Ultimately, we aimed to ensure that when travelers began dreaming about their next escape, Princess Cruises was the brand that made them want to sail.
Cruising experienced record global growth, with ~37+ million people cruising worldwide in 2025, making it one of the fastest-growing sectors in tourism. The industry now represents a $70+ billion global market, fueled by new ships, younger travelers discovering cruising through social media, and a powerful loyalty loop, 82% of cruisers say they plan to cruise again.
In 2025, Princess Cruises set out to modernize how the brand shows up in travel storytelling, showcasing a new era of cruising built around immersive destinations, elevated experiences, and exceptional service from the onboard team members who bring every voyage to life. Princess also ushered in the next generation of its 17-ship fleet with the debut of Sun Princess and Star Princess.
Our objective was to reinvent how Princess Cruises shows up across social media, transforming our channels into a dynamic window into the travel experience itself. Through cinematic storytelling, creator collaborations, celebrity partnerships, and real guest conversations, we aimed to showcase the beauty of global destinations and the onboard experiences that make cruising uniquely restorative. We also sought to elevate our always-on content model. Cruising is a 24/7, 365-day business, and our social presence reflects that scale and pace.
To bring this vision to life, Princess Cruises built a social storytelling ecosystem designed to capture the full rhythm of the travel experience, from the moment travelers begin dreaming about a destination to the experiences that unfold once they step onboard.
Our strategy combined in-house production, creator collaborations, celebrity partnerships, and real guest insight through always-on social listening allowing Princess to showcase the modern cruising experience at a global scale.
In-House Global Content Production
Princess’ internal social creative team led productions across nine ships and six sailings, capturing real travel moments that highlight what makes a Princess voyage unique:
Breathtaking destinations including Alaska, Caribbean, Japan, Mexico, and Europe
Elevated onboard experiences across dining, entertainment, and design
The exceptional crew service that defines the Princess brand
World-class food and beverage programs that rival top land-based restaurants
Strategic Celebrity Partnerships
In 2025, we expanded our visibility through collaborations tied to major moments, including high-profile naming ceremonies and celebrity partnerships featuring:
Social Listening & Community Engagement
Cruise travelers are among the most passionate and vocal communities online. Through social listening and community management, we identified the moments and experiences that resonated most with travelers, ensuring our storytelling reflected what guests genuinely love about cruising.
Our team actively monitored conversations across a broad mix of owned channels, social communities, and travel forums to capture real-time guest sentiment, questions, and emerging trends, including:
Facebook and Instagram comments, replies, and direct messages across Princess Cruises’ owned channels
Cruise-focused Facebook groups and private sailing communities (including itinerary-specific and ship-specific groups)
Broader social media discussions across platforms such as TikTok, YouTube, Threads, and X
Travel and cruise forums such as Cruise Critic and other enthusiast communities
Guest-generated content and commentary tied to Princess voyages and destinations
Influencer and creator content featuring Princess experiences
Our team leaned heavily into proactive and reactive engagement. We celebrated guest milestones, responded in real time, and monitored conversations to inform creative decisions. Social listening became both a brand reputation tool and a content inspiration engine.
Smart Distribution and Amplification
We strengthened how we distributed content through strategic paid boosting, ensuring our highest-performing creative reached audiences with strong travel intent and purchasing power. Rather than simply posting and hoping for reach, we implemented a disciplined amplification strategy that extended content lifespan and improved performance across priority markets.
Princess Cruises’ destination-led storytelling approach delivered measurable growth and stronger brand positioning across the Travel & Tourism landscape.
Across Facebook and Instagram, Princess Cruises’ social media presence delivered strong reach and engagement during the period, generating:
438.9 million total impressions
367.2 million video views
6.07 million engagements
Despite a follower base of 2.4 million, Princess Cruises reached 41.1 million unique accounts on Facebook in 2025, demonstrating the power of travel storytelling to reach audiences far beyond our existing community.
At the same time, Princess continued expanding its global social footprint, surpassing one million followers on Instagram, helping introduce the brand to a new generation of travelers discovering cruising through social media.
Beyond the numbers, brand perception shifted. Our content consistently reflected a luxurious yet accessible experience, aligning with our evolving brand positioning. Our always-on strategy ensured we were present in key cultural moments, destination conversations, and guest milestones year-round. Through proactive engagement and data-informed creative decisions, we built deeper community connection and reinforced Princess Cruises as a modern, relevant leader in travel.
Together, these results show how Princess Cruises successfully transformed its social channels into a global window into the travel experience, bringing destinations, onboard moments, and cultural partnerships to millions of travelers while inspiring the next wave of cruise guests to discover the world by sea.
