CLIA’s Cruise360 embarked on its first Brisbane event yesterday with this year’s conference aimed at helping travel professionals navigate a post-pandemic landscape amid the cruise sector’s remarkable revival. Karryon was there to witness the positively buoyant atmosphere.
More than 650 travel advisors, partners and media attended the Cruise360 conference and its biggest-ever tradeshow with 50-plus brands on display.
As Cruise Lines International Association (CLIA) Chair Australasia Ben Angell said: “Cruise is back, and back bigger and better than ever.”
Riding the wave
This year’s Cruise360 program showcased topics targeted at travel professionals, particularly new-to-cruise agents, under the theme of ‘Riding the Wave’.
Another recurrent theme throughout was cruising’s post-pandemic rebound amid the recent dismantling of the final COVID protocols.
Clean Cruising GM & Director Dan Russell summed it up succinctly: “Survival mode to thriving”.
“It is pleasantly surprising how fast cruise has rebounded,” Mr Angell agreed.
“Across the travel sector, I can’t think of another industry that’s rebounded with the strength of cruise and that’s due to our guests. Our guests love cruising.
“There’s an increasingly high percentage who want to come back and cruise again, so it’s very positive.”
Navigating cruising globally
CLIA Managing Director Australasia Joel Katz said 31.5 million passengers will cruise globally in 2023 – a new record.
This year alone, 14 new-build ships joined the worldwide fleet operated by CLIA cruise lines.
With confidence in cruising at an all-time high, 44 new ships with a combined value of USD$62 million are due by 2028.
As capacity grows, global cruise lines will need an estimated four million new-to-cruise customers to fill this product inventory.
Cruising opportunities & trends
Successful cruise professionals noted that attracting and converting the new-to-cruise category is a massive opportunity for travel agents.
Cruise lines are also actively driving new consumers to travel advisors, using storytelling and inspirational content as tools.
In particular, advisors can take advantage of the huge range of cruise products available and by matching the right client to the right cruise, net a return customer.
Mr Angell noted the rise of people prioritising travel and cutting back in other areas was another positive trend.
Other trends include multigenerational and group cruising with the likes of P&O Australia introducing new booking options to cater for these passengers.
Australia buoyed by cruise boom
Australia heads for a swell summer cruising season with 2023 global passenger volumes set to surpass previous levels.
In the 2023-24 season, Australia and New Zealand will welcome 70 cruise ships – 10 more than the 2019-20 summer.
Among the 27 cruise lines are Australian cruise scene newcomers Virgin Voyages, Disney Cruise Line (setting sail in less than 50 days!) and Scenic.
“This year will offer more variety and choice than ever before, making 2023-24 one of the most exciting cruise seasons in recent memory with more options than ever for cruise fans,” Mr Katz said.
Mr Angell said the upcoming summer schedule reflected strong demand for cruising in the region.
“The sheer number of ships and increasingly diverse itineraries highlight the strength, resilience and demand of our local cruise industry.”
