FRONTLINE h


Q. How have cruise lines changed so that they appeal to families? Cruising was once considered primarily for older generations, but cruise companies have seen the opportunity to broaden their appeal. They have introduced innovative, family-focused ships to attract younger couples and families. These vessels now boast features such water parks, kids’ clubs and tailored entertainment, including meet-and-greets with characters such as Mickey Mouse or Shaun the Sheep, helping them hit a whole new demographic.


Q. What do your kids think about cruise holidays? My children love the onboard clubs on cruise ships so much that they are reluctant to leave, returning repeatedly for crafting and film sessions. In fact, one even cried when it was time to disembark. This contrasts with our experiences at hotels, where they often refuse to go to the kids’ clubs altogether.


Sam Davis


The homeworker with The Personal Travel Consultants in partnership with Blue Bay Travel tells Juliet Dennis about her passion for selling cruise to the family market


Q. Tell us a bit about yourself I began my career in 2008 as a Thomas Cook travel agent, where my manager, a cruise specialist, inspired my enduring passion for cruise bookings and holidays. This enthusiasm is also personal for me as I frequently enjoy cruises with my husband and two children, aged four and nine. I joined the PTCs in partnership with Blue Bay Travel last January and won the Top Rising Star award at the most recent PTC conference in Majorca.


Q. What is it that you love about selling cruises to families? I sell everything but I have a strong affinity for cruising, which makes up more than a third of my business. From a customer perspective, cruises now offer better value than ever, especially in light of rising holiday costs. Although cruises can initially appear expensive, they deliver exceptional value for money by offering multiple destinations and a wealth of onboard activities that cater to both older and younger travellers, not to mention the fun of land and sea.


28 12 MARCH 2026


Q. What makes cruises a great sell to families? Cruise ships have evolved to meet the shifting interests of a younger audience. Older, mid-size vessels such as P&O Cruises’ Ventura have continued to deliver a great family experience while some of the ships from the likes of Royal Caribbean and MSC feature extensive water parks and slide rides, and have dedicated kids’ spaces, making them a top choice for family-friendly cruising. When looking to book these ships it’s essential to research thoroughly and gain a clear understanding of what the vessel offers as each ship is very different.


Q. How long in advance should agents book cruises for families? It’s important to understand the nuances of booking cruises for families. Peak seasons often bring significant price increases for cruises, much like land-based holidays. Families eyeing trips for summer 2027 should be looking to secure their bookings as early as this April, when these sailings are released. Booking up to two years in advance offers the best value, because school-holiday cruises often sell out quickly due to the limited availability of four-person cabins. Although these trips are generally more expensive than those during term time, booking early helps secure better overall package prices and ensures more affordable flight options. Cruises offer a range of price points, with options such as a Norwegian fjords sailing with P&O Cruises starting at £750, while a two-week Caribbean fly-cruise could cost from around £1,400 per person.


Q. How have you increased your cruise knowledge? It’s crucial to undertake the training offered by cruise operators, as the complexities of different cabin grades and ship options require a thorough understanding to ensure the best possible booking for customers. Each cruise line operates differently, so without proper knowledge or training, agents risk making mistakes.


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WHAT ARE YOUR TOP CRUISE SALES TIPS?


For those who have cruised before and are open to a longer ‘over-sea’ journey, suggest sailing from Southampton. It’s far less stressful as it eliminates


airports and lets the holiday begin the moment the bags are on board. Skipping flights not only reduces hassle but also


saves money. First-timers might prefer to start with a short


cruise to see if they enjoy the experience. Shorter ones can be less relaxed, as they often attract couples celebrating long weekends, creating a more party-like atmosphere – educate your customers but tell them it shouldn’t deter them from trying a short


cruise to get a feel for it. In summary, it’s vital to know the differences between the


brands and ships to best meet customer needs. Ships from MSC, Royal Caribbean and Celebrity Cruises typically offer 20-hour dining and higher levels of service,


often equating to a five-star experience – but it makes them more expensive. On


the other hand, P&O Cruises offers a four-star experience, representing better value. It’s crucial to balance the type of customer with their


expectations and match them to the appropriate ship.


Sam and her family


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