The purpose of this study on Cruise Lines & Health and Wellness Trends is to explain the significance of health and wellness trends within the tourism industry, specifically the cruise line industry, and recommend that cruise lines implement changes to their food and beverage offerings for a continued competitive edge. Research was completed on the cruise line industry, today’s health and wellness trends, and how cruise lines are currently catering towards as many guests’ preferences as possible. Interviews were completed with a variety of crew members aboard a recently launched cruise ship. These four employees, to be kept anonymous, were asked questions regarding general demographics, their thoughts on guests’ dining preferences, and whether or not their company was successful in incorporating current health and wellness trends. This particular cruise line appeared to provide many tools to be healthier onboard; however, the crew members agreed that there is room for improvement and a need to focus on a younger demographic.
As mindsets on wellness change, dietary restrictions become more prevalent, and there is more food and beverage innovation, the general public desires more options in daily life. Holistic wellness trends and plant-based options are being welcomed into many personal routines. With substantial commitments and dietary restrictions, guests onboard cruises need additional food and beverage options. Values of Millennials and Generation Z will also need to be considered as they mature into adulthood and gain more buying power. Both generations value experiences over material items, holistic wellness, and inclusivity. Thus, minor additions of plant-based, allergy-friendly, and/or nutritional items onboard would be beneficial to ships within the rapidly growing cruise line industry. Many cruise lines have already begun to make slight changes to their menus and selections, such as plant-based juice bars and notations on menus for vegan or allergy-friendly items. While it is difficult to satisfy all, cruise lines must be more proactive in catering to the lifestyle changes being made by guests if they hope to remain competitive in the leisure travel market.