Why sell it
The cruise industry is expanding rapidly, meaning a broader than ever range of products to sell and plenty of interest. Globally, the number of passengers rose 9% in 2025 over the previous year.
Ocean cruising continues to be the main draw and river cruising’s appeal is growing. Cruising now attracts a younger clientele, multi-generational groups and discerning travellers willing to spend more on luxury experiences.
“Travel agents have a significant opportunity to grow their cruise business beyond the traditional cruise demographic – particularly with Gen Z,” says Alyshia Bartlett, Head of UK Sales at MSC Cruises.
“Unlike millennials and Gen X, who were often exposed to outdated perceptions of cruising, Gen Z has grown up experiencing a new generation of innovative, entertainment-led ships first-hand on family holidays. As a result, they see cruising as an affordable, sociable and experience-driven-way to travel with friends, making them far more open to choosing cruise for their own holidays.”
Niche and luxury markets such as expedition cruise are growing fast, says Andrew Turner, AE Expeditions’ Sales Director EMEA. “I encourage agents to upskill in this fast-growing space. Customers will book though an agent who recommends the right product – and it will be a lucrative booking in terms of commission,” he says.
Who to sell to
Ditch dated stereotypes of cruising as just a luxury travel option dominated by retirees. ABTA’s Holiday Habits 2025-26 report indicates a sharp rise in cruising’s popularity among families with children aged five or under; the all-inclusive nature of cruising and its ability to cater to a range of ages and tastes are key factors.
Over a quarter of all UK cruise goers are now part of multigenerational groups, says Bartlett.
“Multigenerational families can enjoy time together while still having space for everyone, with activities for kids of all ages, from LEGO play areas and dedicated kids’ clubs to teen lounges, waterparks, sports courts and family-friendly entertainment.
“Younger guests are drawn to the mix of destinations, social experiences and onboard entertainment, while solo travellers value flexibility and sociable options.”
Solo travel’s popularity has soared in recent years too. With people looking to enjoy life-affirming experiences, Fred Olsen offers deals for solo travellers and P&O Cruises has removed single supplements from select cruises. Ambassador Cruise Line has single cabins and hosts meet-ups to break the ice between solo travellers.
Meanwhile, Celebrity Cruises has won a reputation for ensuring that LGBTQ+ travellers feel welcome. The Pride Party at Sea, each June, helps extend cruising’s appeal.
What to sell
Ambassador Cruise Line offers no-fly cruises with departures from seven UK ports. These appeal to those prioritising convenience and ease, such as family groups. Sailings on mid-sized ships appeal to first-time cruisers.
“Mediterranean sailings are perfect for customers seeking culture-rich experiences, including ‘off-the-beaten-track’ destinations such as Syros – a new port for us – as well as Kotor and Ancona, all offering a more authentic local experience,” says Bartlett.
Virgin Voyages is making waves with its fresh approach, removing traditional elements such as formal dress codes and buffets. With tattoo parlours and drag shows, Virgin’s cruises appeal to ‘young-at-heart’ travellers, members of LGBTQ+ communities and people who may not previously have considered this type of holiday.
With demand for meaningful and transformative travel experiences on the up, expedition cruising is also popular. Peaking northern lights activity, interest in polar landscapes and a trend towards spending more on luxury experiences makes small-ship itineraries to destinations such as Greenland and Svalbard increasingly popular.
“Have a look at your database, and pull out customers who you have booked on a safari, multicentre holiday, activity holiday, luxury holidays – these are prime customers you can target for this type of product,” advises Turner.
How to sell
Listen to what clients enjoy, where they want to travel to and match people with suitable cruises. For example, Explore Journeys’ Explora I will be docked in Monaco’s Port Hercule during the Formula 1 Grand Prix, offering a unique perspective.
Educational and themed cruising are powerful hooks, such as AE Expeditions’ upcoming New Scientist Discovery Tours. “We will see two voyages in the Antarctic in 2026/27 set sail with an increased focus beyond our standard Citizen Science programme – this is a perfect themed voyage which makes science more accessible in an informative way,” explains Turner.
The onboard entertainment can seal the deal too, points out MSC’s Bartlett: “We continue to expand our entertainment offering, with Dirty Dancing in Concert now featured on MSC World America and MSC Virtuosa, and launching on MSC Poesia. These immersive experiences are helping us attract a broader and younger audience.
Gastronomy is also reason to sail. Whereas cruising was once associated with buffets, immersive restaurants are now part of the experience. Royal Caribbean serves dinner in the likes of the Royal Railway – Utopia Station restaurant, which features a Wild West-themed menu and interactive storytelling.
Book it
Viking Cruises’ 13-day Antarctic Explorer cruise is priced from £11,290pp.
