For most, there’s no escaping the cost‑of-living crisis. Wallets are lighter, prices are more scrutinised and the morning coffee purchase has become more of a luxury and less of a habit
However, the cruise sector continues to defy trends as consumers prioritise spending on getting away from it all.
Cruise Trade News’ second Annual Report found that over the past two years, the number of people happy to spend more than £2,000 on a seven-night voyage has increased.
According to the data, 31 per cent of those surveyed were willing to spend between £2,000 and £4,000 in 2025 – up from 19 per cent the previous year.
On top of that, passenger numbers have once again hit record levels, as nearly 35 million people sailed in 2024 – up 9 per cent on 2023, according to CLIA’s 2025 State of the Cruise Industry report.
The appetite for cruise is clearly there, and customers are willing to spend. So, how can an agent maximise the value of a booking?
Jane Chappel, a travel consultant for Ashdown Travel, is keen to sell more cruise holidays, but does not feel confident in suggesting additional packages for a customer when times are tough.
“I have booked a few cruises, and I do get enquiries coming in, but they are mainly from regular customers who know exactly what they want, so I don’t always find opportunities to add value by suggesting extras for their trip”, she says. “There are so many different cruise lines, it’s tough knowing what is best for a client.”
Know your customer
Danielle Bates, head of UK sales for National Geographic-Lindblad Expeditions, says adding value all starts with asking questions right at the beginning of a customer’s booking journey to really understand what they are looking for out of their holiday and to suggest add-ons accordingly.
“Travel agents can maximise the value of a cruise booking by taking the time to really understand what their clients want from the experience,” she says. “The most successful agents ask lots of questions, not only about where the guests want to go, but what they expect from the journey itself.
"That insight helps agents match travellers with the right cruise line, itinerary and cabin category, ultimately driving higher satisfaction, repeat business and stronger loyalty to both the agent and the cruise brand.”
She adds: “Agents should not overlook the opportunity that group travel presents. Many expedition travellers have friends or family members who share similar interests and aspirations. Simply asking the question can open up valuable opportunities.”
Similarly, Nicola McNeish, director of sales UK and Ireland at Celebrity Cruises, encourages agents to ask questions as well as secure a booking as early as possible so customers can get exactly what they want from their sailing.
“Encouraging customers to book as soon as possible is key as this gives them the widest choice of staterooms and sailings before availability becomes more limited,” she says.
“It’s also important to think beyond the cruise fare. Pre-booking elements such as drinks packages, shore excursions and speciality dining ahead of sailings can offer better value than purchasing on board while also ensuring clients get exactly what they want, when they want it.”
She adds: “By combining early booking, pre-planning and strong product knowledge, agents will be in a great position to help clients get the most out of their holiday.”
Enhance the experience
Andrea Stafford, sales director for AmaWaterways, urges agents to look beyond packages or cabin upgrades and to think about land-based stays before or after a customers’ cruise.
“To maximise the value of a cruise booking, look beyond cabin upgrades or combining itineraries, such as sailing both the lower and upper Danube,” she says. “Consider enhancing the guest experience with pre- or post-cruise land programmes.”
Dave Mills, chief commercial officer at Iglu Cruise, suggests agents should encourage their customers to rebook a sailing while they are on board as lines often add value into their onboard deals to entice holidaymakers.
He emphasises agents will still see the benefit of the sale as most lines ensure commission is given to the original booking agent, so you can make money without having to lift a finger.
“We always suggest cruisers rebook while on board,” he says. “Cruise lines and agents collaborate to ensure this is mutually beneficial, quick and easy and have a stack of extra benefits.
"Use the onboard teams, including the shore excursion desk, to find and secure the perfect next cruise. It’s a great way to counter the end-of-holiday blues by having the next one booked!”
Meanwhile, Jack Atherton, UK sales manager for Virgin Voyages, encourages agents to use a customers’ upcoming celebration to increase the spend on their sailing.
“Clients who travel for a reason tend to become the most loyal repeat sailors,” he says. “The best cruise booking isn’t just a transaction; it’s a curated experience that keeps sailors coming back.”
It is an agent’s job to secure a holiday for their client, but by asking questions, booking early and suggesting add-ons, you can boost the value of a trip, which is a win-win for both you and your customer.
