It's time to reset the conversations around cruise

As Travel Weekly turns its focus to the seas for its special cruise‑themed edition, it does so with the industry in a position of real strength. Demand and consumer confidence remain high, with the current wave period boasting exceptional choice for both seasoned cruisers and those yet to holiday at sea. 

For travel agents, this creates not just strong selling potential, but the opportunity to reset conversations with customers about what cruising now represents.

Cruising has evolved rapidly in recent years. It is one of the most diverse, flexible and experience-led sectors in travel. From expedition ships reaching the polar regions, to river cruises offering cultural immersion, to family-friendly resort ships, luxury yachts and small-ship sailings accessing lesser‑known destinations, cruise offers an unmatched breadth of product.

This variety reflects a shift in how people want to travel. Modern cruisers are seeking choice, personalisation and value, alongside memorable experiences ashore and a strong focus on service. Whether that’s multigenerational travel, adult-only escapes, adventure-led itineraries or no-fly options closer to home, cruising now offers solutions that align perfectly with changing consumer expectations.

For travel agents, this evolution represents a significant opportunity. Cruise’s ability to cater for different budgets, life stages and travel styles means that the choice has never been greater. The challenge, and the opportunity, lies in understanding that breadth and confidently matching customers to the right experience.

Knowledge is key

That is where knowledge continues to be a powerful differentiator. Agents who are informed, curious and willing to explore new sectors of the market are best placed to capitalise on the momentum we are seeing. As an industry, we know that confident selling drives stronger conversion, higher customer satisfaction and repeat business.

In fact, Clia research shows cruisers who book through a professional travel agent report significantly higher satisfaction than those who do not, with an average Net Promoter Score of 43 compared with 27. This reflects agents’ ability to match customers to the right product – something that is particularly important given 31% of cruisers over the past two years are new-to-cruise and may need the most guidance.

Support for agents

At Clia, we work closely with our cruise line members to ensure agents have access to up-to-date insights, practical tools and clear information on everything from ship design and deployment to sustainability initiatives and evolving guest demographics. This includes free training resources, sector-specific guides and immersive learning opportunities.

Importantly, this is not just about supporting sales in the short term. It is about equipping the trade with the knowledge and confidence to position cruise as a core part of their long-term business strategy. As capacity continues to grow, and more new ships than ever before enter service across multiple segments, agents who invest in understanding cruise will be best placed to unlock sustained growth.

Looking ahead, the outlook for cruising remains positive. The sector continues to invest in innovation, sustainability and destination partnerships, while maintaining the service standards and value that underpin its appeal. For agents, this creates the ideal platform for new conversations with customers – not just about where they want to go, but how they want to travel.

As we move through the early months of the year, my message to the trade is one of confidence and collaboration. Cruise is well positioned for the future, and travel agents are central to that success. By embracing product diversity, staying informed and engaging with the tools available, agents can ensure they are fully equipped to meet demand and help shape the next chapter of cruising’s growth.

Here’s looking forward with confidence to a strong year ahead for the cruise sector – and to all of you who continue to drive it forward.