Over the past year, a noticeable shift has been emerging in how UK travellers plan their holidays, blending the appeal of cruising with the flexibility of extended land-based stays. The model, often referred to as Cruise & Stay, is quietly gaining traction, and it says a lot about what modern travellers want from their time away.
While traditional cruise itineraries are far from disappearing, the increasing popularity of this hybrid format points to a broader trend: people are looking for more control, more variety, and more ways to personalise their travel experiences.
A Shift in Priorities
Cruise & Stay combines the structure of a cruise with set itineraries, onboard accommodation, and pre-arranged destinations alongside a land-based extension either before or after the sailing. That might be a few days in Rome before boarding a ship, or a week in the Caribbean after disembarkation. This format allows for deeper exploration without committing entirely to a cruise-only or land-only model.
According to travel retailers who specialise in cruises, interest in these dual-format packages has grown substantially in the past 12 months. Dedicated teams have been set up to handle Cruise & Stay enquiries, with some companies reporting that demand for these combinations now matches or exceeds traditional cruise bookings.
While exact figures vary across the sector, internal reports suggest that Cruise & Stay bookings now account for a significant share of new holiday enquiries, doubling in some cases year-on-year.
Why the Appeal?
There are a few key factors behind this shift:
- Flexibility: After years of disrupted travel due to the pandemic, many holidaymakers want to make the most of every trip. The Cruise & Stay model, such as that of Bolsover Cruise Club, gives travellers the option to explore cities, beaches, or resorts in more depth, rather than feeling rushed.
- Personalisation: Hybrid travel plans allow people to tailor holidays to their interests. Some may prioritise cultural city breaks, while others prefer a few days of relaxation before joining a cruise itinerary.
- Reduced Pressure: For first-time cruisers, the idea of spending the entire holiday at sea can feel like a big commitment. Combining cruise elements with a land stay offers a way to test the waters, so to speak.
- Convenience: Many packages include flights and transfers, meaning the logistics are streamlined, something that’s increasingly valued in an age of ongoing airport delays and fluctuating airline schedules.
How the Industry Is Responding
While Cruise & Stay isn’t a new concept, its current momentum has prompted travel retailers to adapt their offerings. Several now feature curated combinations, such as Mediterranean cruises paired with short breaks in Barcelona, or Caribbean sailings that begin with resort stays in Florida.
Behind the scenes, dedicated support teams have emerged to handle these multi-part journeys, which are inherently more complex than a standard cruise booking. The growing demand has also encouraged partnerships between cruise lines, airlines, and hotel providers, making it easier to piece together seamless itineraries.
What was once considered a niche or luxury offering is now entering the mainstream, as more UK travellers seek out experiences that feel tailored without being overly complicated.
Is This the Future of Cruise Travel?
It’s too early to say whether Cruise & Stay will become the dominant format for cruise holidays, but its growth signals changing attitudes toward leisure travel. The pandemic altered not just where we go, but how we go, and for many, flexibility now outranks novelty.
The rise of hybrid travel reflects that change. It acknowledges that one size doesn’t fit all, and that more people are looking for control over the pace and shape of their holidays.
For businesses in the travel sector, this also presents new challenges and opportunities: how to support customised itineraries, manage layered logistics, and cater to a generation of travellers who expect more choice, without added friction.
Takeaway:
The Cruise & Stay model is a response to a wider cultural shift, one where travellers value autonomy and variety. As traditional travel formats evolve, hybrid experiences like this could become a key part of how we redefine “getting away” in the years ahead.