INTERNATIONAL. Seatrade Cruise Global and The Moodie Davitt Report have jointly published the Cruise Retail Trends Survey 2026, which underlines how the cruise retail sector is undergoing rapid transformation as it adapts to evolving consumer preferences, operational challenges and technological advancements.
The report’s appearance coincides with Seatrade Cruise Global – the world’s leading gathering of cruiselines worldwide – which runs from 13-16 April in Miami.
A series of dedicated retail sessions, organised by The Moodie Davitt Report, take place on 14 and 15 April, with participation from leading cruiselines, concessionaires and brand owners. Click here for more on the agenda.
The survey, which is available via this link (or click on the cover image), analyses survey data from industry professionals to identify key trends, challenges and opportunities shaping the future of cruise retail.
It places a spotlight on the growing importance of experiential retail, sustainability, and destination merchandise, alongside the need for technological innovation to enhance guest experiences and operational efficiency.
The survey reveals how those polled consider the challenges in managing onboard retail operations. Enhancing the guest experience is the top concern, cited by 32%, highlighting the need for exceptional service and customer satisfaction in a competitive industry.
On the evolving mix, the vital role of destination stood out (as the most sought-after category cited), with 40% of respondents prioritising location-specific items that create a memorable connection to travel experiences.
Within beauty, niche fragrances (cited by 18%) is high on the category agenda for many retailers in particular, which mirrors broader global interest.
A focus on jewellery & watches speaks to perennial demand for that sector across cruise and the emphasis on rare & fine spirits reflects consumer interest in premium offerings that elevate the onboard experience.
Also reflected in the findings was the need for diversity in the assortment, with an emphasis on local; demand for immersive shopping experiences; tailored and personalised solutions and the appeal of enhanced sustainable and ethical choices onboard.
Of the categories with most potential for growth in cruise, respondents overwhelmingly cited destination, followed by fine jewellery, logoed merchandise, cosmetics and pre-loved luxury in the top five.
The survey asked how the industry sees the evolution of retail and what will create most impact on the guest experience. Some 48% of respondents cited integrated retail and live showcase spaces as critical for the future.
New store formats, such as open-plan spaces and pop-up stores were each cited by 39% of participants.
Pre-order and e-commerce, picked by 29% of respondents, highlight the increasing role of digital solutions in onboard retail.
The findings will be presented at the retail sessions today (14 April) and discussed by a panel of industry leaders including Starboard VP & General Manager for Royal Caribbean Claudia King-McWilliams, Harding CEO Chris Matthews and Global Ports Holding VP Retail & Ancillary Revenue Andres Villalever. We will feature highlights from the event in words and images.
For the full Cruise Retail Trends Survey, click on the cover image above. 🛳️
