playing a critical role in the cruise line industry’s rebirth as it attempts to attract a younger clientele. A new crop of influencers are helping demystify these sometimes intimidating giant ships. After being among the most significantly impacted industries during the Covid-19 pandemic, the three public companies — Royal Caribbean, Carnival and Norwegian — have seen their market value surge since the start of 2023. Much of that success has come in the Caribbean market where customers are drawn to three- and four-day trips. Globally, more than 40 million passengers are forecast to sail by 2027, up from 29.7 million in 2019, Cruise Lines International Association data shows. That growing popularity is also reflected in the amount of people searching for cruise content online. Social media also gives companies access to new demographics by exposing specific communities to onboard offerings. It’s a symbiotic relationship: cruise influencers get paid to take vacations while the companies gain access to their young followers and people who might not have been exposed to cruising as a viable option.