Who's Who in the Cruise Industry

In a previous blog, I covered the subject of the top 10 cruise retailers in our Who's who in Cruise Retail. Now, it's time to give you a quick guide to the top 10 cruise companies in our who's who in the global cruise industry, so you can understand all the main companies and which brands are run by who! You may be surprised by some of the answers. Let's illuminate your cruising knowledge! 💡⚓️

First things first. It may surprise you to learn that many different cruise lines are actually part of the same company. You see, many of the main cruise companies operating in our industry actually run a number of different brands (cruise lines) as part of an overall strategy. That is why you might see some identical looking ships that operate for different cruise brands. So, let's run down the top 10 cruise companies in 2025 from biggest to smallest, so you can become a real Cruise Geek! 🤓

Important to say that the source data for this blog comes from Cruise Market Watch. You can have a look at the original data by clicking on the link!

1: CARNIVAL CORPORATION

Total passengers per year: 13,987,000

Market Share by Passengers: 41.5%

Market Share by Revenue: 36%

HQ: Miami, Florida, USA & Southampton, UK

CEO: Josh Weinstein

Without doubt, the largest cruise company in the world is Carnival Corporation. With over 41% of all passengers carried, they are the largest. Carnival Corp is actually made up of 8 main brands; Carnival, Princess, P&O, Aida, Holland America, Costa, Cunard and Seabourn.

Each of these brands offers something distinctive to their passengers:

• Carnival Cruise Line (20% global market share): Known as "The World's Most Popular Cruise Line," Carnival offers fun-filled, value-oriented cruises with a lively atmosphere. Expect a wide array of entertainment, casual dining, and a focus on creating memorable vacation experiences, particularly for families and those seeking a vibrant onboard scene. Their ships are easily recognisable by their whale-tail funnels.

  • Newest ship: Carnival Jubilee

  • Main nationalities: American

• Princess Cruises (6% global market share): Famous for its connection to the iconic "Love Boat" television series, Princess Cruises offers a blend of relaxation and discovery. With a modern fleet, they provide a wide array of choices in dining, entertainment, and amenities, appealing to both couples and families. They are known for their innovative technologies like the OceanMedallion wearable device.

  • Newest ship: Sun Princess

  • Main nationalities: American

• P&O Cruises (4% market share): As Britain's oldest cruise line, P&O Cruises caters primarily to the British market, offering a classic British cruising experience. Their fleet ranges from family-friendly mega-ships to more intimate vessels, with a focus on traditional values, diverse itineraries, and onboard experiences tailored to British tastes, including familiar food and entertainment.

  • Newest ship: Arvia

  • Main nationalities: British

• Costa Cruises (4% market share): This Italian cruise line offers a vibrant and stylish European cruising experience. Known for its Italian hospitality, delicious Mediterranean cuisine, and lively entertainment, Costa appeals to those seeking a fun and culturally rich vacation. Their ships often feature colorful designs and sail to a variety of destinations, particularly in Europe.

  • Newest ship: Costa Toscana

  • Main nationalities: European

• AIDA Cruises (3% market share): This German cruise line is known for its relaxed and youthful atmosphere, often attracting families and younger travelers. AIDA ships feature a distinctive "kissing lips" logo on their hulls and offer a casual, buffet-style dining experience along with diverse entertainment options, often presented in German. They focus on active vacations and exploring destinations with a German-speaking audience in mind.

  • Newest ship: Aida Cosma

  • Main nationalities: German

• Holland America Line (2% market share): This cruise line provides a more premium and traditional cruising experience. With elegant mid-sized ships, Holland America Line emphasizes sophisticated dining, enriching activities, and itineraries that explore the world in style. It appeals to those who appreciate classic cruising with a focus on service and diverse destinations.

  • Newest ship: Rotterdam

  • Main nationalities: American, Dutch

• Cunard (1% market share): Steeped in maritime history, Cunard is renowned for its iconic ocean liners, including the Queen Mary 2, the only true transatlantic liner still in service. Cunard offers a sophisticated and elegant cruising experience, emphasizing tradition, formal nights, and enriching programs. They appeal to those who appreciate a classic style of travel and grand voyages.

  • Newest ship: Queen Anne

  • Main nationalities: American, British

• Seabourn (0.2% market share): Representing the ultra-luxury segment of Carnival Corporation, Seabourn offers intimate, small-ship cruising with a focus on personalized service, all-suite accommodations, and exceptional cuisine. Their voyages often explore unique and less-traveled destinations, with an all-inclusive approach covering beverages, Wi-Fi, and gratuities.

