New research reveals that expert-led experiences have overtaken destinations as the primary decision driver for expedition travel.
Aurora Expeditions surveyed more than 700 expedition travellers across its global network, with over 95 per cent of respondents ranking the expertise of the expedition team as the most important factor when selecting an operator.
This was followed closely by itinerary (94.2 per cent), small ship size (93.3 per cent) and landing opportunities (92.9 per cent).
The findings come as the expedition and adventure cruise sector enters a period of rapid expansion. According to the Cruise Lines International Association (CLIA), global capacity for expedition ships is forecast to grow by 150 per cent between 2019 and 2029.
Demand is already rising in Australia with the number of Aussies embarking on expedition voyages increasing 22 per cent year-on-year from 2024 to 2025.
The heart of expedition travel
From naturalists and historians to polar experts and marine biologists, Aurora employs a knowledgeable team of expedition specialists on every sailing.
Aurora Expeditions director of sales, Steve McLaughlin says the line’s core group of expedition leaders are instrumental in bringing each voyage to life.
“Some of these guys have been with us for over 20 years, a few of them have been with us for over 30 years now. These guys are sort of ‘rusted on’, is a great nautical term to use. They’ve been in the business for a long time, and they act as mentors to a great extent,” he said.
“Whether you’re sitting having dinner with them or out in the zodiac with them, you are learning things along the way. It’s the reason why I’m really good at Trivial Pursuit.”
Trends reshaping the industry
While expedition leaders drove booking decisions, the primary inspiration for embarking on an expedition voyage was wildlife and nature, cited by 74 per cent of travellers.
Adventure and active exploration ranked second at 70 per cent, while bucket list motivation captured 33 per cent of respondents.
Both learning & enrichment and photography provided inspiration to book for 29 per cent of travellers.
Aurora Expeditions global head of product Justin Ewin said that the trends reflect a move away from destinations as the key factor influencing travel decisions.
“It’s no longer just about where you go, but how you experience it. The expertise of the expedition team plays a critical role in shaping that experience, from interpreting wildlife encounters to providing deeper context around the environments we visit. As the category grows, travellers are becoming more discerning,” he said.
Driving repeat explorations
Previously heralded as a once-in-a-lifetime opportunity, expedition cruising has become more accessible for Australian travellers. In fact, approximately 20 per cent of Aurora Expeditions’ passengers are repeat guests.
The Australian-owned company takes Aussies closer to some of the world’s most remote locations with purpose-built vessels designed for responsible travel.
McLaughlin says that a key drawcard for international guests is Aurora’s commitment to honouring its Australian heritage.
“I think egalitarianism is something that’s very, very deeply rooted in this company,” he said.
“I love the fact that you can be the person in the captain’s suite, or you could be the person in the smallest cabin, and you will share the same zodiac, and you will sit at the same table for lunch and dinner.”
Solo travel accelerates
Solo travel is also emerging as a key trend in the sector, with 26 per cent of Aurora passengers embarking solo on sailings across the globe.
CLIA data also reveals that 12 per cent of travellers chose to sail solo in 2024 – double the number recorded in 2023.
In response to this, Aurora Expeditions has expanded solo capacity across its fleet. Its newest vessel, Douglas Mawson, was built with dedicated solo cabins and up to 10 solo staterooms per sailing, with no single supplement.
“I think that being able to react to the market is something that we’ve been very, very good at,” McLaughlin said.
So good, in fact, that the line is launching its first women-only expedition to Antarctica in February 2027.
Sailing on board Sylvia Earle, the voyage will feature a women-only expedition team and guest speakers like former NASA astronaut Sandra Magnus and award-winning travel photographer and writer Lola Akinmade Åkerström.
From its expert-led approach to its willingness to challenge cruising conventions, McLaughlin says that Aurora Expeditions continues to set itself apart in a rapidly expanding market.
“I think maybe it’s in our DNA – when people are zigging, we zag,” he said.
