Record-breaking growth shows agents are cruise’s greatest asset

With Clia announcing yet another record-breaking year for UK and Ireland cruise passenger numbers last month, it is worth pausing to consider what is really driving this success.

Product innovation, new ships and increased capacity have all played their part. But one factor continues to underpin growth more than any other: the travel agent community – or First Mates, as we call them.

The trade is not simply part of the cruise distribution mix. It is at the heart of everything we do. And over the past 12 months, that has never been clearer.

Across the sector, agents are driving higher-value bookings, growing demand for longer itineraries and building confidence among travellers who may previously have been new to cruise.

They are not just selling holidays; they are shaping perceptions, challenging outdated stereotypes and introducing brands to entirely new audiences.

That role has never been more important.

Cruise has evolved at pace in recent years. New brands, new destinations and new concepts – including the fast-growing adults-only space in which we operate – mean there is now an incredible breadth of choice for customers.

Agents cut through that complexity with clarity and confidence, matching the right product to the right customer in a way no algorithm can replicate.

We see this first-hand at Virgin Voyages. The quality of bookings coming through the trade continues to rise, with higher average selling values and strong demand for longer sailings, particularly to destinations such as the Caribbean. That is a direct result of agents truly understanding the product and having the confidence to sell it.

It is exactly why we continue to invest in supporting the trade. From engaging with more than 3,500 agents through frontline activity in Q1 alone, to hosting our largest ever UK and Ireland ship visits this summer aboard Valiant Lady, our focus is simple: bring the product to life, listen to feedback and ensure agents have everything they need to succeed.

The growth we are seeing is a collective success story – and one the entire industry should be proud of.

Looking ahead, the opportunity is clear. There is still significant untapped potential in the UK market, particularly among customers who have yet to consider cruise. Agents will be central to unlocking that demand, just as they have been in driving the growth we are celebrating today.

Record passenger numbers are not just a milestone. They are proof of what this industry can achieve when agents are placed firmly at its heart.