Main image credit: Fellipe Ditadi
New consumer survey data from Wanderlust Magazine has revealed a mature, experience-hungry audience with a strong interest in expedition cruising.
The survey, which polled UK-based readers (58% women, average age 58) found that:
- 35% have already taken an expedition cruise, averaging two trips each
- Of those yet to travel, 70% say they would like to, and 54% hope to within five years
- 82% would book through a tour operator, highlighting trust in curated, expert-led travel
- 32% of travellers surveyed said they travelled solo
Among those who had taken an expedition cruise, wildlife encounters (75%), access to hard-to-reach destinations (74%), and learning from experts and lecturers (44%) were the top motivations.
Despite strong interest, some barriers remain:
- 80% cited cost as a discouraging factor
- 31% worried about rough seas or seasickness
- 17% flagged concerns about physical demands
- Yet notably, 20% said nothing discourages them and that they are ready to book.
When it comes to future destinations, travellers’ top choices included:
- Greenland (70%)
- Antarctica (65%)
- Svalbard and the Arctic (64%)
- Galápagos Islands (53%)
- Canadian Arctic (48%)
- Patagonia and Chilean Fjords (pictured) (46%)
- Alaska (43%)
- Iceland (38%)
Emerging destinations such as the Amazon, Subantarctic Islands, Raja Ampat, and even the Great Lakes also featured strongly, signalling a hunger for diversity and in-depth exploration.
Akvile Marozaite, CEO of ECN, said: “These travellers are not just checking off bucket-list destinations – they’re learning, contributing, and connecting.
“The fact that the core expedition cruise audience sits firmly in the third quarter of life, and will likely remain so in the future, is both inspiring and thought-provoking. I hope our members take this knowledge from leading voices in the sector and adapt their businesses accordingly.”
The research was presented at The Expedition Cruise Network (ECN) Conference, held at Glaziers Hall in Central London on September 30 and October 1.
These findings were backed up by a keynote from Avivah Wittenberg-Cox, CEO of Livingto100.com, who urged the industry to adapt to a world where many people are likely to live more than 30 years longer than a century ago , and where travellers aged 50–75, the so-called “Q3 Consumer”, represent one of the most under-served market segments.
“These are not the ‘older travellers’ of cliché,” said Wittenberg-Cox. “They are the most curious, committed, and capable explorers today – and they’re just getting started.”
Her data underscored the economic weight of this group:
- The 50+ population contributes £847 billion per year to UK plc
- Travellers aged 60+ account for 76% of £100k+ holidays in the UK
- Yet only 5% of advertising targets over-50s, despite this group expected to make up 63% of consumer spending by 2040.
Wittenberg-Cox painted a picture of a generation that is digitally literate, physically active, financially powerful, and eager to explore.
Together, these findings unveil the shifting demographics shaping the future of expedition travel.
