Cruisers Are More Adventure-Driven Than Many Think, Barclays Survey Finds
Cruisers may have a reputation for choosing convenience over adventure, but new research from Barclays suggests the opposite could be true.
A new Barclays 2026 Travel Rewards and Loyalty Report found that 75% of cruisers prioritize exploration and new experiences, compared with 59% of all adults surveyed. Another 60% of cruisers said exposure to new cultures matters when traveling, versus 48% of respondents overall. Furthermore, 66% of cruisers said they prefer trying something new over choosing familiar experiences, compared with 54% of all adults.
Barclays framed the findings as a “cruise myth busted” moment in its report, arguing that modern cruising increasingly appeals to travelers who want both convenience and discovery.
The survey of 1,002 U.S. adults with rewards credit cards was conducted between March 11 and 13, 2026, offering a snapshot of traveler sentiment before a summer marked by renewed geopolitical tensions and growing concerns around global travel uncertainty. Public relations firm Burson conducted the survey on behalf of Barclays.
Anxiety in the Age of Escape
Beyond cruising specifically, the Barclays report painted a picture of travelers who increasingly view vacations through the lens of uncertainty.
The study found that 55% of travelers tend to over-plan vacations to avoid surprises, while 64% worry about personal safety and security at their destination. Another 61% worry about the safety of their belongings while traveling.
News headlines are also shaping travel decisions more than before. About 32% of respondents said news and current events influence where they ultimately decide to vacation.
Those findings may carry even more weight now than they did in mid-March, given how quickly global tensions and security concerns can reshape traveler confidence and planning behavior.
AI Enters the Vacation Chat
One of the report’s most notable findings centered on how quickly artificial intelligence is becoming embedded in travel planning.
Barclays found that 57% of rewards cardmembers already use AI for travel-related purposes. Travelers are increasingly turning to AI tools to reduce decision fatigue, compare prices, build itineraries, and simplify planning.
Nearly half of respondents said they are comfortable using AI to find the best deals on flights and accommodations, while 43% use AI to create personalized itineraries based on their interests. Another 44% use AI for advice on local customs and etiquette.
For cruise travelers, the growing use of AI could eventually intersect with itinerary planning, shore excursion recommendations, loyalty programs, and onboard personalization as cruise lines continue investing in digital passenger experiences.
Rewards, Upgrades, and the Search for Value
The broader survey also found that travelers are becoming more strategic with rewards programs and loyalty points as they look to stretch travel budgets further.
About 71% said getting a “great deal” is very important when planning a vacation, while 76% said they would be more likely to select upgrades if they could use points or miles instead of cash.
The report found that many travelers increasingly view rewards programs as tools that reduce stress and add flexibility during uncertain travel periods.
