NEWS event held on board Princess Cruises’ Sky Princess. Ella Sagar reports from Hamburg


Lines praise agents’ ability to attract cruise first-timers


T


David Forder


ravel agents play a “critical role” in attracting new-to-cruise customers and must “continue to work” on promoting the sector to draw in first-timers, according to industry leaders.


Speaking on a panel, cruise line executives also hailed


the impact of partnerships and the potential of AI to help attract those who are yet to cruise. Vicky Billing, Riviera Travel director of trade and


partnerships for the UK and Ireland, said: “The trade is absolutely critical to bring new customers in. This is one thing that the trade can do that direct or AI can’t because agents have a wonderful ability to influence, are non-biased and have a personal touch, so customers trust you.” She stressed agents needed to “frame cruise in the


right way” and “not use jargon” to make sure customers understand it is “a brilliant way to holiday”. Ruth Venn, P&O Cruises associate vice-president of


sales and distribution, said the operator was using the strapline “holiday like never before” to encourage new-to- cruise clients to think of it as a “mainstream holiday”. Cunard’s Iain Baillie, associate vice-president of


EMEA sales, called new-to-cruise “absolutely the biggest opportunity” for agents and urged them to keep “getting even more traction” to help the line increase its proportion of first-time passengers from 31% currently. He added: “We’ve got to continue to talk about how compelling the choice of holiday experiences at sea are,


rebrand to boost cruise sales


emails and booking anniversary reminders to help with cruise marketing. For the first time for the turn-of-


year period, Navigate magazine will be available in print format as well as digital. Marketing director David Forder


said: “This is all about an education about the potential in the market and how it translates through to consumer messaging.” Jonny Peat, director of cruise, said


the Latitude rebrand would “nod to the heritage of cruise” and “draw in those that want to try cruise for the first time”.


Panel session


and with all this new innovation coming in, there is still a fantastic story to be told.” Hayley Moore, Princess Cruises director of sales for the


UK and Europe, said the line had “more opportunity than ever before” for agents and should embrace “human tech synergy”. She added: “A piece of tech is not what is selling a holiday. It goes back to having meaningful conversations with guests and having our finger on the pulse.” She urged agents to “look further out”, highlighting


opportunities with increased capacity in Asia for 2026 and 2027 – a view echoed by Venn. Clia UK and Ireland managing director Andy Harmer


cited Clia research suggesting 68% of respondents who had “never set foot on a ship” were “ready to be sold a cruise”.


Imagine Cruising partnership is ‘major coup’ for Advantage


Advantage Travel Partnership has agreed a partnership with Imagine Cruising as a “first step” to expanding its product portfolio. The move represents the tailor-made operator’s first B2B agreement in the UK, which Advantage cruise director Jonny Peat described as “a major coup” for the consortium. He said: “The Imagine Cruising


product is unique with full-ship charters and impossible to replicate. Plus, it’s sold far out and can be sold up to three years [in advance], which helps our members.” Peat said this would draw in yet-to-


cruise clients with specific destinations or interests in mind to “tap into lifestyle holiday choices”.


travelweekly.co.uk John Sullivan Advantage commercial director John Sullivan said


this tied in with the consortium’s “main priorities” of broadening its cruise product portfolio and helping its members sell more in the sector. Peat said partnerships with other


operators were “on the cards”, but stressed any new agreements needed to “complement” the current offering. He said: “We work with a number of


brilliant cruise lines already, so this is not about diluting the business, but making sure we get something new and different.” Peat highlighted small-ship luxury


as an area to focus on, with more brands entering the market.


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