CONFERENCE Advantage Latitude Cruise Conference: Consortium hosts 120 delegates at


Advantage reports 10% increase in cruise revenue


A


dvantage Travel Partnership posted year-to-date cruise revenue growth of 10%


as it unveiled dedicated initiatives to boost members’ sales. Jonny Peat, the consortium’s


director of cruise, revealed the figures during Advantage’s Latitude Cruise Conference, held on board Princess Cruises’ Sky Princess. Expedition cruise recorded the


highest growth rate, up 34% for the year to date, while river cruise sales increased by 24%, ocean cruise by 10% and luxury sailings by 8%. Looking ahead, Peat revealed


ocean cruise bookings for 2026 and 2027 were up 38% and 62% respectively compared with the same period last year, which he attributed to “keen prices” in the market that were helping to leave cruise lines in “a better sold position”. “The confidence in forward


bookings is really strong,” he added. Western Mediterranean sailings


With our initiatives,


we are planning for five to 10 years ahead to make sure Advantage members are at the forefront


“led the way for Europe across all seasons” in terms of both ex-UK and fly-cruises, with passenger numbers up 38% in the first eight months of the year, while the Norwegian fjords were trading 18% ahead. Peat also described river cruise


as “a runaway train”, particularly in September, when revenue was up 24% on the previous year. Almost two in three (65%)


passengers were new-to-river, which Peat said presented an opportunity to introduce cruising in a “softer way”, especially for typical touring or city-break clients. Alongside these booking trends,


Peat unveiled several dedicated cruise initiatives for Advantage members, including a trial one-to-one scheme and a dedicated advisory board. The Cruise One-to-Ones


initiative will be rolled out in 2026, with more information to be unveiled in November ahead of the wave selling period. The scheme will give select Advantage members the opportunity to connect with experts across the sector on how to reach specific goals for their businesses. Peat also announced the


consortium would establish a Cruise Advisory Board which will meet on a quarterly basis. The board, led by Peat, will bring


together cruise industry leaders and experts in technology and advertising to shape the future of Advantage’s cruise division. He said: “With these initiatives,


we are not just planning for one to three years ahead, but five to 10 years ahead to make sure Advantage members are at the forefront.”


HOW WAS THE CONFERENCE?


Karl Douglas, co-owner, Beverley Travel “It has been a great opportunity to meet with suppliers we would not have contact with day to day. Being able to connect with them is critical for our business. We sell based on relationships to our customers, so we need strong relationships with our supplier partners.”


Dale Sourbutts, director, New Travel “The last few days have been incredible for building relationships with suppliers and learning. I sailed with Princess Cruises before the introduction of its Medallion [wearable technology] system, and seeing the technology and the ship first-hand has been amazing.”


Carli Holden, agent, Travel Den “This cruise has been all about storytelling. The session with the real-life Viking, Niek van Eck from HX Expeditions, was testament to that and so inspiring. It makes me re-evaluate how I talk to my clients and it is going to stick with me.”


‘Targeted tools’ and Latitude


Advantage Travel Partnership will offer its members “even more targeted tools” to help grow cruise sales after unveiling a “modernised” rebrand for its Latitude cruise community. Members will have access to greater


customer segmentation to help target their databases with the most relevant and timely communications. One tool will rank the “warmth” of a lead from “scorching” to “frozen”, while another will re-engage customers who enquired and did not book. There will also be automated pre and post-departure


Jonny Peat


10


23 OCTOBER 2025


travelweekly.co.uk


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