Australian Travellers Shift to Intimate Small-Ship Cruises, Data Shows
Australian travellers are increasingly opting for cruises on ships with fewer than 250 guests, marking a significant trend in the travel industry. This shift includes a growing interest in expedition cruises and bespoke small-ship experiences, as revealed by new data from digital travel marketing agency Adido.
Surge in Search Interest for Smaller Vessels
In collaboration with small-ship cruise line Unforgettable Croatia, Adido analysed four years of Australian search data from 2022 to 2025. The findings indicate a 64 per cent increase in travellers seeking out small ships over the last two years. Adido aggregated searches across dozens of cruise lines that carry less than 250 guests, not just focusing on Unforgettable Croatia.
- Searches for "expedition cruising" have quadrupled over the past four years.
- Collective brand searches rose by 22 per cent in 2025 compared to 2024.
Mainstream Adoption and Customer Preferences
Unforgettable Croatia co-founder Graham Carter notes that small-ship cruising has moved firmly into the mainstream for Australian travellers. "We're seeing that reflected directly in both enquiry levels and booking patterns," Carter says. "Guests are increasingly drawn to more intimate ships, destination-focused itineraries and experiences that feel more immersive and personal."
Adido chief executive Andy Headington adds that the firm's latest search analysis shows small ship and specialist cruise brands are gaining visibility. "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," he explains.
Industry Response and Promotional Offers
Unforgettable Croatia, a leading Croatia specialist that focuses on small ship cruises and luxury private tours, is currently running an "Unforgettable February Sale" until Monday, March 2, 2026. This promotion offers up to US$500 off per cabin on selected cruises in the Adriatic. On land, the company specialises in touring destinations such as Dubrovnik, Split, Hvar, and Korcula.
The trend towards smaller vessels reflects a broader desire among travellers for unique, tailored experiences that prioritise intimacy and connection with destinations over mass tourism.
