Cruising isn’t just riding a wave of popularity; it’s a tidal force reshaping travel preferences. But how can travel professionals turn this momentum into bookings? Norwegian Cruise Line’s (NCL) latest survey of nearly 5,000 past cruisers from Australia and New Zealand spills the tea. Here, we dig into the numbers to uncover practical strategies for selling more cruises.
From relaxation to exploration: Meet your cruiser archetypes
Sure, relaxation is king, with 80% of respondents to NCL’s survey citing it as their top reason for cruising. But that’s only part of the picture. Adventure, cultural exploration, and the irresistible lure of escaping routine round out the list.
What’s the takeaway? Clients aren’t looking for just a holiday – they want a reset button. Position cruises as the ultimate ‘have it all’ solution: a floating sanctuary that also opens the door to new worlds.
Got clients with itchy feet? Focus on itineraries that maximise exploration, such as NCL’s activity-rich ‘no sea days’ routes in Europe or Alaska. For the zen-seekers, steer them towards ships with robust spa offerings and private retreats. Tailor your pitch to their personality, not just their budget.
Unlock the destination advantage
Cruisers have cottoned on to the whole ‘unpack once and have destinations come to you’ benefits of cruising. A whopping 76% of respondents value the ease of visiting multiple destinations. But here’s where you come in: don’t just sell the stops, sell the story.
The Mediterranean, topping the wishlist at 40%, isn’t just about ancient ruins and sun-soaked coasts. It’s about living the dream: sipping wine in Santorini or wandering the alleyways of Dubrovnik. Help clients picture themselves experiences, not just destinations. Use the data to guide clients to trending destinations, and match itineraries to their bucket lists.
And don’t overlook the practical perks. NCL’s shore excursion credit as part of its More at Sea™ package is a golden nugget for cost-conscious travellers. Frame it as a way to experience more without the mental gymnastics of budgeting.
Food, friends, and first impressions
Food may be a universal language, but for 65% of cruisers, it’s also a deciding factor. And we’re not just talking buffet lines. Instead of listing menus, help clients imagine the experience: “Picture ending your day with hand-rolled sushi and a panoramic sunset view.”
What’s more, the social scene onboard appeals to 44% of respondents. Whether it’s mingling in bars or bonding over shared activities, cruises offer more than sightseeing – they create connections. For example, for solo travellers, NCL’s Studio Lounge and dedicated cabins are an easy sell.
Selling romance and family moments
Cruising might just be the secret to reigniting romance, with 47% of respondents agreeing it’s perfect for couples. Help your clients envision anniversary dinners at sea or spa days with their partner. For families, stress the multigenerational appeal. Cruises cater to everyone, from kids’ clubs to adults-only spaces, making them a crowd-pleaser for group travel.
Making the numbers work for you
78% of respondents are already planning their next cruise for 2025. Use this sense of urgency to encourage early bookings: “Spots fill fast, and the best deals go early.”
Similarly, the high interest in bucket-list destinations like Alaska or Asia is a cue to promote trending itineraries before they’re fully booked.
And don’t forget value. With 66% citing cost-effectiveness as a motivator, frame cruises as a smart investment. Break it down: “Accommodation, dining, entertainment, and transport – all in one price. You’ll save time and money while getting more.”
NCL’s survey is a cheat sheet for matching clients with their perfect cruise. The data points to diverse motivators: relaxation, adventure, culture, and connection. Your job? Use these insights to ask the right questions and make personalised recommendations.
Instead of leading with, “Are you interested in cruising?” try, “Would you like a holiday where you can explore new destinations and unwind, all in one trip?” Hook them with the benefits they care about, not the broad concept of cruising.
All images proved by NCL.