  • Newest ship: Seabourn Pursuit

  • Main nationality: American

2: ROYAL CARIBBEAN GROUP

Total passengers per year: 9.105,300

Market Share by Passengers: 27%

Market Share by Revenue: 25%

HQ: Miami, Florida, USA

CEO: Jason Liberty

The 2nd largest cruise company in the world is Royal Caribbean Group. It holds the title for having the largest cruise brand in the world in it's portfolio which is Royal Caribbean with 21% market share. Royal Caribbean Group is made up of 3 main brands: Royal Caribbean, Celebrity Cruises, Silversea Cruises

• Royal Caribbean International (21% market share): This is the namesake brand and a leader in large, innovative cruise ships offering a wide array of onboard activities, entertainment, and dining options. Known for its "WOW" factor, Royal Caribbean appeals to families, couples, and adventure-seekers looking for action-packed vacations with diverse itineraries to popular destinations like the Caribbean, Alaska, and Europe. Their ships often feature unique attractions like rock-climbing walls, ice-skating rinks, and the groundbreaking AquaTheater.

  • Newest Ship: Utopia of the Seas

  • Main nationalities: American

• Celebrity Cruises (5% market share): Positioned as a premium cruise line, Celebrity Cruises offers a more sophisticated and stylish experience. With a focus on modern design, exceptional dining, and enriching activities, Celebrity appeals to discerning travelers seeking a relaxed yet elegant atmosphere. Their ships feature contemporary art collections, specialty restaurants curated by Michelin-starred chefs, and innovative spaces like the Rooftop Garden. They offer diverse itineraries worldwide, including the Caribbean, Europe, and the Galapagos.

  • Newest Ship: Celebrity Beyond

  • Main nationalities: American

• Silversea Cruises (1% market share): This brand represents the ultra-luxury segment of the Royal Caribbean Group. Silversea provides intimate, small-ship cruising with an emphasis on personalized service, all-inclusive amenities (including beverages, Wi-Fi, and gratuities), and gourmet cuisine. Their voyages cater to affluent travelers seeking immersive and culturally rich experiences in destinations around the globe, including both classic and expedition-style cruises to more remote and unique locations. Every suite comes with butler service, highlighting the exceptional level of attention to detail.

  • Newest Ship: Silver Ray

  • Main nationalities: International

3: MSC CRUISES DIVISION

Total passengers per year: 3,447,900

Market Share by Passengers: 10.2%

Market Share by Revenue: 7.3%

HQ: Geneva, Switzerland

EC: Pierfrancesco Vago

MSC Cruises has been a truly remarkable growth story, having only formed in 2003. Since then it has been on a rapid growth path to become the number 3 cruise brand in the world in terms of total market share. What is unique about MSC compared to many other nam

es on this list is that it is both family-owned and also based in Europe rather than USA. MSC actually operates 2 main brands: MSC Cruises, Explora Journeys

• MSC Cruises (10% global market share): MSC Cruises is a global cruise line with a Mediterranean heritage, known for its modern fleet and diverse itineraries. They offer year-round routes in the Mediterranean and the Caribbean, as well as seasonal routes to Northern Europe, South America, and other destinations. Key Features onboard include International dining, Broadway-style entertainment, family programs, and user-friendly technology.

  • Newest Ship: MSC World America

  • Main Nationalities: International

• Explora Journeys: Explora Journeys is the ultra-luxury cruise line of the MSC Group, designed to provide a transformative ocean travel experience called Ocean Journies. Their ships offer refined suites, elevated culinary experiences, wellness facilities, and entertainment spaces. Key Features onboard include: Spacious oceanfront suites, a focus on cultural enrichment, first class F&B, and a high guest-to-crew ratio for personalized service.

  • Newest Ship: Explora II

  • Main Nationalities: American, European

4: NORWEGIAN CRUISE LINE HOLDINGS

Total passengers per year: 3,160,800

Market Share by Passengers: 9.4%

Market Share by Revenue: 14.1%

HQ: Miami, Florida, USA

CEO: Harry Sommer

Norwegian Cruise Line is the fourth largest cruise company in the world taking just over 9% of all global passenger onboard their ships. Interestingly NCLH is the only one of the top 4 cruise lines whose revenue market share exceeds their passenger market share for all of their brands, achieving around 14% of global revenue, which would make them 3rd largest!

