Only one in ten Italians books last-minute cruises. Lorusso (Ticketcrociere): “Last-minute bookings on ships are virtually non-existent anymore.”

The data extracted in July 2026 by Ticketcrociere, the leading Italian cruise sales platform, highlight a clear prevalence of early bookings over last-minute ones. Specifically, in the first six months of the year, early booking purchases (departing more than nine months out) were more than double those of last minute (departing within 30 days): out of a total of 3,409 bookings, the former represent 21.06% compared to 9.33% for the latter. More than two out of ten bookings were therefore planned well in advance, while fewer than one in ten was made at the last minute.

“In 2026, we expected a slight increase in the share of last-minute bookings, but even looking at data from previous years, this sales channel now represents a marginal share of the market,” explains Matteo Lorusso, general manager of Taoticket, the parent company that owns the brands Ticketcrociere, Ticketferries.com and Ticketprivatejet.com. “On the one hand, it’s good news for us, because early booking allows for better planning of commercial strategies. However, last-minute bookings almost always guarantee that the reservation will be finalized, a significant variable in a historical period where an international shock can trigger waves of cancellations on hundreds of medium- and long-term bookings.”

The progressive erosion of the formula that revolutionized the world of tourism is not only due to international uncertainty, but also to a series of factors that have changed travelers’ habits.

The three reasons behind the collapse of last-minute cruise bookings

The cruise model is progressively aligning with that of scheduled flights, a mechanism that the high-speed rail sector with Frecciarossa trains has also recently adapted to. Companies operate increasingly larger ships, which must achieve very high occupancy levels to “earn” the break-even point on each individual cruise: dynamic pricing algorithms tend to reward those who book in advance, ensuring companies greater certainty in sales planning.

Moreover, today, a cruise is no longer just “any cabin.” Families look for connecting rooms, suites, or cabins in specific locations on the ship; those who book last minute must choose from the remaining available solutions, often guaranteed cabins or those without a view. This change is influenced, among other things, by the marketing strategies of companies, from MSC Cruises to Costa Cruises, from NCL to Royal Caribbean: by promoting increasingly personalized ancillary services, the cabin is transformed from simple accommodation into a distinctive element of the travel experience.

Finally, there’s the pricing chapter. Data extracted from Ticketcrociere show that in the first six months of 2026, the average cost per person for a cruise was 1,490 euros (819 euros in 2021, +82%), while the average expenditure per booking reached 3,611 euros (2,076 euros in 2021, +74%; 3,093 euros in 2025, +16.8%). Booking 8-12 months in advance therefore allows families not only to better plan their expenses, but also to defer payment for the trip or to manage the reimbursement of any loan requested through Buy Now Pay Later tools with greater flexibility.

“In a highly unpredictable historical period, one might think that people would postpone their decision until the last minute, but the opposite is happening,” Lorusso concludes. “Booking in advance becomes a form of protection, not only financial but also emotional. Those who book close to the departure date often do so not to save money but due to sudden necessities, accepting either to pay higher fares or to take advantage of impromptu offers that usually do not include a series of onboard privileges.”

The overview of destinations adds one final significant element to this scenario: contrary to what one might imagine, early booking by Italians is not driven by exotic destinations or grand long-haul trips but by the Mediterranean. In the first six months of the year, 45% of bookings made well in advance concerned cruises in the Mare Nostrum, while the Caribbean accounted for 18.21%.