Cruise Summit 2025: how to inspire the next generation of cruisers
Focussing on a “distinctive style”, promoting authentic experiences and challenging misconceptions is key to inspiring the next generation of cruise travellers, according to a panel discussion at this year’s Cruise Summit by Cruise Trade News
Real Response Media group editor, cruise, Jack Carter, was joined by Fred. Olsen Cruise Lines’ Geoff Ridgeon, Royal Caribbean’s Aaron Langford, Advantage’s Jonny Peat and Accord Marketing’s Jasman Ahmad, who shared insights into how to attract new cruisers in today’s market.
Langford admitted that cruising is “quite complex” for those who have never sailed before. “When you book a land-based break it’s a lot more simple, so we still have a lot of work to do around the terminology on cruise,” he told delegates.
“It is challenging, and we need to do a better job at translating what a cruise holiday means and that’s where agents come in, and how important that expertise is.”
Peat echoed Langford, explaining that agents may find cruise difficult to promote if they haven’t sold it before. Two-thirds of Advantage members are yet to sell a cruise holiday, he added.
“It’s all about education – I think travel agents find it difficult and overwhelming, there are so many cruise lines to choose from. It’s about bringing it back to the fact it’s a holiday, not just a cruise,” he continued.
Ridgeon, meanwhile, touched on the comparisons agents can make between cruising and land-based breaks to entice more customers.
“A land holiday in Iceland will take you a long time to do, and it’ll cost you a fortune,” he said. “To be able to sail out the UK and have it on your doorstep is so key and such a great way to encourage potential clients.
“Everyone you talk to should know what a holiday is. So now it’s about how you describe what a cruise is compared to a holiday they’ve been on before – what did they like about it, and what can you compare that to in a cruise holiday? Keep it as simple as you possibly can.”
Ahmad, meanwhile, encouraged agents and cruise lines to “get the marketing fundamentals right” if they want to attract new cruisers and keep previous customers coming back for more.
“Are you balancing your long-term brand building initiatives with short-term performance building?” he asked. “You need to promote a clear brand position to your customers that is both distinctive and different.”
Earlier in the Summit, Ridgeon highlighted the shifting priorities of the older generation of cruisers. According to recent data from Forbes, 55 per cent of Baby Boomers said they don’t intend to leave an inheritance – indicating a desire to spend more in their retirement.
For Langford, the “obsession” with marketing cruise to the younger generation needs to be addressed. “We at Royal Caribbean are now starting to think of how to talk to the person at the top of the demographic tree – the holiday decision maker.”
