Figures published on Tuesday (7 March) by the company showed the app’s average user is aged 35, while 65% of downloads have come from social media, especially TikTok.

“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,” said co-founder Sefton Monk.

"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."

Since its January launch, My Kind of Cruise has claimed a repeat booking rate of more than 25% – which the

company attributes to improving users’ ability to compare options and pricing and make a booking in under two minutes.

The app is also running a 24/7 online customer service between 6pm and 9pm on weekdays and throughout the weekends, as 80% of reservations are made out of hours. 

“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,” Monk added. 

“Cruising is for everyone, and our app clearly demonstrates that, whether you’re booking a cruise aged 18 or aged 98.”