Common among almost all cruise itineraries is a focus on immersion and the activities to be found in a host of destinations, so how can agents make the most of this?

Now, more than ever, destination is hugely important in the selling process.

While there are many who book on cruise line preference, many clients are choosing their next cruise based on the destinations and activities offered along the way.

As such, cruise lines are putting more stock in developing what they often call unique and immersive experiences.

One such operator is Regent Seven Seas Cruises. The line’s UK senior sales director Paul Beale explains: “Because of our unlimited included shore excursions, every guest will be able to deep dive into a destination – whether they are a foodie keen to stroll regional vineyards in France before a tasting or a nature lover set on exploring a turtle sanctuary.

“As travel has returned, we’ve seen a growth in expectations – our guests are putting more value on their time, driving the desire and interest for authentic experiences.”

Going the extra mile

Across all segments of the market, the competition is fierce. Last year, for example, Fred Olsen Cruise Lines launched its Signature Experiences concept, which includes an element known as itinerary insights.

The programme, said Fred Olsen, features “lively lectures and smaller, more informative talks, on cultural, artistic and historical highlights to give guests a deeper understanding of the destinations they will visit”.

Azamara has also long been known for its destination focus. Speaking to Cruise Trade News in the spring, the line’s head of trade sales Stuart Pearce said: “It’s our key differentiator.

“Longer days, more overnights, country intensive voyages – they have all been winners for us.

“On country intensives, guests are sailing to one country and the itinerary intensifies the ports, meaning guests can see that country to its fullest.”

As for keeping things fresh at Regent, Beale says: “We are always working to go the extra mile to ensure our guests have an unforgettable experience when sailing with us, and part of that effort involves regularly reviewing our shore excursion offers.

“In 2008, we were the first cruise line to offer shore excursions within the voyage fare and we now have an extensive menu of 3,899 unlimited included shore excursions across 500 ports of call.

“Our wealth of excursion options extends to our Regent Choice excursions and our Go Local tours. A Regent Choice excursion is a unique experience available on select itineraries that invite our guests to explore in an intimate setting.

“Meanwhile, our Go Local tours offer an opportunity to really get under the skin of a destination by spending a day with local communities.”

Image credit: Regent Seven Seas Cruises