Swan Hellenic cruises eying Millennial, Gen Z travellers with 5-star ship SH Diana

When you think about the typical cruise passenger, it evokes images of happy retirees living their best tropical shirt lives, and while campy, it does speak certain truths to cruising demographics.

According to the Cruise Line International Association’s (CLIA) State of the Cruise Industry Outlook report in 2019, more than 29 million people cruised that year. Of that number, 65 per cent were age 40 and older. But a combination of increased disposable income of younger travellers, a global pandemic that encouraged a “YOLO” wanderlust mentality, and cruise lines leaning into a deeply experiential model that resonates with younger demographics, the average age of cruisers is slowly dropping.

While the typical age of a cruise passenger isn’t rapidly decreasing by any means—the average age decreased from 58 in 2014 to 53 in 2019—certain cruise niches stand out when it comes to courting allusive Millennials and Gen Z-ers.

One of those niches is expedition cruising, a smaller format-syle cruise, that’s often more immersive and personal than its big ship counterparts. While those mammoth-sized boats can house 6,000 people, expedition cruises focus on a more tailored, luxury experience, most evident in its size and unique destinations.

Expedition ships can access much more secluded, “unspoiled” destinations that are exclusive and have unique activities than the average cruise port that caters to thousands of visitors a day cannot offer.

SH Diana’s 'bucket list' locales and interiors straight out of a chic Millennial mood board

Cue the relaunched Swan Hellenic Cruise Lines; resurrected in July 2020 from its original namesake, which began in the 1950s. Embracing a new era of curious cruisers, Swan Hellenic debuted its newest ship in May. The SH Diana, completed in December 2022, is a polar-class expedition ship built to explore the Arctic and the Antarctic, as well as journey to other underexplored-by-cruisers, adventure-oriented destinations, like the coastlines of Africa and the ports of the Red Sea.

Many of SH Diana’s destinations already mark “bucket list” locales. But where Swan Hellenic may truly appeal to potential younger cruisers is its particular emphasis on self-care, treat yourself luxury blended with its high adrenaline, exploratory, and exclusive excursions.

The SH Diana, outfitted for 192 guests housed across 96 staterooms, looks like it’s a floating five-star hotel. In fact, every part of the ship’s decor and style leans into the idea of refined elegance with its crisp, nature-inspired interiors and modern artwork. It almost seems borne out of a Millennial’s chic mood board.

“This ship has a youthful, contemporary Scandinavian design, younger crew ... open-minded, curious, adventuresome, chic. It will get younger folks to see the world by sea and not just by land,” Valerie Wilson, the vessel’s “godmother” during the ship’s naming ceremony in Amsterdam said.

Wilson went on to highlight how SH Diana’s nearly one-to-one crew-to-passenger ratio lends itself to the highest level of personal service.

Aside from being “aesthetic” (hey there, Gen Z), younger cruisers will be delighted by SH Diana’s excursions. While certain activities like cultural walking tours are included in the cruise fare, travellers can pay to add on other, more intensive excursions that run the gamut of hiking to helicopter rides.

From the excursions, travellers will be welcomed back onboard after their thrilling adventures by warm, gregarious staff and the most sumptuous, high-class amenities. Recently announcing a culinary partnership with JRE-Juenes Restaurateurs, Swan Hellenic’s newest collaboration seeks to marry its mission of discovery with gourmet, sustainable, and local foods. And with 24-hour room service and no forced seatings, dining options are flexible when needed and formal when wanted.

Potentially the most memorable and luxurious amenity for any young traveller looking to unplug for self-care is SH Diana’s spa complex, the perfect venue for a healthy dose of disassociation. Featuring an indoor-outdoor sauna setting, an extensive menu of services, and some of the most standout staff on board, the SH Diana’s spa is a spectacular space to enjoy getting pampered while being surrounded by Insta-worthy views.

What to expect with the $13,000 price tag

So what will this contemporary, adventurous, and dare we say hip experience cost you? Travellers can expect to spend a premium, with itineraries like a 13-day Norwegian itinerary weighing in around $13,000.

But with the hefty price tag, comes some incredible amenities including regional flights to the port of embarkation/disembarkation, transfers from the airport to the cruise ship, a night of pre-cruise accommodations at a true four or five star hotel, selected excursions, food and beverage, wifi, gratuities/port taxes.

Cruisers can also book itineraries with a down payment with the balance to be paid 60 days before departure, which gives travellers an opportunity to save and plan.

Perhaps, in the near future, cruises will see a dip in the average cruise age, with companies like Swan Hellenic leading the youthful charge, with culinary luxury infused with once-in-a-lifetime adventure.