Gary Pollard, CTC, Chairman, The Travel Institute and President, Ambassador Tours
Cruising is one of the fastest-growing sectors of the travel industry, offering clients a unique way to see the world while enjoying convenience and comfort. For advisors, success in selling cruises depends on understanding industry trends, navigating complex pricing structures, and delivering value beyond the fare. This guide highlights key lessons, strategies, and practical tips for new advisors entering the world of cruise sales.
1. Current Trends in Cruising
Why it matters: Understanding what’s happening in the industry helps you align your recommendations with client expectations.
Trends to Know:
- Experiential Travel – Clients are less interested in “just a ship” and more in experiences, such as unique destinations, themed voyages, or immersive excursions.
- Personalization – Cruise lines now offer packages for families, luxury travelers, wellness seekers, and even food/wine enthusiasts. Matching the right product to the right client is key.
- Sustainability – Guests care about eco-friendly travel. Be prepared to explain what cruise lines are doing (LNG fuel, recycling programs, shore power).
- Value & Security – Especially post-pandemic, travelers seek both financial and health-related peace of mind. Flexible booking, travel insurance, and onboard safety are selling points.
2. Understanding Cruise Pricing and Selling Beyond the Fare
Why it matters: A cruise quote is rarely “all-inclusive.” Educating clients upfront builds trust and sets realistic expectations.
Key Points:
- Cruise fares may include meals and entertainment, but not always beverages, Wi-Fi, gratuities, or excursions.
- Rate structures can change frequently—early-booking offers, past-guest promotions, group rates, and last-minute discounts are all in play.
- Upselling isn’t about pushing—it’s about enhancing the client’s experience (specialty dining, spa packages, shore excursions).
Tip: Present pricing as a value package rather than just the base fare. Show clients how the inclusions add up compared to independent travel.
3. Handling “I Found It Cheaper Elsewhere”
Why it matters: Price objections are one of the most common challenges new advisors face. Handling them with confidence builds credibility.
Steps to Take:
- Clarify – Ask: “What does cheaper mean?” Request the client’s exact offer.
- Compare – Make sure it’s apples-to-apples. Does the other fare include the same perks, cabin category, or insurance?
- Investigate – Is the rate a group block? A last-minute flash sale? A rebate from a big-box agency?
- Respond – Options include:
- Matching the rebate (if viable)
- Contacting your supplier’s sales manager for help
- Highlighting your service and support as part of the value
Tip: Always bring the conversation back to value, not just price. Remind clients that when issues arise, you—not a call center—are there to solve them.
4. Essential Information for Cruise Bookings
Why it matters: Missing details can delay or even jeopardize a booking. Collecting the right information ensures a smooth process.
Checklist:
- Full legal names (as on government ID)
- Dates of birth
- Valid passport or other approved documentation
- Past passenger numbers (for loyalty perks)
- Accessibility needs, dietary restrictions, or medical concerns
- Cabin preferences (location, size, amenities)
- Payment method and timeline
Tip: Double-check passport validity—many destinations require six months beyond travel dates.
5. Developing a Professional Cruise Advisor Mindset
Why it matters: Clients rely on you not just to book a trip but to act as their advocate and advisor.
Skills to Build:
- Persistence – “Sold out” isn’t always final. Waitlists, cancellations, and group space can change availability.
- Market Awareness – Track when deals typically appear for different lines and itineraries.
- Crisis Management – Understand how to assist when itineraries change due to weather, politics, or global events.
- Relationship-Building – Strong supplier connections can unlock perks and support for your clients.
Tip: Use the phrase “I work for you, not the cruise line.” This reminds clients that your goal is in their best interest.
6. Key Takeaways for New Advisors
- Stay Educated – The cruise industry evolves quickly; continuous learning is essential.
- Sell Experiences, Not Just Cabins – Position yourself as a curator of memories, not just a price-checker.
- Value Over Price – Competing only on cost is a losing game; your expertise and service are your strongest assets.
- Build Confidence – Knowledge breeds trust. The more you understand itineraries, promotions, and product differences, the more clients will rely on you.
Tip: A cruise booking is never “just another sale.” Each one is an opportunity to showcase your knowledge, build a long-term client relationship, and deliver a travel experience that clients may never forget. A successful advisor thinks beyond transactions and instead creates journeys. To do that you must: stay, sell,
