While mega-ships dominate headlines with their record-breaking capacities, new research suggests British holidaymakers are setting sail for a different experience. A major survey has revealed that mid-size cruise vessels are the preferred choice for UK passengers planning their 2026 getaways.
Passengers Vote with Their Bookings: Size Matters
The study, conducted by leading travel agent cruise.co.uk, polled almost 700 passengers to understand what influences their holiday choices at sea. The findings, released on Tuesday 16 December 2025, show that vessel size plays a pivotal role in the decision-making process.
Despite the fanfare surrounding new leviathans like MSC World America and Royal Caribbean’s Star of the Seas – each capable of hosting over 4,000 guests – only nine per cent of respondents favoured these giant vessels. The clear winner was the mid-size category, typically carrying between 1,001 and 2,500 guests, which was favoured by 41 per cent of those surveyed for their 2026 plans.
Large ships with a capacity above 2,500 passengers still appeal to a significant minority, chosen by a third of respondents. Meanwhile, around 15 per cent expressed a preference for smaller, more intimate vessels.
Destinations and Deals: What Drives Cruise Bookings?
The research went beyond ship size to uncover the primary motivations for booking a cruise holiday. The standout factor was the opportunity to visit multiple destinations, cited by 39 per cent of passengers.
Financial considerations also weigh heavily. A fifth of respondents said perceived value for money was their main driver, while 28 per cent admitted a lower starting fare or special offer would tempt them to book. A further 24 per cent said all-inclusive pricing would encourage them to commit.
On-board facilities and relaxation opportunities were the key motivator for 10 per cent, and just six per cent were primarily booking to celebrate a special occasion.
Mediterranean Reigns Supreme for 2026 Sailings
When it comes to choosing where to sail, classic European waters continue to captivate British travellers. The Mediterranean was named the number one choice for a 2026 cruise by a quarter of all respondents.
The Caribbean came in second, favoured by a fifth of those surveyed. Northern Europe attracted 11 per cent of the vote, while eight per cent were keen to explore Asia and seven per cent set their sights on Australasia.
Tony Andrews, Managing Director of cruise.co.uk, commented on the findings: “The strength of demand for both classic Mediterranean sailings and long-haul itineraries shows just how broad the appeal of cruising has become. As we look ahead to 2026, travellers can expect more ships, more choice and more ways to tailor a cruise to their preferences. The market has never offered so much variety - there really is something to suit every taste and budget.”
The research underscores a market that is maturing and segmenting, offering everything from intimate voyages to floating mega-resorts. For 2026, however, it appears the goldilocks ‘just right’ option of the mid-size ship is steering the course for the majority of UK cruise passengers.
