Travel advisors on what’s new and trending with cruises and river cruises
Tell us a little about yourself and how you started specializing in cruises? What do you sell the most of: river cruises, expedition cruises or ocean cruises?
MB: I started in the travel industry in 2020, right in the middle of COVID, which I know was an unconventional time to enter the industry. That said, it gave me a unique opportunity to really learn the ins and outs of travel during a very complex period. After spending my first two years selling a wide range of travel products, I realized I needed to niche down, both for my own work-life balance and to build a more focused and effective marketing strategy. I also saw the value in becoming known for a specific area of expertise.
In 2021, I went on my first river cruise with Avalon Waterways and immediately fell in love with the experience. It completely changed my perspective on cruising, and I saw a strong opportunity to specialize in this space. After completing extensive training, it really confirmed that river cruising was the right niche for me. By 2022, I had shifted my marketing almost entirely toward river cruises, and by 2023, I made the decision to largely close my books to other types of travel so I could fully focus on building that niche. Today, river cruises account for approximately 80% of our sales at Yaycations. As we continue to grow, we are now strategically expanding into ocean and expedition cruises to better serve our existing clients while still maintaining river cruising as our core specialty.
SP: Hello! I began my travel career in 2006 at Flight Centre in Toronto. Later, I transitioned to being an Independent Consultant with Envoyage and have since established my own business of loyal clients. I have always enjoyed selling cruises as they present a refined, exclusive and thrilling getaway for those wanting to make the most of land and sea adventures. Typically, I mostly sell ocean cruises with an upmarket focus on river and expedition cruises.
What new ships or river cruises are you excited about?
MB: I’m really excited to see what Celebrity Cruises is going to do in the European river cruise space. They already have a very strong and loyal client base, so this is a natural and strategic expansion for them. From a marketing perspective, a big part of what I focus on is helping people understand that river cruising isn’t just for the demographic often portrayed in traditional advertising, particularly with brands like Viking. There’s a much broader audience that can truly enjoy this style of travel. I think Celebrity is going to play a major role in shifting that perception. Their brand already resonates strongly with travellers in their 40s and 50s, and they bring a more modern, lifestyle-driven approach. That’s going to open the door for a whole new segment of clients who may not have previously considered river cruising.
SP: It’s so exciting to see what is new and innovative in cruising. After my most recent sailing on Royal Caribbean’s Wonder of the Seas, it became clear that new ships strive to be bold and enticing to new and repeat clients. I am most excited about cruises that feature unique itineraries like a river cruise down the Magdalena in Colombia. I love to see Royal Caribbean’s ongoing investment in enhanced ships like Legend of the Seas and experiences like the Royal Beach Club in Santorini and Cozumel. It is exhilarating to see ultra-luxury brands like Ritz Carlton and Four Seasons enter this space with their Yacht Collections. Always something to inspire for the future.
With tour operators like Trafalgar and ocean brands such as Celebrity Cruises entering river cruising, what opportunities exist for travel advisors in terms of new clients, cross-selling and product differentiation?
MB: With established brands like Trafalgar and Celebrity Cruises entering the river cruise space, there’s a significant opportunity for travel advisors to tap into existing, highly loyal client bases. These companies already have strong relationships with their customers, so when they expand into river cruising, it naturally introduces the product to travellers who may not have previously considered it. This makes it much easier for advisors to start conversations and position river cruising as a natural next step for their clients.
There’s also a strong cross-selling opportunity. Advisors who are already booking clients on guided tours or ocean cruises can now transition those same clients into river cruising by leveraging the trust they already have in these brands.
From a product differentiation standpoint, this expansion is incredibly valuable. Brands like Celebrity bring a different style, energy, and demographic appeal compared to more traditional river cruise lines like Viking. This allows advisors to better match clients with the right product and to demonstrate that river cruising is not a one-size-fits-all experience, but rather a diverse and evolving category with options for a wide range of travellers.
SP: It is exciting to see these brands moving their focus to river cruises as it brings innovation and focus to a segment that could use more variety. Certainly, Celebrity’s sold-out offering shows the popularity and interest clients have to remain with a trusted brand. Travel advisors can capitalize on this by using existing brand appreciation to sell these new experiences to clients. They already know the product so it is really about positioning it to clients and taking advantage of deals in the marketplace.
