The big trend of thinking small

Australian travellers are searching for cruises on ships with fewer than 250 guests.

That includes expedition cruises and bespoke small-ship cruises.

Digital travel marketing agency Adido has new data showing the significant interest in this style of cruising.

In conjunction with small-ship cruise line Unforgettable Croatia, the Adido team analysed four years of Australian search data, from 2022 to 2025, and found a 64 per cent increase in travellers seeking out small ships in the last two years.

But Adido didn’t just look at Unforgettable Croatia — it aggregated searches across dozens of cruise lines which carry less than 250 guests.

+ Searches for “expedition cruising” have quadrupled over the past four years.

+ Collective brand searches rose by 22 per cent in 2025 versus 2024.

“Small-ship cruising has moved firmly into the mainstream for Australian travellers,” Unforgettable Croatia co-founder Graham Carter says.

“We’re seeing that reflected directly in both enquiry levels and booking patterns.

“Guests are increasingly drawn to more intimate ships, destination-focused itineraries and experiences that feel more immersive and personal.”

Adido chief executive Andy Headington says the firm’s latest search analysis shows small ship and specialist cruise brands are gaining visibility.

“We’re seeing particularly strong gains around expedition and small-ship terminology, alongside sustained growth in brand searches, which typically indicates a more informed and conversion-ready customer,” he says.

+ Unforgettable Croatia, which specialises in small ship cruises and luxury private tours and is a leading Croatia specialist, has an “Unforgettable February Sale” which ends on Monday, March 2, 2026. There is up to US$500 off per cabin on selected cruises in the Adriatic.

On land, it specialises in touring in Dubrovnik, Split, Hvar and Korcula. unforgettablecroatia.com