Skift Take

Cruise lines would be smart to pay more attention to solo travelers, who are often willing to pay for high-end rooms and spend a lot onboard. A single-minded focus on couples and families will leave money on the table.

… But with the exception of Norwegian Cruise Line and its successful Studio cabins, the mainstream cruise brands seem to be distancing themselves from other travel providers in their treatment of single-occupancy passengers.

Sunset on deck

Norwegian is currently the only major cruise line that caters to solo cruisers. Photo by Samantha Beddoes.

The idea that solo travelers only want the cheapest cabin available runs counter to the experience of the luxury and specialty lines. If solos book the higher-end lines, why wouldn’t they also book higher-level cabins on the mainstream brands if given a reasonable supplement?

However, cruise lines concede that solos spend significantly more per diem than double occupancy travelers in lucrative revenue areas such as casino play, shore excursions, spa treatments and bar bills. This is because solos often are looking for opportunities to socialize, so they typically spend more time in public, revenue-producing areas of the ship.


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