In a rapidly evolving market, the rise of experience as the new luxury is redefining the future of cruise, Cruise Lines International (CLIA) CEO Bud Darr has said at this year’s Cruise360 event – his inaugural visit to Australia.

With meaningful travel climbing the travel agenda, it’s an arena in which a large proportion of cruise lines now play, he told attendees at the annual event, currently underway in Brisbane.

“Whether it’s on the contemporary end or whether it’s on the luxury or expedition end, we’re capable of offering really unique experiences,” he said. “Not just something that you take home and put on your wrist or you drive around your hometown with the top down.”

The modern cruise, he pointed out, is no longer just for retirees. “A third of cruisers are first-timers… about a third are under 40. The average age is now down to 46.5.” The market is being driven by a new generation of travellers who value exclusive, personalised experiences over possessions – and here the cruise industry is uniquely equipped to deliver.

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It’s a confidence that is borne out across CLIA’s member cruise lines. With 81 ships on order, totalling $71 billion in investment, it’s a positive picture.

“That is also optimism of the equity investment community and of the banking community, that this is an industry that has a good future,” Darr said.

He highlighted a wealth of innovation behind today’s ships, which are not only “better from a guest perspective,” but “constantly improving” in terms of styling, energy efficiency and environmental sustainability.

The role of travel advisors in this picture cannot be understated, Darr stressed, as he reaffirmed CLIA’s commitment to the trade.

“Cruising is about matching the right guest with the right cruise line on the right itinerary,” he said. “It’s our job to protect that.”