The landscape of cruise travel agents is seeing significant evolution, particularly with land-based travel agents increasing their engagement.
- A recent showcase in Gibraltar highlighted the involvement of around 50 travel agents with two cruise ships rarely visiting the UK.
- Andy Harmer discussed the changing dynamics within the travel agent community, noting a shift towards luxury and adventure-themed holidays.
- Cruise lines are actively working to attract new-to-cruise markets through innovative partnerships and appealing itineraries.
- Social media and firsthand experiences are crucial tools in altering perceptions and expanding the cruise market.
The cruise travel agent landscape is undergoing significant change, as revealed in a recent discussion with Andy Harmer, UK & Ireland’s managing director at Cruise Lines International Association (CLIA). An increase in land-based travel agents engaging with CLIA was observed, particularly those who historically focused on luxury holidays without considering cruises. Harmer noted, “It has changed and evolved… people who are focused on luxury holidays… now want to.” This shift indicates a growing acceptance and interest in cruise holidays as a viable travel option among traditional travel agents.
Approximately 50 travel agents participated in CLIA’s Destination Showcase in Gibraltar, an event that proved instrumental in connecting agents with the cruise industry. Participants had the opportunity to explore the Holland America Line’s Nieuw Statendam and Azamara Quest, two vessels that do not often visit the UK. Through business sessions and networking events, the showcase served as a platform for agents to gain deeper insights into the cruise sector’s offerings and dynamics.
Harmer highlighted that agents selling long-haul, adventure-themed, land-based holidays are now considering cruises for their clients. This development is attributed to the resources and support offered by the association, which has broadened the community of travel agents involved with CLIA. He stated, “we know that once somebody chooses to cruise, they will very likely cruise again,” emphasizing the cruise industry’s commitment to fulfilling diverse holiday preferences.
The cruise industry’s strategy to attract new-to-cruise individuals includes developing products, ships, and itineraries that cater to varied interests. This proactive approach ensures that cruise options remain competitive with land-based holidays. Strategic partnerships, such as those between the Eurovision Song Contest and Royal Caribbean or Bafta and P&O Cruises, are designed to entice diverse audiences and broaden market reach.
Social media plays an essential role in showcasing the unique experiences cruise holidays offer. Harmer pointed out the importance of highlighting exciting destinations like Gibraltar as part of a cruise itinerary, which can shift potential customers’ perceptions. Through shared images and stories, the industry can effectively communicate the array of experiences available, encouraging first-time cruisers to consider this form of travel.
The cruise industry continues to evolve, adapting to changing market dynamics and broadening its appeal through strategic innovations and engagement.
