ExplorEarth founder and CEO Jos Dewing on how agencies of all sizes can utilise the right mix of AI tools and budget-friendly marketing solutions to grow their expedition cruise sales

Expedition cruising is a fast-growing niche in the travel industry, which is well-known by now. It offers unique experiences to adventurous travellers who seek off-the-beaten-path destinations, with a tendency to focus on polar destinations.

As a travel agent, tapping into this market can be both lucrative and rewarding. With the right mix of AI tools and budget-friendly marketing, you can effectively grow your expedition cruise sales. ExplorEarth is a marketing platform that connects expedition and small-ship adventure seekers with responsible agents and operators, and AI has proven to be an essential part of our growth.

Define your audience

Before anything, define who your ideal, target, expedition cruise clients are. You may know them already from your client list, but more typically they will be new to you. Most of the time, they are aged 45 and above, are environmentally conscious, well-travelled and experience-driven and not necessarily higher net worth, but willing to invest in premium travel.

Use AI-powered tools like ChatGPT or Jasper to help write customer personas, email templates and content that speaks directly to this audience.

Use AI to personalise

AI can streamline and personalise your communication. You can use a CRM – such as HubSpot or Zoho – with AI features to track leads and send personalised follow-ups based on interests and browsing behaviour. Tools like MailerLite or Mailchimp, meanwhile, use AI to optimise subject lines, content and send times, maximising open rates for newsletters or promotions.

Add an AI chatbot to your website or Facebook page to instantly engage prospects and answer FAQs about expedition cruising.

Create content that converts

Use low-cost tools like Canva and CapCut, paired with AI writing assistants, to create destination spotlights like a “Top 5 Wildlife Encounters in the Arctic” piece, packing and reading tips for cruising and client testimonials.

This may come as a surprise, but forget about SEO; it’s a distraction for smaller companies and is quickly losing ground with AI now taking priority in search engine listings (SERPS). Focus on less ambitious opportunities and write content to send to clients, rather than for bots.

Leverage social media

You don’t need a big budget – focus on consistency and value when it comes to social media. Post short, engaging videos on Instagram, TikTok and Facebook, and ask clients to tag you in their travel stories.

Join niche Facebook groups focused on adventure travel and join the conversation without thinly disguised advertising. use free AI tools like Lumen5 to convert blog posts into social videos, but be meticulous in spelling, as many of these destinations can prove challenging. Use tools like Grammarly to help.

Engage with followers by sharing quizzes (“Which Expedition Cruise Is Right for You?”), polls, and behind-the-scenes clips from past trips.

Expedition cruising sells best when it’s story-driven. AI is not the sole answer, but it may help you grow your expedition cruise bookings, even with a limited budget.

Jos Dewing is CEO and founder of ExplorEarth