Expedition cruising is all about authentic moments and unique destinations with cultural immersion, shared exploration and memorable experiences at its core. And industry experts say there’s an expedition cruise for all kinds of travellers.
In a Cruise360 Australasia 2025 panel discussion, four industry experts highlighted the motivations and experiences in the fast-growing expedition space and how advisors can confidently identify the right client for the right cruising experience and destination.
Swan Hellenic Cruises Expedition Operations Manager Jane Wilson, HX ANZ Sales Director Amber Wilson, Coral Expeditions CCO Jeff Gillies and Heritage Expeditions Commercial Director & Expedition Leader Aaron Russ shared their top sales tips to convert first-timers into expeditioners.
Know your destinations
Expert sellers need to be knowledgeable about the different destinations and experiences offered on expedition cruises.
Swan Hellenic’s Jane Wilson said: “Personalised information, attention and inspiring education and expertise” from firsthand experience is key to showcasing the benefits of expedition cruising to clients.
“I think the key to selling expedition cruising is destinations,” Heritage Expeditions’ Aaron Russ said. “First and foremost, you need to be excited about the places, the experiences and the opportunities in the destinations. If you’re inspired and excited, then your clients will be inspired, too.”
Family adventures
As multigenerational travel continues to surge in popularity, expedition cruising can cater to different age groups with outdoor activities and wildlife experiences.
Citizen science programs, such as those in Antarctica, also offer an additional educational aspect, combining adventure with learning about conservation in action.
“The hidden component is the inspirational education, so the kids get tricked into actually learning something while they go,” HX’s Amber Wilson said.
For a close-to-home option, Tasmania is tipped as a family-friendly destination, offering a mix of coastal and active experiences. New Zealand also provides flexibility for multigenerational groups with a variety of activities suitable for different physical abilities.
Gen Z appeal
While expedition cruising is generally seen as attracting over-50s, panellists highlighted the opportunity to get a younger generation on board.
Gen Z’s desire for unique, Instagrammable moments and challenging destinations translates well to expedition cruising due to the potential for clients to engage in cultural and scientific activities beyond superficial experiences.
“I think Gen Z are after the ultimate moment for bragging rights, somewhere that might be a bit adventurous,” Swan Hellenic’s Jane Wilson said.
This demographic also places importance on sustainability and purposeful travel, visiting lesser-known locations and valuing beautiful destinations and a reduced global footprint.
Expedition cruisers have the opportunity to contribute to citizen science programs on select ships, which allow participants to get involved, give back and make a difference.
“Iceland is a great option for first-time expeditioners, offering a mix of culture and history,” HX’s Amber Wilson said.
Travel style pipeline
The experts suggest that travellers who have previously embarked on river cruises, walking tours or wildlife safaris are potential candidates for expedition cruising.
“Recommend expedition cruising to clients who have done river cruises, African safaris or walking tours in different destinations as they are likely to be generally interested in that kind of space as well,” HX’s Amber Wilson said.
“Clients who have river cruised are a great demographic to consider as future expeditioners. They like that side of travel – the immersion in destinations and cultural experiences and all the benefits they are familiar with from experienced guides,” Heritage Expeditions’ Russ said.
