Booking early will be “key” to securing popular itineraries in 2024 and 2025 as global demand for cruising increases, according to cruise line bosses.
Speaking to delegates at the Clia winter forum, Paul Melinis, APT managing director for the UK & Europe, warned 2024 would be a different landscape to 2023 for the river cruise line as the Australian market returns in force.
He encouraged agents to book as early as possible to avoid a price war driven by limited capacity available for UK travellers.
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“2024 will be a different playing field compared to 2023 for us,” he said. “In 2023, the Australians weren’t travelling as much because of increased airfares meaning we had more inventory to sell into the UK market and we could drop prices which was a bonus for both guests and agent partners.
“But in 2024, there will be more people travelling from Australia as they will have already booked cheaper flights so we won’t have the same capacity for UK travellers.
“Our message is to book early as we don’t want to get into a price war.”
His thoughts were echoed by Celebrity Cruises managing director and vice-president EMEA Giles Hawke, who said the demand for some destinations is “bonkers” and agents must act quickly to secure the itineraries and cabin types customers want.
“If you have passengers wanting to go to Alaska or the Caribbean they need to book as soon as possible because demand is bonkers for those destinations,” he said.
Lee Haslett, Celestyal Cruises global chief commercial officer, said there is a “huge opportunity” for the British market in 2024 as the American market has “softened”, but warned demand from other countries remains high.
He said : “Our data is showing a slight softness in Americans travelling which means there is a huge opportunity for the British market as 45% of our guests are American.
“You need to sell 2024 and 2025 sailings as early as possible because the other markets typically sell slightly later so this is your best chance at securing sailings for your customers.”
Eithne Williamson, vice-president UK and Europe for Princess Cruises, said wave has already begun for the line following the launch of its peaks campaign last week.
She said she thought December would be a month of “consideration” for customers but bookings are already coming through, showing the strength of demand in the UK market.
“We thought the campaign would simply drive consideration and then purchasing would begin in January but we’ve seen bookings already kicking in,” she said.
“The key for agents is to demonstrate the value of cruising to their customers.”