Advantage Travel Partnership celebrates an unparalleled success in their cruise sector, marking their best year to date.
- The organisation reported a 16% increase in cruise revenue year-to-date, surpassing its targets.
- Significant growth noted in river and expedition cruises, which surged by 110% and 77% respectively.
- September saw a 20% year-on-year sales uplift and a notable increase in the younger demographic’s interest in less common destinations.
- Average selling prices for cruises increased by 6%, reflecting strategic efforts to enhance sales.
In a display of comprehensive growth and strategic achievement, Advantage Travel Partnership has reported a robust 16% increase in cruise revenue year-to-date, marking their strongest performance in the cruise sector to date. This milestone was announced by Jonny Peat, a senior cruise manager, during the Advantage Latitude cruise conference held aboard the Ambassador’s Ambience.
As highlighted by Peat, the organisation had set ambitious targets a year prior at their Latitude conference, embarking on a strategic roadmap to expand their cruise community. The fruition of these efforts is evident in the substantial revenue figures and the overarching role cruise plays in the company’s commercial strategy, boasting an annual revenue generation of over £0.65 billion.
During the same period, river and expedition cruises demonstrated remarkable growth, with revenue increases of 110% and 77%, respectively. Meanwhile, ocean and luxury cruises experienced a rise of 12% and 30%. This growth trajectory is contrasted with the overall business performance, wherein cruise growth outpaced land-based revenue by 1%.
The month of September alone witnessed a 20% uplift in cruise sales compared to the previous year, accompanied by a 94% increase in attendance during cruise-centric events. This has also been a year of expansion for the Latitude member community, which grew by 52% to encompass 450 members, signifying a gain of 50 new branches.
However, the most striking demographic shift seen by Advantage was the surge in interest from new customers within a younger demographic. These individuals are increasingly exploring less traditional destinations, such as Antarctica, the Galapagos, and Colombia, with a particular inclination towards luxury cruise offerings.
Virtual member briefings, introduced for the turn of the year and cruise campaigns, have proven successful, leading to the doubling of ship visits to 450. Advantage plans to continue this momentum with more tailored approaches, especially for newcomers and those advancing in cruise experiences.
In alignment with the growing appetite for learning within their community, Advantage aims to host in-person and online training events throughout 2025, with sessions delineated by experience level and cruise sector, including river, expedition, and luxury. Frontliner Training events are slated to occur across major UK cities: Glasgow, Belfast, London, and Manchester.
As Peat articulates, “Above all, Latitude has always been about being inclusive and welcoming any member into our community, regardless of the level of experience within the sector.” This inclusive philosophy remains central to the organisation’s success as it continues to forge pathways for further growth and development.
Advantage Travel Partnership’s strategic foresight and inclusive approach have ensured a landmark year for their cruise sector, setting a high bar for future endeavours.
