Avalon Waterways Survey Reveals Shift to Personalized Travel Experiences
by Marsha Mowers
A new survey from Avalon Waterways finds travellers are increasingly focused on less crowded, more personalized travel experiences.
According to the research, 62% of travellers prefer ships carrying fewer than 150 guests.
“Travellers today are redefining luxury,” said Pam Hoffee, president of Avalon Waterways. “Space. Personalization. Freedom to explore. Smaller ships allow us to deliver all of that – and more – in ways larger ships simply can’t.”
The study also found flexibility and choice play a big part in shaping travellers’ experiences. Nearly all respondents (99%) indicated that having a range of excursion options is important when selecting a cruise, allowing travellers to naturally disperse into smaller groups and avoid large, congested tours.
When it comes to excursion preferences:
- 60% favour classic guided sightseeing
- 20% prefer active options such as biking and hiking
- 16% are drawn to cultural discovery experiences
- 6% opt for independent exploration
These preferences point to a growing desire for customizable, small-group touring that enables deeper engagement with destinations while maintaining a sense of space and autonomy.
“The difference between travelling in a group and travelling with people you’ve gotten to know is significant,” said Hoffee. “That’s one of the most meaningful benefits of a smaller ship experience.”
