Ocean Cruising
Big ships. Bigger variety. And holidays that offer something for everyone.
Not every holiday needs to be about silence and subtlety. For some travellers, the perfect cruise includes skydiving at sea, Broadway shows, waterslides, beach clubs, family fun, and never a dull moment.
This article is for travellers - families, couples, friends, fun-seekers - who want choice, comfort, and a great vibe. These cruise lines deliver modern holidays with maximum variety, outstanding value, and itineraries that suit everything from a short escape to a world cruise.
Whether you're cruising for the first time or the fifteenth, these lines are packed with possibilities.
🚢 Royal Caribbean
Adventure at every turn—onboard and off.
Positioning & Message:
Royal Caribbean is all about fun, variety, and “wow” moments. With jaw-dropping ships, non-stop entertainment, and a sense of adventure, their cruises feel like floating resorts packed with things to do (or not do). Perfect for multigenerational travellers and couples who love variety.
Target Traveller:
Families, multigenerational groups, adventurous couples, foodies, and thrill-seekers aged 25–65+. Great for cruise newbies and return guests looking for big-fun energy.
Standout Features:
- Skydiving, rock climbing, ice skating, and waterslides
- Entertainment includes Broadway’s Back to the Future, AquaTheatre shows, and more
- Wide variety of dining including celebrity chef venues
- Newest ship, Star of the Seas (launching 2025):
- 8 neighbourhoods, 7 pools, 6 waterslides
- Absolute Zero ice arena
- Chief Dog Officer “Rover” onboard!
- Private island Perfect Day at CocoCay—beaches, cabanas, waterslides & snorkelling
Memorable Insight:
Royal Caribbean is for cruisers who like to say “Why not?” and then do it all. Or nothing at all. It’s your holiday, your way.
🚢 Carnival Cruise Line
The fun ships—designed for smiles and good vibes
Positioning & Message:
Carnival is proudly the “Fun Ship” cruise line, offering casual holidays filled with laughter, colour, entertainment, and value. From themed bars to waterslides and comedy clubs, they focus on affordability and inclusivity—with something for everyone onboard.
Target Traveller:
Young families, couples, groups of friends, celebration travellers, and first-time cruisers looking for fun and value.
Standout Features:
- 4 ships operating in Australia and the South Pacific
- Itineraries from 2–14 days to the Great Barrier Reef, Tasmania, Papua New Guinea, New Zealand, and Asia
- Lively onboard atmosphere with waterparks, comedy shows, themed parties
- Wide dining options with multicultural food & casual style
- First cruise line to be certified Sensory Inclusive by KultureCity®
Memorable Insight:
Carnival is fun without fuss. For cruisers who want to laugh, dance, splash, and unwind with the people they love.
🚢 MSC Cruises
European flair with global scale and local touches
Positioning & Message:
MSC is the world’s largest family-owned cruise company, offering global itineraries with a European touch. Their ships range from affordable family holidays to premium experiences like the MSC Yacht Club, which offers a luxury “ship within a ship.”
Target Traveller:
Globally curious travellers, multigenerational families, couples, and eco-conscious travellers looking for stylish, value-packed holidays. A growing favourite among Australians seeking Mediterranean or Caribbean cruises with European vibes.
Standout Features:
- Sails to 5 continents with culturally adaptive onboard experiences
- MSC Yacht Club offers butlers, private pools, exclusive dining
- Dedicated kids’ areas and clubs by age
- New ship MSC World America launching 2025:
- Multi-neighbourhood design
- Next-gen entertainment and eco innovations
- LNG-powered ships with strong sustainability focus
Memorable Insight:
MSC delivers something for everyone—and the Yacht Club is one of cruising’s best-kept luxury secrets.
🚢 Princess Cruises
Refined, reliable, and remarkably easy
Positioning & Message:
Princess offers a sophisticated yet friendly cruise experience with an emphasis on destination immersion, personal service, and intuitive technology. Their MedallionClass® tech makes cruising smarter and smoother—ideal for those who love travel but not travel stress.
Target Traveller:
Adults 50+, couples, and multigenerational groups who value reliability, service, and culture-rich itineraries. Increasingly appealing to first-time cruisers thanks to tech-driven ease.
Standout Features:
- MedallionClass: wearable device for contactless everything (boarding, drinks, location sharing, and more)
- Broad global reach, including Mediterranean, Alaska, Japan, and New Zealand/Australia
- New ship Star Princess (2025) features:
- Piazza-style central hub
- Infinity-style aft pool
- Broadway-style shows at Princess Arena
- High service levels with a premium feel at a competitive price
Memorable Insight:
Princess doesn’t shout—it soothes. A holiday that feels like it’s already taken care of before you board.
🚢 Celebrity Cruises
Modern luxury at sea, with a bold design edge
Positioning & Message:
Celebrity offers a refined experience with modern architecture, high-end dining, and a sleek hotel-at-sea atmosphere. Their Edge Series introduced groundbreaking design features, while The Retreat gives suite guests an all-exclusive oasis.
Target Traveller:
Stylish, midlife travellers aged 40–70. Great for couples, solos, milestone travellers and premium brand lovers who want understated luxury and culture-focused itineraries.
Standout Features:
- Magic Carpet: a cantilevered venue that becomes a bar, restaurant or tendering platform
- The Retreat: private lounge, restaurant, sundeck and butler service
- Celebrity Xcel (launching 2025):
- The Bazaar: immersive cultural space themed by destination
- New VP Prime stateroom class
- Europe, Asia, Alaska, Caribbean, and South Pacific itineraries
Memorable Insight:
Celebrity feels like modern luxury—for the traveller who wants comfort and culture, without compromising on design.
🚢 Holland America Line
Timeless elegance with a cultural twist
Positioning & Message:
Holland America blends classic cruising with contemporary experiences. With music, culinary discovery, and enrichment as central themes, they attract thoughtful travellers who prefer mid-sized ships, personal service, and deep itineraries—especially in Alaska and Europe.
Target Traveller (Scenic):
Adults 55+ seeking comfort, culture, and connection. Often return cruisers and those moving from land touring to a more relaxing, ocean-based rhythm.
Standout Features:
- Mid-sized ships (1,400–2,600 guests)
- Renowned Alaska leadership & exclusive Glacier Bay access
- Culinary immersion with regionally inspired menus
- Music Walk: B.B. King’s Blues Club, Lincoln Center Stage & more
- Strong enrichment and educational programming
Memorable Insight:
Holland America offers elegance without ego. For travellers who want to savour—not rush—their journey.
👉 Is This Cruise Style Right for You?
You’ll love these cruise lines if:
- You’re travelling as a couple, family, or multigenerational group
- You want choice—from fine dining to food trucks, theatre to waterslides
- You’re looking for a short getaway or a grand holiday with lots to do
- You appreciate tech, variety, or accessible luxury at great value
- You want fun your way—quiet or colourful, structured or spontaneous