Avalon Waterways has unveiled new research showing a clear shift in traveller preferences towards smaller, more personalised cruise experiences, with 62 per cent of guests favouring ships carrying fewer than 150 passengers.
The findings reinforce a broader trend towards what the cruise line describes as more intentional travel, where space, flexibility and connection take priority over scale.
Smaller ships deliver more personalised experiences
Avalon Waterways’ fleet has long been designed around this philosophy, with its Suite Ships accommodating an average of 150 guests – around 30 per cent fewer than many traditional river cruise vessels.
According to Avalon Waterways president Pam Hoffee, modern travellers are redefining luxury through greater personalisation and freedom.
“Travellers today are redefining luxury. Space, personalisation, freedom to explore. Smaller ships allow us to deliver all of that – and more – in ways larger ships simply can’t,” Hoffee said.
The benefits of fewer guests extend across the onboard experience, including:
- More personalised service
- Increased space throughout the ship
- Easier embarkation and exploration
- A more relaxed onboard atmosphere
Flexibility and choice drive booking decisions
The research also highlights the importance of choice, with 99 per cent of Avalon guests saying a variety of excursions is a key factor when selecting a cruise.
Avalon’s offering includes up to 28 Avalon Choice excursions on select itineraries, allowing guests to tailor their journey. Preferences vary across travel styles:
- 60 per cent prefer classic guided sightseeing
- 20 per cent opt for active experiences such as biking and hiking
- 16 per cent seek cultural discovery experiences
- Six per cent favour independent exploration
This approach supports smaller touring groups, fostering stronger connections between travellers and local guides.
Designing space for comfort and connection
Avalon’s small-ship approach is reflected in both accommodation and public spaces. Panorama Suites, which span two decks on each vessel, are approximately 15 per cent larger than the industry standard and feature wall-to-wall windows with beds facing the view.
Onboard venues, including the Panorama Lounge and Sky Deck, are designed to comfortably host all guests, while smaller spaces offer quieter areas for relaxation.
With river cruising continuing to grow in popularity, Avalon Waterways believes its long-standing focus on smaller ships positions the brand strongly to meet evolving traveller expectations.
