Shifting demographics, new destinations and enhanced onboard offerings were just some of the key messages delivered during CLIA’s inaugural Expedition Showcase in Svalbard, Norway

Industry professionals have stepped into their thermals and flown north to Longyearbyen in Svalbard, Norway for the organisation’s first overseas expedition showcase, bringing together travel agents, cruise line representatives and members of the media for four days of seminars, business meetings and excursions.

The event, which takes place from 16-20 July, offered delegates the chance to hike in the mountains to look for fossils, join a coastal boat tour and visit six expedition ships from AE Expeditions, Ponant, Quark Expeditions, Albatros Expeditions, Atlas Ocean Voyages and Swan Hellenic.

The first day of the showcase saw presentations from industry leaders on how to boost expedition sales, which consumers to target and what destinations are proving popular, before joining one-to-one product training sessions from individual cruise lines and operators.

Here, we share six key takeaways from the CLIA Expedition Showcase.

Expedition expertise will ‘separate you from the rest’

According to research from CLIA and Cruise Trade News, expedition is one of the fastest growing sectors in the cruise industry, experiencing 22 per cent growth in 2024 compared with 2023.

This includes a 60 per cent increase on 2024 sales for Indonesia, the Amazon and the South Pacific, with strong growth in 30-50-year-old cohort, multi-generational groups and solo travellers.

Presenting the data, Andy Tait, senior business development manager for AE Expeditions, said some luxury clients are dropping high-end cruises for “once-in-a-lifetime experiences” and Antarctica remains the most popular expedition destination.

“We are seeing really big growth in the expedition sector,” he added. “This is going to become a regular thing that your clients are looking at. It’s something that will grow your business and separate you from the wider field.

“Expedition is a specialist product, it’s not something everyone can offer, and you will gain more clients having this sort of knowledge. It gives that option for you to create a specialist niche. Cruises also pair well with the touring sector, which is a big and established industry and one that your clients know.”

Agents keen to grow expedition knowledge

According to CLIA, 39 per cent of attendees had a limited understanding of expedition cruising, and 70 per cent of delegates had never been on an expedition cruise before.

Agents said they were less confident in selling the Kimberley region in Australia, followed by Greenland, Africa, the South Pacific, Asia, Iceland, the Galapagos, and the Arctic. Unsurprisingly, Antarctica came out on top as delegates’ most confident location to sell.

When asked why they want to grow their knowledge about the sector, agents said they were keen to boost business and sales opportunities, were interested in taking an expedition cruise themselves and wanted to learn something new.

Andy Harmer, managing director of CLIA UK and Ireland, said: “You’re noticing that your customers are becoming more interested in the expedition industry. Having an interest in expedition cruising is a great place to start if you want to learn more about it.”

Demographics are shifting – but core remains strong

Adventure itineraries are beginning to appeal to a younger generation, with guests aged 35 and over keen to explore the world via an expedition cruise ship, according to data from Mail Metro Media (MMM).

However, the industry’s core demographic towards the top end of the age bracket, between 55-65, are still proving the sector’s strongest strain of clients.

Carlos Nemes, commercial travel manager for MMM, said: “The older demographic are certainly the biggest demographic when it comes to expedition cruising, but 35-55 year olds are growing in interest in expedition and off the beaten track holidays.

“Our readers spend a lot of money on holidays – this market has more disposable income to spend on once in a lifetime adventures and when we look at the political and economic factors that impact readers’ desire to travel, holidays are always at the top of their list of desires.”

Look at your clients who’ve done a safari, or a wildlife focused-holiday. These clients are perfect for expedition cruises

Adventure cruises ‘are on your doorstep’

Expedition cruises “don’t have to involve 12-hour flights and choppy waters”, according to ExplorEarth founder and CEO Jos Dewing, who recently joined a British Isles itinerary.

“This expedition cruise wasn’t Antarctic or the Arctic, but one to Lundy Island in the UK. It changed my whole view of wildlife and nature,” he said.

“I went on a ship with no interest in bird watching, but now I can’t stop. This is what can happen with your clients – they can pick up a hobby, like me, that can only truly be done on an expedition ship. Photographers are a perfect target. It’s not just about the shots, but what you then learn while onboard.”

‘It’s not about age – it’s about attitude’

Anthony Daniels, UK general manager for Ponant, encouraged agents to not be afraid to pitch an expedition cruise to a customer who may seem less able to join physically demanding activities.

“With all expeditions, regardless of destination, it’s not about age, it’s about attitude. It’s about the client who wants to do something different,” he said. “With places like French Polynesia, they have the opportunity to do just that.

“There is more opportunity these days in the sector, especially around warm weather destinations. It’s a different type of experience. These clients, they’ve done safaris, they’ve done polar, use their previous trips to tailor an expedition cruise for them.”

Well-travelled customers ‘perfect’ for expedition

Tait further highlighted the importance of product differentiation when it comes to selling expedition cruise holidays.

“Expeditions can happen all over the world – there are no specifics on climate, location or culture,” he told delegates. “Remote destinations, however, remain a great way to convince well-travelled clients to try an expedition cruise. They might have done a safari, but they haven’t gone to the North Pole.

“Look at your clients who’ve done a safari, or a wildlife focused-holiday. These clients are perfect for expedition cruises.”