Cruising is one of the strongest areas of opportunity in this industry, but it’s also one that many advisors never feel fully confident in.
That’s one of the reasons the newly updated CTA 11th edition now covers an entire module on cruises. Developed with support from Cruise Lines International Association (CLIA), this new module reflects one of the travel industry’s most dynamic and growing travel segments.
The new Selling Cruises module helps advisors understand how different cruise categories are structured, what makes each experience unique, and how to match the right cruise style to the right client. Rather than beginning with individual brands, the program simplifies the process by focusing first on the experience itself and the type of traveler it best serves.
That firm foundation from understanding the categories gives advisors the confidence to recommend cruises based not just on features or pricing, but on what the experience will actually feel like for their clients.
Here’s an example of how two of those categories come to life inside the module:
River Cruises (Premium/Luxury Hybrid Space)
Immersive and Destination Focused
River cruising offers a more intimate way to explore destinations, with smaller ships traveling directly through cities and regions rather than focusing primarily on the ship itself.
What It Feels Like
Relaxed, culturally immersive, and centered around staying closely connected to the destinations being visited.
Ideal For
Clients who prefer a slower pace, value cultural experiences, enjoy guided touring, and want a destination-focused style of travel.
Examples
Cruise lines in this space may include AmaWaterways, Viking, Avalon Waterways, Scenic Luxury Cruises & Tours, Emerald Cruises, Uniworld Boutique River Cruises, and others, all designed to keep the destination experience at the forefront through immersive itineraries, guided excursions, and onboard experiences that complement the regions being explored.
While river cruising focuses heavily on immersion and connection to the destination itself, the new CTA Selling Cruises module also explores other cruise categories designed around very different vacation styles. Contemporary cruising, for example, often appeals to travelers looking for variety, entertainment, and the energy of a larger-ship experience.
Contemporary Cruises
Resort Style Cruising
Contemporary cruises are designed for a wide range of travelers and are often described as floating resorts. These ships are typically larger, frequently carrying between 2,500 and 6,000+ guests, and offer a high-energy environment filled with entertainment, dining, activities, and amenities.
What It Feels Like
Lively, flexible, and activity-driven, with multiple dining venues, large-scale entertainment, family-friendly programming, spas, nightlife, and a wide range of onboard experiences.
Ideal For
Clients who want a lot of options, are traveling with family or groups, are newer to cruising, or are looking for strong overall value and entertainment variety.
Examples
One of the most recognized brands in this space is Royal Caribbean, known for its large fleet of ships and innovative onboard experiences. With more than 50 years in the industry, the brand has continued evolving the contemporary cruise experience through new ship designs, entertainment offerings, and activity-focused features that appeal to a broad range of travelers.
Additional cruise lines commonly found within the contemporary category may include Carnival Cruise Line, Norwegian Cruise Line, MSC Cruises, and others that focus on offering a wide variety of experiences at different price points and travel styles.
When you start to understand cruising this way, it becomes easier to qualify your clients, to explain options, and to recommend the right fit without second-guessing yourself.
Because selling cruises isn’t about knowing every ship. It’s about knowing how to guide your clients to the experience that fits them best.
