Cruise one of most resilient sectors since war started, Hays Travel IG agents told

Cruise is proving to be one of the most resilient sectors of the market with “consistent” sales performance since the outbreak of the Iran war, the Hays Travel Independence Group conference was told.

Hays Travel chief operating officer Jonathon Woodall-Johnson said it was the perfect time for agents to push cruise sales.

“It’s always been a priority, but if there has ever been a time to get behind cruise [it is now] - cruise has performed consistently since February 28,” he said, adding: “Given what is going in the Middle East, cruise has really supported us... having a target and measuring it has been key for us.”

Hays IG continues to target a third of its sales from cruises, in addition to a third from short-haul holidays and another third from long-haul holidays.

Head of cruise Catriona Parsons told the conference said the increase in agents’ sales of cruises, from 6% three years ago to 16% now, was impressive and urged IG members to diversify into selling river and luxury cruises.

“It highlights growing demand and confidence of people in this sector,” she said, noting: “Cruise is no longer a small slice of what you do. It’s become one of the engines driving your success and that momentum is still building.”

She added that there had a shift in demand “from product first to experience first”.

“More than ever over the last year there has been something for everyone. Customers no longer want a product, they want an experience that feels personalised and represents their identity," she said.