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Agents urged to look beyond traditional cruisers to boost expedition sales

Aug 11, 202508:20 GMTby Samantha Mayling

Clia Expedition Showcase delegates in Svalbard, by Steve Dunlop

Sector presents big growth opportunity for trade, Clia event delegates told

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Agents have been urged to look beyond traditional cruisers to woo clients who may book expedition sailings because they are like “safaris at sea”.

Andy Tait, AE Expeditions’ senior business development manager for the EMEA region, said the sector is the fastest-growing in cruise and appeals to holidaymakers who like safaris, as well as touring, adventure, history and culture.

“You can transition clients from safaris to expedition,” he said, highlighting cold-water destinations from Antarctica to the Arctic, plus warm-water options in Baja California, Costa Rica and Africa.

More: Clia unveils plans for Cruise Week 2025

Itineraries enable passengers to view wildlife as diverse as polar bears, penguins, whales and Komodo dragons – hence the terms ‘safari on ice’ or ‘safari on water’, Tait added.

Expedition passenger numbers are on the rise. Clia reported a 22% increase last year, while Tait said AE Expeditions’ UK bookings for January to March were up 50% year on year.

Referring to expedition cruises as a holiday choice, he said: “It’s not a flash in the pan... it will be on rotation with safaris and [big holidays to] Australia, Canada,” he said, noting high price tags mean high commission.

He said clients are not just empty-nesters, with millennials and Gen Z customers in the luxury market in particular seeking “more-focused experiences rather than products”.

Anthony Daniels, UK and Ireland general manager for Ponant, which includes the North Pole among its itineraries, said: “It’s not an age, it’s an attitude. Lots who come are not cruisers – they want the experience.”

Becky Francis, Quark Expeditions’ senior sales director for the EMEA region and China, urged agents to look at Iceland, whose remote regions can be opened up by expedition cruises.

Melissa Waidner, Albatros Expeditions’ Europe and South Africa sales manager, told delegates western Greenland now has more flights thanks to Nuuk’s new airport, while Bernie Carter, Atlas Ocean Voyages’ international sales lead, spoke about the breadth of experiences in Antarctica, describing sailings as “humbling and life-changing”.

Swan Hellenic’s UK and Ireland sales director, Luke Clarke, highlighted warm-water sailings and said African coastal voyages are growing in popularity.

As well as conference sessions, the Clia event offered delegates the chance to visit six ships and take part in excursions such as a mountain fossil hike and a boat trip.

Four ships were originally due to be showcased, but this was increased to six: Sylvia Earle (AE Expeditions), SH Diana (Swan Hellenic), Ocean Albatros (Albatros Expeditions), Le Lyrial (Ponant), Ocean Explorer (Quark Expeditions) and World Voyager (Atlas Ocean Voyages).

Andy Harmer, Clia UK and Ireland managing director, said the event had sold out within two days and that the number of delegates had risen from 50 to 70. As a result of the event’s success, Clia is planning a second showcase, and is seeking feedback to shape the content.

Gill Simpson, Gill’s One Stop Travel Shop (InteleTravel)
“The event has been mind‑blowing – the destination was the best they could have picked. I did the Clia Expedition Cruise Champion course beforehand and found the Destination Showcase on the first day so useful. Networking with the cruise lines was really good – I now know which brand would suit which client. I will prioritise cruise and expedition cruise [with a] separate website and different social media.”

Matt Phillips, director, Travel Chaps
“Seeing six ships in three days will be instrumental in the evolution of my business. I now have a bank of assets and lots of business planning ideas – and I have booked a cruise from Reykjavik on Swan Hellenic’s Vega, departing on August 10. I’ve had an enquiry already, as I have been posting about this while I’ve been here.”

Teresa Jones, Travel Counsellors
“Seeing Svalbard in real life and getting as close as you can to a client’s experience has been fabulous. Setting the conference in the destination was really important. You have to have a passion for this type of cruise and it’s how I’d like my cruise sales to grow; we see expedition cruises as the future. It’s the best conference I’ve been to.”