Don't underestimate the magic of television

In an era of fragmented media and infinite scrolling, television remains one of the most powerful and arguably still the most effective tool for shaping perception and sparking aspiration - particularly in travel.

Appearances on prime-time programmes showcase the experiences on offer, bring destinations to life and connect emotionally with millions of potential holidaymakers from the comfort of their sofas.

Importantly, television also serves as an educational tool, offering opportunities to learn both personally and professionally. And in cruise, it’s increasingly becoming a platform through which the industry is promoted far and wide, not least through documentaries, which draw an attentive and engaged audience seeking informative and thought-provoking content.

At Celestyal, we recently had the privilege of appearing in the latest series of ‘Cruising with Susan Calman’, on Channel 5.

Susan sailed from Athens on the seven-night ‘Idyllic Greece’ itinerary, on the 1260-guest Celestyal Journey, visiting Thessaloniki, Kusadasi, Heraklion, Santorini, Mykonos and Milos. Viewers saw Susan enjoying life onboard while exploring the history, food and culture of each destination.

With a regular audience of one million per episode, the show provided the ability to enter the homes of prospective guests, giving people the chance to glimpse what life is like on Celestyal. As a smaller and challenger cruise line, this exposure is golden – generating great awareness.

In recent years, we’ve seen cruise portrayed on the small screen with growing regularity, whether that be series like The Cruise, or The World’s Biggest Cruise Ship, showcasing the ins and outs of how the industry works, and also indirectly with series such as Game of Thrones driving interest in ‘set jetting’.

What’s most important to highlight is how these opportunities also relate to travel agents - and this is where the educational element of broadcast comes to the fore. Among the many tools at agents’ disposal, adding an additional layer of insight can only be a good thing. It supports them and their guests on their learning journey, while having cruise-related content on mainstream channels helps to drive demand and keep cruise in the public consciousness.

Several agents told us they used our TV episode as a real-time sales tool, referencing Susan’s experiences to inspire and engage potential customers.

We often talk about the need for the trade to get involved in every opportunity that boosts their skills and knowledge, such as webinars, ship visits and fam trips.

Being aware of what’s in the media is equally beneficial.

Tuning in will not only reinforce existing knowledge but also provide a new way in which to see how that knowledge relates to the onboard and ashore experience.

From a cruise line perspective, it can encourage agents to take a deeper interest in the ships and itineraries, thereby potentially reaching new clients.

For agents, television isn’t just background noise - it’s a valuable source of insight and storytelling. Whether it’s a documentary or a celebrity-hosted travelogue, broadcast content can inform conversations, build credibility and even tip the balance from browsing to booking.

As cruise continues to make headlines and reach audiences through new platforms, television remains a uniquely powerful storytelling tool. For agents, tuning in isn’t just good practice - it’s smart business.