Cruise industry trade association Clia will develop new research into the sector in collaboration with travel marketing firm Accord.
They will explore how to engage with new-to-cruise audiences and appeal to multi-generational travellers.
Accord will also become headline sponsor at the Clia River Cruise Conference this weekend in Amsterdam, in addition to sponsoring the Clia Cruise Forum and the 2020 Clia Conference.
Clia UK and Ireland director Andy Harmer said: “We are delighted to be sharing our expertise with each other over the coming year and look to provide cruise operators with greater insight into how marketing can be used to effectively reach existing and new-to-cruise audiences.”
Accord chief client officer Maria Payne added: “With a wide range of river and ocean cruise clients, including ROL Cruise, Azamara, Celebrity Cruises and Cruise & Maritime Voyages, Accord is well versed in both the ocean and river cruise markets.
“We are excited to build this cruise marketing expertise through our new partnership with Clia, the leading authority within the global cruise community. We are confident this will mark the start of a long and positive partnership together.”