What’s new and notable in cruising?
MB: From my perspective, one of the most notable shifts in cruising right now is the changing demographic, particularly in the river cruise space. Within my own business, I’m seeing a significant increase in travellers in their 30s and 40s booking river cruises. Traditionally, this style of travel was associated with an older demographic, but that perception is evolving quickly. Cruise lines like AmaWaterways and Avalon Waterways have done an excellent job of introducing more active, wellness-focused experiences onboard and on shore. This includes guided biking tours, hiking excursions, and fitness programming, which naturally appeal to a younger, more active traveller. I’m also seeing a growing number of couples in their 30s and 40s, particularly those without children or with more flexible lifestyles, who are prioritizing travel and choosing river cruising as a way to explore Europe in a more immersive and convenient way.
What cruise trends are you seeing right now that travel advisors should pay attention to?
MB: One of the biggest trends I’m seeing right now is the shift toward more mindful, experience-driven travel, particularly as younger generations enter the cruise market.
These travellers are prioritizing wellness, mental health, and meaningful experiences over the more traditional “big and flashy” elements that may have appealed to previous generations. They’re often less focused on things like heavy drinking or formal luxury, and more interested in immersive excursions, local culture, and how they feel during the trip.
This is influencing the types of products that are resonating. Cruise lines that offer active excursions, wellness programming, flexible dining, and more authentic, destination-focused experiences are performing especially well.
For travel advisors, this means it’s important to shift how we position cruising. It’s less about the ship itself and more about the overall experience, the pace of travel, and how well it aligns with a client’s lifestyle and values.
SP: Book early! Cruises are best priced months or even years in advance of the sailing. This gives the client ample time to plan their trip, with something on the books to look forward to. Luxury cruises are in huge demand, and they will continue to grow as more travellers see the inherent value in cruising. Similarly, small ship cruising is gaining popularity due to its inclusions, proportionate guest to staff ratios and extended durations in less visited ports. There is a trend towards all inclusive cruising as clients are free to enjoy the cruise and not concern themselves with the final bill upon disembarkation. Lastly, leisure groups and multi-generational families are seeing the benefit of booking cruise groups. I have a group that always books Virgin Voyages cabins side-by-side so they can remove the balcony partition to create an extended balcony space. Genius!
Which cruise segments—ocean, river, expedition or luxury—are growing the fastest and why?
MB: From my business perspective, river cruising has seen significant growth over the past few years. This is clearly reflected in the number of new companies entering the market, as well as existing river cruise lines continuing to expand their fleets and itineraries. That level of investment signals strong and sustained demand, and I’m seeing that firsthand in my own sales, where river cruising continues to be a dominant segment.
At the same time, expedition cruising is also experiencing notable growth. With the way information is shared today, the world feels more accessible than ever. Destinations that were once considered remote or reserved for seasoned explorers are now being positioned for a much broader audience. As a result, more travellers are becoming interested in unique, off-the-beaten-path experiences, and expedition cruising is meeting that demand by offering a combination of adventure, education, and comfort that appeals to a growing segment of the market.
Are you seeing more first-time cruisers entering the market and what’s driving that?
MB: Yes, I’m definitely seeing an increase in first-time cruisers, both in the river and ocean cruise markets. A big driver of this is the accessibility of information through platforms like TikTok and YouTube. Travellers are becoming much more educated about what these experiences actually look like, often before they ever speak to a travel advisor. That visibility is helping to break down misconceptions and build confidence in booking. I also think the convenience factor is a major draw. The idea of unpacking once while visiting multiple destinations is incredibly appealing, especially for travellers who want to maximize their time without the stress of constant logistics.
What’s interesting is that many travellers who may have previously focused on more traditional “relaxation” vacations are now realizing that cruising allows them to combine relaxation with exploration. They can still unwind, but also experience multiple cities, cultures, and destinations in a seamless and efficient way.
SP: Yes, this is definitely happening on a huge scale right now. A big driver is social media, with much fanfare afforded to state-of-the-art cruise ships that are frequently being delivered to market. First time cruisers are looking for bucket list itineraries and experiences to celebrate milestones and explore new destinations, without the hassle of travel overland. There is a large focus on European sailings as many want the convenience of a “resort on water” with the ability to see a variety of ports in a short amount of time. There is also a degree of nostalgia associated with cruising, harkening back to a bygone era of high-end luxury and impeccable service. Either way, cruising is on the rise.
