The trade has painted a mixed picture for the cruise sector’s wave period with some agencies reporting a slower‑than‑expected start to the year.
Restricted availability for selected 2025 cruises, a delayed return to work after the new year and competing promotions among cruise lines have impacted conversion rates and pricing, according to some.
Vim Vithaldas, director at The Travel Network Group, said the consortium’s cruise sales were up 15% year on year, but that the first week of the year was “slow” before sales picked up in the subsequent two weeks.
Vithaldas said luxury and expedition sales were “slightly slower” than last year but he anticipated a spike after payday at the end of the month.
“As we approach payday, everyone is expecting great conversion on those enquiries out there,” he added.
He stressed availability for this year was “a challenge” and predicted this summer’s lates season could “become an issue”.
Jonny Peat, senior commercial manager for cruise at The Advantage Travel Partnership, painted a similar picture. He said: “It was a softer start overall for cruise [this year] compared with 2024, but our business has built week on week and the volume players traded really strongly over the weekend, ahead of the same weekend last year.”
Peat also anticipated payday weekend would lead to a surge in sales in February, based on trends in previous years.
He added the luxury sector was “the anomaly”, with enquiries and conversions “much stronger” than previous years due to campaigns launched before Christmas.
Mainstream cruise sales for May, June and July were tracking ahead of last year “in lots of instances”, said Peat, while Caribbean 2026 departures were “outperforming” the same period last year.
Catriona Parsons, Hays Travel head of cruise, reported cruise revenue up 45% for the group with passenger numbers up by almost 9%.
“We are seeing strong sales for our suppliers across the board, with Princess, Marella, P&O Cruises, Celebrity, Royal Caribbean, Cunard, Fred Olsen, MSC, Riviera, and Ambassador in the top 10,” she added.
“Ocean remains the perennial favourite, although river cruising is increasing in popularity, and we are also seeing gradual growth in expedition.”
Janet Whittingham, Travel Counsellors head of cruise, said: “Cruise sales have had a positive start over peaks, particularly in river cruising, reflecting the appeal of our bespoke cruise offerings.
“Forward business for summer 2025 departures is up 20% year on year, with luxury and premium cruising showing 46% year-on-year growth.”
Alison Earnshaw, managing director at Cruise118 parent World Travel Holdings UK, said: “It is a bit slower than I expected, but it is building each week, so I am confident that by the end of the month we will be where we expected to be.”
She said cruise lines’ strong sold position meant there were fewer ex-UK sailings available, particularly for 2025.
Earnshaw said the later-than‑usual return to work and school for many on January 6 was partly to blame for the slower sales, as it “took longer for people to get into a routine”.
She also described discounting levels as “higher than we would like”, which she said could be due to sales “not being as buoyant as expected”.
Other agencies reported steadier cruise sales since the turn of the year.
Tricia Handley-Hughes, InteleTravel UK and Ireland managing director, said the agency’s greater focus on cruise had led to a 79% year-on-year increase in bookings and an 83% rise in revenue, with the sector now accounting for 20% of total sales.
Paul Hardwick, head of retail at Fred Olsen Travel, hailed an 11% rise in cruise revenue through its shops for the first four weeks of 2025.
He predicted its franchise agency, GoCruise & Travel, would also finish the month ahead of last year, based on the first three weeks of trading.
Iglu Cruise chief commercial officer Dave Mills said: “We’re really pleased with January trading so far and seeing healthy growth versus last year.”
He added there was “growth for all areas of cruising”, noting trends in small-ship luxury, remote destinations and ‘coolcations’.
Paul Edge, Cruise Club UK general manager, said: “We have noticed that value and inclusions have been a big driver and not necessarily price. Things like drinks, transfers and higher-category cabins have proved popular.
“We have also noticed more people are comfortable booking far out and we have seen an upturn in bookings for 2026 and 2027 for long-haul. I think consumers have seen airfare increases over the past few years since Covid and are keen to lock in at a price they are comfortable with.”
He added: “Last year the last two weeks of January were our strongest, but this year it’s looking like our first two weeks will have been.”