A travel advisor’s guide to selling cruises

Are you a travel advisor looking to dive into booking cruises but unsure where to start? Selling cruises can seem like a daunting world to navigate, but with the right approach, it's simpler—and more profitable—than you think. 

Gain insights here into the key steps to success in planning cruises, from selecting the right cruise line to leveraging training programs that boost your expertise. Plus, learn to choose the best cruise lines for your clients and why first-hand knowledge of luxury cruises is essential.

Why travel advisors sell cruises 

For travel advisors looking to scale their business, adding cruises to your offerings is a powerful strategy. Unlike custom FITs, which often involve intricate, time-consuming itinerary planning and back-and-forth communication with DMCs, booking a cruise is refreshingly straightforward. The beauty of cruises lies in their potential profitability with legwork—especially for mass-market options. The earning potential from commissions is often easier to scale with cruises than other forms of travel. 

When it comes to attracting clients, cruises appeal to a wide range of people, from families to luxury-seeking adventurers. Plus, many people get bit by the ‘cruising bug’ and once they book one, there is a good chance they’ll be a repeat client. Working to match your clients with the right cruise for their desires can reap those long-term relationships! 

Types of cruises to offer clients  

Cruise travel opens up a world of possibilities, each type catering to different client interests and travel styles.

For clients wanting to explore Europe without the hassle of constant packing and hotel-hopping, river cruises offer the perfect solution. These cruises provide a "floating boutique hotel" experience, allowing travelers to unpack once, relax, and enjoy scenic European cities at a leisurely pace. It’s “slow travel” on water.

Adventure-seekers and nature enthusiasts might be surprised to learn that expedition cruises can offer up-close wildlife encounters with remote and pristine destinations, such as Antarctica or the Galápagos. These cruises focus on the destination rather than luxurious amenities, making them a unique option for less traditional cruisers.

And for a more traditional experience, ocean cruises, whether mass-market or premium, are an accessible and straightforward option for families or clients looking for an easy escape with plenty of onboard activities and entertainment. Ocean cruises often appeal to multi-generational families and group travel, as they offer something for everyone—making them especially useful for holiday trips. 

Initial "behind the scenes" details of selling cruises

So where do you start with selling cruises? First, define the basic client information that you need to get started: demographics (family, couple, solo traveler) and budget. These qualifiers can quickly narrow down options you’ll present them. Families, for instance, are typically best served by lines like Carnival, Norwegian, Royal Caribbean, or Disney due to kid-friendly amenities. 

Then, look beyond these basics to truly plan a memorable, successful journey for your clients by looking at important psychographics—your clients’ lifestyle and preferences.

Ask the right questions to uncover what they envision for their trip. Are they seasoned travelers or first-time cruisers? Do they want adventure or relaxation? Remember that clients may not always know how to articulate their ideal experience, which is where the travel advisor comes in as the professional to ask questions that will help uncover what they really want from the experience. 

Cruise education for travel professionals 

When travel advisors start out selling cruises, a key part of success is educating yourself about the world of cruises, from specific ships and lines to booking processes and behind-the-scenes details. So where should you initially invest your time – site inspections and experiences or cruise line trainings? 

First-hand cruise experiences and cruise ship site inspections 

It’s true that to sell cruises with confidence, you should probably go on at least one cruise to get a feel for the energy and ambiance, guest services, and what the activities and docking schedules are really like. (This experience is especially important if you’re selling luxury, but more on that later.) In addition to a complete cruise experience, site inspections are a practical way to get a feel for a ship itself. 

Cruise ship site inspections, similar to hotel site inspections, are a practical way to gather a lot of basic information that will help you with your travel planning and creating itineraries for clients…but different from hotel site inspections, cruise ships often entail more than just accommodation. Cruises are an all-inclusive experience, wrapping up dining, activities, and close proximity to staff and service members. So ship site inspections are a way to get a sense of this all-inclusive travel experience. 

For luxury cruises, firsthand experience is particularly valuable and will set a travel advisor apart as a true expert in luxury cruising. High-end clients expect detailed insights on aspects like food quality, service levels, and suite accommodations that can’t be fully captured in online training. Ideally, travel advisors should sail with a luxury line to understand the overall experience—but if that’s not possible, ship inspections are still helpful, especially if paired with training. 

Cruise line training programs

When it comes to learning a lot of in-depth information about a cruise line, their training programs are efficient, exhaustive ways to learn everything from demographics and onboard features to itineraries. These programs give you essential information about the brand and help you understand the nuances of each line’s offerings without the travel expense of an inspection.

To get started with training, consider choosing one or two programs in each cruise category—mass market, premium, and luxury—based on your ideal clients’ interests. If you know you’ll be selling Alaska, for example, a training with Holland America or Princess is a great starting point. 

Once you complete the training, connect with your Business Development Manager (BDM) for the line. This relationship can help you get answers to specific questions and keep you informed of updates or opportunities to attend events like the ASTA River Cruise Expo.

How to start booking cruises 

Booking cruises is straightforward once you focus on a few key details. Unlike hotels, cruise lines fit into clear categories—mass market, premium, and luxury—so you can quickly narrow down options based on your ideal client profile. Start by choosing a few cruise lines that align with your clients’ preferences and educating yourself about those particular lines.

When starting out, don’t stress about learning the online booking systems inside and out—rely on the cruise line phone reps instead (usually it’s worth the hold time!). They can answer your questions and even guide you through essential questions to ask clients and help with the booking process. It’s okay to say, “I am new to this and I need some support!” Once you’re selling a particular cruise line consistently, it may be worth learning the online system, but until then, focus on mastering the basics with help from the support team.

Get even more insights on this topic from two cruise planning experts! Check out The Hive’s recent event where we talk all about cruise planning and watch the replay for free.