NCLH operate 3 main cruise brands: Norwegian Cruise Line, Regent Seven Seas and Oceania Cruises

• Norwegian Cruise Line (NCL) (8.5% market share): With over 57 years of innovation, NCL is known for its "Freestyle Cruising," offering guests the flexibility to dine and enjoy entertainment on their own schedule. They have a large fleet that sails to over 400 destinations worldwide, including their private island in the Bahamas and resort-style destination in Belize. NCL appeals to a wide range of travelers with diverse dining options, Broadway-style entertainment, and a variety of accommodations.

  • Newest Ship: Norwegian Aqua

  • Main Nationalities: American

• Oceania Cruises (0.5% market share): This brand focuses on culinary and destination-rich experiences with its small, luxurious ships. Carrying a maximum of 1,250 guests, Oceania is known for having the "finest cuisine at sea" and offers itineraries that include both marquee and boutique ports across the globe. They cater to discerning travelers seeking immersive and culturally rich adventures.

  • Newest Ship: Oceania Vista

  • Main Nationalities: American

• Regent Seven Seas Cruises (0.3% market share): This is an ultra-luxury cruise line providing an all-inclusive experience. With smaller ships holding between 496 and 850 guests, Regent offers spacious suites, personalized service, and included shore excursions in every port. They aim to provide an unparalleled travel experience with every luxury included, targeting travelers looking for the most inclusive and opulent cruise experience.

  • Newest Ship: Seven Seas Grandeur

  • Main Nationalities: American

AND THE REST....

• 5: Disney Cruise Line (3.1% market share): A subsidiary of The Walt Disney Company, Disney Cruise Line provides family-oriented cruises with a focus on immersive experiences featuring Disney characters, stories, and entertainment. Their ships offer a blend of classic cruising with Disney's signature magic, appealing to multi-generational travelers.

  • Newest Ship: Disney Treasure

  • Main Nationalities: American, British, Singapore (as of 2025)

• 6: - TUI Group (2,4% market share): TUI's main brand is TUI Cruises, a German cruise line caters primarily to German-speaking passengers with its "Mein Schiff" fleet, emphasizing a premium, all-inclusive experience. These modern vessels are known for their spacious design, diverse dining, and relaxed atmosphere, attracting couples and families seeking a high-quality, resort-style cruise. TUI Group also operates Marella Cruises, a British cruise line offering all-inclusive cruises with a strong focus on entertainment and value, primarily catering to the UK market.

  • Newest Ship: Mein Schiff Relax

  • Main Nationalities: German, British

• 7: Virgin Voyages (1% market share): This cruise line offers adults-only voyages with a contemporary and vibrant approach to cruising. Virgin Voyages focuses on design-forward ships, unique dining experiences, lively entertainment, and a strong emphasis on wellness and relaxation, targeting travelers seeking a stylish and unconventional cruise experience.

  • Newest Ship: Brilliant Lady

  • Main Nationalities: American, British

• 8: Resorts World Cruises (1% market share): An Asian-based cruise line, Resorts World Cruises (being renamed back to Star Cruises and Dream Cruises) aims to provide a fusion of Asian hospitality and international cruise experiences. They offer a range of itineraries in Southeast Asia, combining world-class amenities, diverse dining, and entertainment, appealing to a broad spectrum of travelers, including families and those seeking a resort-style vacation at sea.

  • Newest Ship: Genting Dream

  • Main Nationalities: Asian

• 9: Viking Ocean Cruises (1% market share): Viking Ocean Cruises has been another fast growing cruise line, having established little under a decade. They offer destination-focused, culturally enriching experiences for adults. Their fleet of all-veranda, Scandinavian-designed ships emphasizes комфорт, elegant simplicity, and immersive itineraries, with a strong focus on history, art, and the destinations visited.

  • Newest Ship: Viking Vesta

  • Main Nationalities: American, British

• 10: Hurtigruten (0.5% market share): Hurtigruten, formally known as Kystruten, is known for its Norwegian coastal voyages, and is a provider of expedition cruises. With a history rooted in providing essential transport along Norway's coast, Hurtigruten offers voyages that highlight scenic landscapes, local culture, and unique experiences in destinations like Norway, the Arctic, and Antarctica.

  • Newest Ship: Roald Amundsen

  • Main Nationalities: International

So, we hope you have found our quick guide to be informative and useful. How many of these cruise lines have you sailed on? Did anything surprise you? Let us know in the comments below....