Cruise holidays offer great value – but how can you get that message across to your new-to-cruise clients?
Anyone selling cruises will be familiar with clients’ age‑old misconceptions: I don’t want to be told who to sit with; I don’t want to dress up; it’s expensive. The first two are subjects for another day; the third proves that it’s easier to fly to the moon than to change some people’s perceptions.
Two-thirds of non-cruisers say a holiday on water is too expensive for the value it offers, according to a study this year by travel and tourism marketing agency MMGY Global, in partnership with Clia and Travelzoo. Though the research, which polled 4,000 non-cruisers in the UK and US, also found cost and value “now occupy a lower position in their concerns”.
That price perception might have been understandable 40-odd years ago, when cruise fares were on the wrong side of most people’s pockets and cruising was living up to its ‘well-bred and nearly dead’ image.
But in 2024, it is seriously outdated, especially given research by Cruise.co.uk in October 2022, which found most cruises were the same price then as they had been a decade earlier, while others cost far less. When that research came out, a 14-night Caribbean voyage with P&O Cruises that cost £1,659 in 2012 had come down to £999 in 2022, even though by then the line was including tips. As of August 2024, despite inflation and a global increase in prices generally, clients can snap up the same voyage for January 2025 from £1,349.
“Holidaymakers would be hard-pushed to find any other getaway that offers such incredible value for money over time,” says Cruise.co.uk managing director Tony Andrews.
Best value cruises
That’s not to say cruising is a cheap holiday; cruise lines never claim that. Instead, they point to the exceptional value, with so much included that passengers are not constantly dipping into their pockets.
Nick Hughes, sales, strategy and partnership director for Scenic and Emerald Luxury Cruises, says: “Our European river cruises offer tremendous value for money when compared with land‑based offerings, while our luxury yacht products are well suited for the non‑negotiable discretionary spend.”
Royal Caribbean Group chief executive Jason Liberty puts it even more pointedly. “You get a lot of bang for your buck when you’re travelling with our brands,” he says.
However, people perceive cruising as expensive because the initial upfront cost is higher than for a ‘traditional’ land‑based holiday, according to Princess Cruises’ vice‑president for the UK and Ireland, Eithne Williamson.
The reality, she points out, is that a cruise is incredible value for money. “Value means getting more than you’ve paid for, and cruise holidays provide excellent value for money with food, accommodation, daytime activities and evening entertainment included as standard.”
Package holidays
The key thing is to educate clients to look beyond the upfront fare to see what’s actually included. Some lines offer good‑value, standard inclusions on board ‑ think meals, entertainment and the expertise of a cruise director ‑ which might suit clients who like to make their own way to the ship and explore independently in each port.
Move up the scale and you have the likes of MSC Cruises and P&O Cruises, which include tips in the regular fare. Keep going and you’ll come to river cruise lines such as AmaWaterways, which includes shore excursions, drinks with meals and Wi‑Fi; or Emerald Cruises, which also throws in flights and tips.
On and on it goes, with luxury lines adding in flights, drinks, laundry, speciality restaurants and even pre‑cruise hotel stays. The most inclusive hotels in the Caribbean don’t offer as much value.
Princess builds on its standard fares with Plus and Premier packages that include drinks, Wi‑Fi, gratuities, speciality dining, fitness classes and more. Williamson says: “Our packages can save guests up to 69% compared with purchasing each item individually.”
River, ocean and expedition lines also throw in the occasional special offer ‑ it might be cruise credit, a drinks package or pre‑paid tips – to add yet more value. Expedition line Swan Hellenic is offering up to £660 flight credit per person on select 2025 cruises booked by October 15. Riviera Travel, meanwhile, is giving away hampers with select Christmas markets river cruises booked by October 31.
The key message is that cruise lines are doing their bit on value – but it’s over to agents to sell it.
Hughes says: “[Our] predominantly all‑inclusive offering makes cruises easy to budget for and provides a strong selling point for agents to attract new customers.”
What does value mean to your clients?
Getting good value isn’t the same as getting a bargain, so it might mean different things for each person. We ask top cruise agents what value means for their customers.
Phil Nuttall, chief executive, Travel Village Group
“First‑time cruisers fall into two main groups. There are those that see it as a value proposition with fantastic entertainment and, where possible, almost everything included on board. Then there are the high‑end resort guests who see the value in the facilities, for whom a holiday isn’t just driven by cost.”
Stefan Shillito, managing director, Sovereign Cruise Club
“Value is vital in luxury cruising – and it comes in many guises. For example, solo travellers see the considerable financial value in the all‑inclusive fares, while also valuing the safety, security and onboard camaraderie that small‑ship luxury cruising provides in a way that no other travel experience does.”
Dave Mills, chief commercial officer, Iglu Cruise
“On a recent family cruise, we went go‑karting and on waterslides in the day, watched a Beetlejuice show in the evening, then finished the day with a teppanyaki meal. The cost for five to do that in one day in London would have been about half the price of the week’s cruise. You simply can’t beat cruising for value.”
Edwina Lonsdale, managing director, Mundy Cruising
“Luxury clients may be high spenders but they still expect good value. Included drinks, Wi‑Fi, alternative dining and gratuities make the value proposition overwhelmingly strong against a luxury land equivalent. They are also looking for sophisticated choices in dining, learning and entertainment – not to mention free laundry.”
Tony Andrews, managing director, Cruise.co.uk
“Millennials like that bars and restaurants on ships offer exceptional variety and value. They can enjoy diverse culinary experiences – from trendy eateries and craft cocktail bars to casual dining spots and onboard pubs – many of which are included. There is also the flexibility to purchase drinks packages or pay as you go.”
James Cole, chief executive, Panache Cruises
“Cruising allows customers to see multiple destinations while unpacking only once. In a week, it’s possible to visit five or six countries; extend to two weeks, and you can double that. Destination‑intensive itineraries add evenings and even overnights in key ports. It’s a great‑value way to see the world.”
PICTURES: Princess Cruises/R Kachatorian; Sylvere Velayoudon/EyeEm; Steve Dunlop
