Beyond Wave Season: 4 Trends Shaping How Travelers Plan and Book Cruises
Cruise travel is evolving beyond the traditional Wave Season. New consumer intent data from Verve reveals how travelers are researching and booking cruises, from the growing role of AI in trip planning to changing search trends, brand preferences and the continued importance of price and value. Discover the full report here.
Key Findings
1. Cruise planning doesn’t stop when Wave Season ends
January to March remains an important period, but search behavior shows that cruise interest can continue building well into spring. For travel marketers, that means there’s a reason to keep engaging prospective cruisers beyond the traditional Wave Season window.
2. Most prospective cruisers are still deciding
Among surveyed travelers considering a cruise in the next 12 months, 73% haven’t made a decision yet. Only 21% have already booked, leaving a large audience still weighing where to go, which cruise to choose and when to book.
3. Cruise lines need to win travelers’ attention early
Travelers appear to narrow their choices quickly. Nearly 91% of Americans searching for a cruise line engage with just one brand, and specific ships account for almost 9 in 10 branded cruise searches. New ships, refurbishments and new itineraries can therefore be important moments for getting onto travelers’ shortlists.
4. AI may inspire the trip, but price still matters most
AI is becoming part of how travelers explore cruise brands and options, while search continues to play a role as they compare prices and deals. Ultimately, value remains central: 60% of surveyed travelers said price and value were the most important factors when booking.
What else is shaping cruise travel in 2026? Download the full report for more insights into traveler preferences, search behavior and the changing path to booking.
Media contact
Corentine Aronica
Corporate Communications Director
[email protected]
About Verve
Verve is the mobile-first Advertising Intelligence platform connecting advertisers and publishers across the open internet. Guided by its mission, “Let’s make media better,” Verve combines proprietary mobile data, AI-powered intelligence and premium media to help advertisers achieve measurable business outcomes while enabling publishers to maximize the value of their audiences. Built for a mobile-first world, the platform reaches consumers across in-app, connected TV and other emerging channels, offering a transparent, high-performing alternative to walled gardens.