Artificial intelligence is emerging as a key driver for global cruise industry development, as confirmed at the 15th International Cruise Summit (ICS 2025), held on 18–19 November in Madrid. Executives from more than 25 international cruise lines, ports, tour operators, travel agents and industry specialists analyzed the major challenges and new directions of a sector that continues to grow rapidly.
AI at all levels of operation
The discussion focused on how AI is transforming operational efficiency: from itinerary creation and digital shopping experience to environmental impact prevention. For example, Expedia has unveiled an AI travel planner that is expected to be used by 400 million travelers, while e-Hoi Group is preparing its own digital sales assistant.
Despite the rapid progress, experts stressed that human decisions remain crucial in itinerary planning, while in business models, artificial intelligence already offers significant benefits with more accurate forecasts and automation.
Record passenger numbers and economic impact
In 2024, cruising reached 35 million passengers worldwide, contributing to 440,000 jobs in Europe and a total economic impact of $198 billion — an 18% increase compared to the previous year. However, as highlighted in ICS 2025, governments are not sufficiently recognizing the benefits for local communities, adopting new taxes that negatively affect the market. The conference highlighted the need for a unified and more effective communication of the industry’s value, especially at a time when it is leading the way in sustainability.
The launch of the luxury segment
The luxury sector is growing three times faster than the general average. Hotel brands such as Ritz-Carlton, Four Seasons, Orient Express and Aman are expanding dynamically at sea.
An interview with Jonathan L. Wilson, President and CEO of Aman at Sea, revealed details about the ultra-luxury yacht Amangati, which will begin sailing in the summer of 2027. With 94 passengers and 207 crew members, the ship will offer experiences such as helicopter transfers, large suites with a Japanese aesthetic and stops at completely exclusive destinations. “Luxury is something that money cannot buy,” said Wilson, explaining that the goal is to create unique memories.
New experiences & social media content
Both luxury and standard companies are now focusing on experiences that differentiate the trip: themed itineraries from movie sets, but also original transfers, from routes through film filming locations to the transformation of a simple transfer from the airport to the ship into a train excursion through a natural park.
Such experiences are also “golden material” for social media, which is now considered a key promotion and sales channel.
With climate change raising temperatures to 45°C in popular European cities, classic day trips are becoming increasingly difficult. Cities and companies are developing contingency plans, while the advantages and disadvantages of afternoon or evening approaches were discussed at ICS.
The International Cruise Summit 2026 will take place on November 10–11 at the Meli? Castilla hotel in Madrid.
