© 2026 Travel News Today. All Rights Reserved.
As the demand for sustainable travel rises, the cruise industry finds itself at a crossroads. While environmental consciousness is notably increasing among consumers, especially younger generations, traditional preferences for pricing and destination remain dominant in the current expedition and luxury cruising markets. Industry insiders reveal that cruisers may not be ready to endorse a sustainability-related premium, as customers prioritize desirable locations and cost above eco-friendly initiatives. The shifting consumer landscape suggests that this narrative may evolve over the coming years. Gerry Larsson-Fedde, COO of Hurtigruten, mentions a generational difference in attitudes towards the environment. His observations of Generation Z indicate…