Land-and-cruise holidays are gaining traction – and agents are perfectly poised to use the format to overcome hesitation, add value and broaden their appeal, writes Tom Morgan, trade sales director at Travelsphere and Just You

Travel doesn’t have to be a choice between land or sea. Increasingly, travellers are discovering they can have both – an option for those who don’t want to be boxed in; one that combines the ease of escorted touring and the cool of cruising.

I’m referring to land-and-cruise holidays. They’re not a reinvention of travel – rather, a flexible format that brings two styles together in one journey. A concept that’s been around for years but is now being embraced in new ways. So why is demand growing?

For many, the difficulty isn’t deciding where to go, but how to go. Enter the hybrid format of land and cruise, which lets them test the water – pun intended. Take those who have never tried escorted touring. They may be looking for hands-on guidance but worry about constant movement or long hours travelling. Adding a cruise segment breaks that pattern. After days of exploration inland, the ship offers a pause and a different style.

The format works equally well for those who are new to cruising. Some are keen on the idea of a ship as a home base but hesitate at the thought of a full week afloat. A land-and-cruise itinerary shifts the balance. Travellers get a taste of ship life, without feeling they’ve signed up for a cruise-only holiday. The land portion then gives them a completely different experience; in essence two holidays in one.

Solos are another group where this type of holiday works well. A cruise provides a built-in community, while the land portion creates smaller group connections that feel more direct. Travel agents can capitalise on this. Land-and-cruise itineraries solve any objections on either side of the divide, making them easier to recommend. The dual format offers various elements to highlight, such as more experiences packed into a single trip, smoother logistics and two distinct modes of travel that feel like a natural upgrade rather than an upsell.

At Travelsphere and Just You, we have a range of itineraries that fit this mould. For example, for Just You, our solo specialist operator, there’s an 11-day ‘Svalbard & Arctic Explorer’ holiday, including two nights in Oslo; a cruise along Oslo fjord; Longyearbyen; and a seven-night cruise exploring Svalbard’s coastline.

As travellers look for options that offer variety, land-and-cruise tours are perfectly placed to meet that demand. They deliver a mix of pace, perspective and comfort that appeals to anyone seeking more than a one-note holiday.

Tom Morgan is trade sales director at Travelsphere and Just You