The expertise of an expedition team has overtaken destination as the most important factor influencing travellers’ booking decisions, according to new research released by Australian-owned expedition operator Aurora Expeditions.
The findings suggest a significant shift in traveller behaviour as the expedition cruise sector continues to expand globally, with travellers increasingly prioritising knowledge, interpretation and immersive experiences over simply ticking destinations off a bucket list.
Expertise becomes the key decision driver
Aurora Expeditions surveyed more than 700 expedition travellers and found that 95.3 per cent ranked the expertise of an expedition team as the most important consideration when selecting an operator.
Itinerary ranked second at 94.2 per cent, followed by small ship size at 93.3 per cent and landing opportunities at 92.9 per cent.
The results come amid strong growth in the expedition cruise market. Cruise Lines International Association (CLIA) forecasts global expedition and exploration cruise capacity will increase by 150 per cent between 2019 and 2029.
Closer to home, Australian demand is also rising, with the number of Australians taking expedition voyages increasing from 9,000 in 2024 to 11,000 in 2025.
Travellers seeking deeper experiences
Wildlife and nature encounters remain the leading motivation for expedition travel, cited by 74 per cent of respondents.
Adventure and active exploration followed closely at 70 per cent, while learning opportunities and photography were each identified by 29 per cent of travellers.
Aurora Expeditions Global Head of Product Justin Ewin said travellers were becoming more selective about the quality of the experience on offer.
“It’s no longer just about where you go, but how you experience it,” Ewin said.
“The expertise of the expedition team plays a critical role in shaping that experience, from interpreting wildlife encounters to providing deeper context around the environments we visit.”
During its most recent Antarctic season, Aurora Expeditions delivered more than 800 landings across more than 30 voyages, supported by a guide-to-guest ratio of one guide for every seven guests.
Repeat and solo travellers on the rise
The research also highlights changing behaviours among expedition travellers, with repeat travel becoming increasingly common.
Approximately 20 per cent of Aurora Expeditions’ passengers are repeat guests, returning to explore new regions rather than viewing expedition cruising as a one-off experience.
Meanwhile, solo travel continues to gain momentum across the cruise sector.
According to CLIA, 12 per cent of cruise travellers sailed solo in 2024, double the level recorded the previous year.
Aurora Expeditions reports an even higher figure, with solo travellers accounting for 26 per cent of its passenger base.
In response, the company has expanded dedicated solo accommodation aboard its newest vessel, Douglas Mawson, offering up to 10 solo staterooms per voyage without a single supplement.
Growth reshapes expedition cruising
The findings reinforce a broader evolution within the expedition sector as operators increasingly focus on educational programming, expert-led experiences and smaller group exploration.
As capacity grows and competition intensifies, the ability to deliver meaningful engagement and specialist knowledge is emerging as a key differentiator for expedition cruise brands seeking to attract increasingly experienced and discerning travellers.
