• Guest tastes and preferences are changing thanks to external influences that are altering the way guests decide where, and how to travel
• TV, films, books and social media continue to influence destination decisions
• Switching hot destinations for cooler ones with more nature, and taking mid-career breaks for extended travel experiences are also on the rise

Whether it’s switching traditionally hot getaways for something a little cooler or booking the next trip thanks to the latest hit TV show or film, MSC Cruises is revealing five travel trends that are driving guest holiday decisions into 2025 and beyond.

The leading global cruise brand is giving an insight into some important influences that are impacting how holidaymakers are researching and booking cruises, with trends like radical sabbaticals, coolcations, set-jetting and more shifting the way guests are deciding where, and how to travel.

COOLCATIONS ON THE RISE

In 2025, cooler destinations are rising in popularity as travellers seek out milder climates in place of traditional ‘summer sun’ hotspots. More and more holidaymakers are switching walks on the beach for walks in the mountains and sunbathing for basking in breathtaking landscapes. This trend, dubbed ‘coolcation’[1], draws explorers towards destinations that offer natural wonders to discover and pristine landscapes to admire.

Anyone resonating with this trend should look out for MSC Cruises’ itineraries to Northern Europe or Alaska. In 2026, MSC Cruises will set sail for the first time to Alaska. Known for its breathtaking scenery, rugged wilderness, and abundant wildlife, guests will be able to enjoy the region’s unparalleled beauty and rich cultural heritage aboard MSC Poesia sailing from Seattle, U.S weekly throughout summer 2026.

Alternatively, travellers may choose to discover Northern Europe. Whether it be the stunning fjords of Norway aboard MSC Euribia, or discovering the cultural and natural richness of Baltic sea destinations such as Lithuania, Sweden, Estonia, Finland and more with MSC Poesia.

RADICAL SABBATICALS

Over the last few years, with workplaces being increasingly more flexible with remote work, and more companies offering sabbaticals as an employment perk, there’s a heightened eagerness to take extended work breaks in the middle of careers to travel. This has driven the rise of the ‘radical sabbatical’.

MSC Cruises’ World Cruise is the perfect solution, giving people the opportunity to embark on a voyage of a lifetime to circumnavigate the globe without having to repack their suitcase or take endless flights. Departing Europe in January 2025 and 2026 (with the 2027 sailing soon to be revealed), in the comfort of a modern and elegant balcony cabin, guests can experience up to 50 destinations across up to 32 different countries. With alongside day calls that allow guests plenty of time to explore the best that each destination has to offer, the itinerary also offers a number of overnight stays, meaning guests can have even more time to fully immerse themselves in the culture, history and landscapes of the destinations they visit.

SET-JETTING: TRAVEL INSPIRED BY POPULAR CULTURE

Another emerging travel trend for 2025 is ‘set-jetting’, where travellers are inspired to visit a destination because of a book, movie or television series. This phenomenon has gained momentum with the rise of globally accessible streaming platforms, allowing audiences to connect emotionally with the settings of their favourite stories.

With its unparalleled choice of destinations to explore, MSC Cruises offers more than one itinerary featuring some of the world’s most iconic cultural and cinematic landscapes. From sailing aboard MSC Opera in the Mediterranean to discover the stunning old city of Dubrovnik (Croatia), a UNESCO World Heritage Site made infamous by the hit TV show Game of Thrones, to embarking on a journey through the Middle East aboard MSC Euribia, including calls to Dubai and Abu Dhabi (UAE), the set of not one but two Mission Impossible films, or for the ultimate Sex and the City fan, sail from New York City (U.S.) aboard MSC Meraviglia, and follow in the footsteps of Carrie through the streets of Manhattan.

THE CRAVING FOR CULINARY TOURISM  

Food has become much more than just a part of the travel experience, it’s now a driving force behind destination choices. Fuelled by appreciation for diverse flavours, social media’s influence, and a desire to discover new tastes, culinary tourism is surging in popularity. More travellers than ever are now planning trips specifically to explore unique restaurants or culinary experiences, planning to immerse themselves in local food markets, take part in specialist cooking workshops or heading out on a tasting tour.

Not only does MSC Cruises sail to a vast range of famed foodie hotspots such as Naples, Palermo (Italy), Barcelona (Spain) and Buenos Aires (Argentina), but guests can also book a range of culinary shore excursions such visiting charming wineries in the Italian countryside to taste local wine, savouring delicious tapas in Alicante (Spain), or attempting at recreating Greek dishes during a cooking workshop in a family-run olive oil mill located in the heart of the traditional agricultural region of Katakolon (Greece).

Back on board, MSC Cruises’ ships can have up to 11 different restaurants offering unique and authentic gastronomic experiences from all around the world. Offering a mix of traditional favourites and new flavours, guests can continue to explore the world through their tastebuds to complement their exploration ashore.

From tasting farm-to-ocean ethos gastronomy from Swedish chef Niklas Ekstedt at the innovative Chef’s Garden Kitchen on MSC World Europa, enjoying authentic Italian cuisine in the only Eataly restaurant at sea on MSC World America launching next April, savouring flavours of Asia with Kaito Teppanyaki or Kaito Sushi on many ships in MSC Cruises’ fleet, the possibilities for gastronomic discovery are endless.

THE DESIRE FOR ELEVATED ALL-INCLUSIVE HOLIDAYS 

All-inclusive holidays have long been a favourite for their ease and convenience, but there has been a noticeable shift in preferences. Today, travellers are increasingly willing to spend more for an elevated all-inclusive experience that balances traditional simplicity with touches of exclusivity. This evolution caters to a growing desire for thoughtfully curated, high-quality getaways that go beyond the basics.

MSC Cruises redefines the all-inclusive holiday with the MSC Yacht Club. The luxury ‘ship within a ship’ concept offers an elevated and refined all-inclusive concept with private facilities including dedicated restaurant and lounge, 24-hour butler service and private sundeck, all with keycard-only access, and within easy reach of everything a larger ship has to offer.

As standard, MSC Yacht Club guests enjoy an unlimited premium drinks package including the finest spirits and glasses of champagne, limitless Wi-Fi, fully-stocked minibar and access to the MSC Aurea Spa thermal area, all in one single, stress-free booking. Plus, for guests sailing to MSC Cruises’ private island destination in the Caribbean, Ocean Cay MSC Marine Reserve, MSC Yacht Club guest are also afforded exclusive access to Ocean House, where a private beach, restaurant and services await.