‘Which marketing streams will help me attract more clients?’
Nowadays, agents and cruise lines have a wide range of marketing tools and platforms at their disposal, but which routes to market are the best for attracting customers and boosting sales? Rashmi Narayan reports
As the cruise sector continues to exceed expectations in the post‑pandemic landscape, competition for consumer attention is fiercer than ever. Cruise lines are expanding their fleets and itineraries, as well as redefining their onboard experience to appeal to a broader and more diverse market.
But while product innovation is vital, effective marketing is what ultimately drives bookings for agents. In today’s environment, lines and their travel partners are faced with a widening array of tools and platforms, raising the question: which channels are truly delivering results?
Traditional methods such as word of mouth, referrals, email marketing and printed brochures remain surprisingly resilient, particularly among loyal cruisers and the older demographic.
However, there’s no denying the growing influence of social media, especially in attracting first-time cruisers and younger audiences seeking visual inspiration. From television segments and personalised digital campaigns to holiday planning tools powered by AI, social media has shifted how cruise holidays are discovered and booked.
It’s not about replacing the old with the new, it’s about finding the right balance. Jess Masters, a homeworking agent from Travel Counsellors, enjoys selling cruise holidays because of the diverse range of destinations, ships and experiences the market offers.
“There really is a cruise for everyone,” she says. “From small, intimate expedition voyages to big, family-friendly adventures, every cruise line has something unique to offer. That means I can help my customers find the perfect match for them.
“One of the things I love most about the cruise industry is how loyal the market is. Once people try it, they’re hooked and keep coming back time and time again. Many even rebook while they’re still on board, which means I can help them keep the excitement going for their next adventure.”
When it comes to marketing, Masters has been focusing on two things. “First, I’ve been sharing social media posts that showcase particular cruise lines and offers, using some of the fantastic images, videos and deals provided by the cruise companies. These are short and snappy video reels or sometimes a carousel of photos to tell a story.
“Second, I’ve been creating my own original content – speaking directly to camera so people can get to know me and hear my advice first-hand. So far, I’ve made a ‘Cruise Myth Busting’ video to tackle the most common misconceptions, and another called ‘Why a Cruise Might Be for You’ to inspire anyone who hasn’t considered one before.”
While she is still in her first year as a Travel Counsellor, Masters has already booked two standout cruises – a Disney Cruise Line sailing for a wedding and a P&O Cruises voyage to the Norwegian Fjords for a 60th birthday.
Plus, having been lucky enough to cruise to Antarctica herself, she can share those once-in-a-lifetime insights with her customers. “I can’t wait to help even more people discover the joy of cruising,” she adds.
World of Cruising TV was such a great opportunity to give a quick whistle‑stop, 360 degree view of the brand
Creating an imprint in the industry doesn’t have to be a herculean task for cruise lines. Though there are a plethora of marketing tools available today, sometimes, sticking to traditional methods like emails, television and even word of mouth make a huge difference.
One channel that agents are learning more about utilising to showcase their brand and reach new customers is television. Hayley Moore, UK and Europe sales director for Princess Cruises, appeared on World of Cruising TV’s season three and believed that was an effective platform for the cruise line to expand its remit across the UK.
“I felt like being on the couch, especially with host Dean Wilson and cruise journalist Kaye Holland there, gave us the perfect platform to showcase the brand as it is, with me being the voice and face of Princess,” she says.
“Then when we hopped to the kitchen and experienced some recipes from on board, I just think it gives a completely different – pardon the pun – flavour.”
Moore believes that being on television is another way of talking that goes beyond looking through a brochure, as it helps to bring destinations to life.
“That TV show was such a great opportunity to give a quick whistle‑stop, 360 degree view of the brand. It’s fantastic – such a different way of doing things. We’ve got our new podcast, magazines, coverage, emails, everything, so having TV as well is another way of reaching our audience in a new manner.”
We’re recruiting more new customers using social and digital marketing channels, along with increasing our number of repeat bookings
Many cruise lines have used specific tools to create personalised brochures and tailored itineraries. Last year, Norwegian Cruise Line launched a portal called NCL Connect – a marketing platform that allows travel partners to co-brand ready-made digital content created by Norwegian Cruise Line’s in-house experts.
The platform also included a co-branded website featuring NCL sailings for clients to browse. In the last four years, Panache Cruises top 40 customers in the UK have booked 460 cruises, spending more than £7.5m.
Over the past 12 months, the company’s workforce has grown from 67 to 76 across the UK and US. CEO James Cole says: “We’ve invested heavily in apprentices and plan to recruit another eight this year.
“We’re recruiting more new customers using social and digital marketing channels, along with increasing our number of repeat bookings.”
Ultimately, no single marketing stream holds all the answers. Success lies in a well-balanced strategy that combines traditional methods with the reach and agility of digital channels.
Personalised emails, engaging brochures and word of mouth still carry weight, particularly among loyal cruisers, while social media, influencer partnerships and data-driven targeting are proving essential for attracting modern, digitally-savvy travellers.
By blending the old with the new and leveraging the tools provided by cruise lines, agents can position themselves as trusted experts and maximise their reach in an increasingly competitive marketplace.
