The UK trade is confident each cruise sector will play a major role in helping the industry reach its lofty growth ambitions over the next two to three years, according to new data
A recent survey conducted by Cruise Trade News of more than 200 travel agents for the 2026 Cruise Summit found there is no standout sector when it comes to where the biggest opportunities lie, with the vote spread relatively evenly across ocean, river, luxury and expedition cruising.
Ocean came out on top, receiving 23 per cent of the vote, which is, perhaps, unsurprising given the scope of the sector.
However, river cruise was just one percentage point behind, at 22 per cent. That was a more surprising result, especially given the challenges the river cruise sector has faced this summer, with low water levels affecting parts of Europe and beyond.
But rather than dampening confidence, it seems the sector’s response to those challenges has reinforced the important of trust. Operators have had to adapt quickly, communicate clearly and find solutions for customers, and that leadership appears to be resonating with agents and, ultimately, their guests.
Support for the river sector may also have been bolstered by a wave of new product coming to market, such as Riviera Travel’s industry-first solo-only ship and Celebrity Cruises making its first move into river.
The luxury sector was also polling strongly among agents, coming in at 20 per cent of the vote, likely buoyed by the arrival of globally recognised brands and the growing presence of names such as Ritz-Carlton, Orient Express and Four Seasons.
Expedition cruise came in at 17 per cent, which shows just how much the sector has developed in recent years.
The results of this survey make it clear there is not one single growth story for cruise. The opportunity is broad and it is evolving across ocean, river, luxury and expedition, giving agents a huge remit to boost their sales.
We then asked agents how their cruise sales have been over the past 12 months, and 75 per cent responded saying either good or very good.
Plus, 91 per cent said they are either optimistic or very optimistic about the future of the industry.
That positivity is even more encouraging given the backdrop of the last year, where war, drought and the ongoing cost-of-living crisis have been inescapable.
Log in or create a free account to keep reading this article.
