My Kind of Cruise, the world’s first fully-bookable cruise holiday app, has now had over 100k downloads. “The average age of a person booking via the app is 35, with 50% of users aged 42 or under,” the company said in a statement.

My Kind of Cruise has been in development since May 2022 and was fully launched January 2023. It already has a repeat booking rate of over 25%. The app boasts the ability to book a cruise in under two minutes, with the process for repeat customers at just 45 seconds.

Sixty five percent of downloads were generated via social media, the majority of which are through TikTok - the short-video hosting platform - which accounts for 30% of users.

"My Kind of Cruise takes away the hassle of purchasing a cruise holiday over the phone – while simultaneously comparing options and pricing – and gives customers the ability to instantly search, book and compare sailings side by side, across cruise ships, lines and sailings. 80% of bookings are made out of hours, Monday to Friday between 6pm and 9am and Saturday and Sunday evenings, with the app tailored to serve its audience 24/7 through online-only communications," the company continued.

Despite having a significant under-40 audience, the app is used across the generations; the oldest customer to book a sailing to date is 87.

Sefton Monk, co-founder of My Kind of Cruise, said: “People keep asking why cruising now appeals to a younger audience, but really they should be asking why the cruise industry doesn't market itself to a younger audience. Our research has shown that 66% of Millennials and under, want to book their holidays via an app, which is why we are seeing so much interest and demand.

“We developed My Kind of Cruise to be as user-friendly and accessible as possible, and as such our users have a suitably diverse range of ages. Cruising is for everyone, and our app clearly demonstrates that, whether you're booking a cruise aged 18 or aged 98.”