What misconceptions about cruising do you most often have to overcome with clients?
MB: Two of the biggest misconceptions I regularly address with clients are price and demographics. Price is a major one. Many people initially assume that river cruising is too expensive. However, once you break down what’s actually included, such as accommodations, meals, excursions, transfers, and overall convenience, clients begin to see the true value. In many cases, it becomes a very comparable, if not more efficient, way to travel. The other common misconception is around age. A lot of people associate river cruising with an older demographic or something their grandparents would do. In reality, that’s changing quickly. With more active excursions, wellness programming, and modern onboard experiences, river cruising is attracting a much broader range of travellers, including those in their 30s, 40s, and 50s.
SP: I think that some clients have an antiquated opinion of cruising, whether it is from a bad experience or the concern of having so many people sharing the same space. Either way, there are many opportunities to shift their perspective by highlighting the benefits: unpacking once; transportation included; world-class dining; impeccable service; engaging entertainment; exceptional ports; spectacular views. Cruising delivers a novel view of the world, all from the comfort of your stateroom. There is nothing else like it!
What’s your approach to upselling?
MB: My approach to upselling is really rooted in personalization rather than sales. I don’t see it as ‘upselling’ in the traditional sense. Instead, I focus on truly understanding my clients, how they like to travel, what experiences matter most to them, and where they see value. From there, I make recommendations that enhance their overall experience. Often, once clients understand the differences between options, whether that’s a higher cabin category, a more inclusive cruise line, or adding pre- or post-cruise extensions, they naturally choose to upgrade because it aligns better with what they’re looking for. It’s less about convincing and more about educating and guiding. When you position it that way, clients feel confident in their decisions and ultimately have a much better travel experience.
SP: Sell the experience and focus on value. Compare price points evenly (ie. include gratuities, wifi, beverage packages, etc) so clients can see the overall benefit despite costs being higher. This includes higher priced stateroom categories. Having access to an exclusive restaurant or space onboard the ship, such as Aquaclass on Celebrity Cruises, can make a huge difference in the overall enjoyment of the cruise.
What are some of the hot itineraries or destinations for cruises or river cruises? Any other booking trends?
MB: Christmas market sailings continue to be incredibly popular. Travellers love the idea of capturing that festive atmosphere in the weeks leading up to the holiday season, and it’s become a staple itinerary for many of our clients.
We’re also seeing strong interest in newer and more unique destinations. For example, AmaWaterways’ new sailings in Colombia have been a major topic of conversation. Clients are excited about exploring a less traditional destination, but in a way that still feels comfortable and seamless through a river cruise experience.
On the ocean and expedition side, Antarctica has really gained traction. I’m seeing more inquiries and bookings for this destination, largely driven by increased exposure on social media and the fact that well-known brands like Viking are now offering expedition experiences. That familiarity gives clients more confidence to consider what was once seen as a very remote or niche trip.
SP: Right now, I am seeing a lot of interest in Adult Only cruises for Europe. Virgin Voyages leads the way with their all included approach with wifi, specialty dining, fitness classes, entertainment and soda/water part of their cruise experience. Oceania has been offering amazing value to clients seeking high end, small ship cruising at a fair price. They also recently became an Adult Only cruise line. Cruises within Asia are also gaining interest as Canadians look to new destinations to explore for winter travel.
Do you have any tips for other advisors getting into expedition cruises?
SP: Spend the time to learn about the product through training and certifications. This will keep it front of mind when speaking to clients, and can be used as an interesting talking point — “I was just learning about Aurora Expeditions and was blown away by their Northern Lights cruises…”. Also, highlight their sales on your social media to entice clients.
Are there any cruise companies that are very trade friendly?
MB: Over the past few years, I’ve built very strong relationships with AmaWaterways and Avalon Waterways, and both have been exceptional partners. They are incredibly supportive of travel advisors, whether it’s through training, accessible sales teams, or being open to collaboration on marketing and group opportunities. That level of partnership has played a big role in helping me grow my business in the river cruise space. I’ve also heard excellent feedback about working with Emerald Cruises and Scenic, and I’m really looking forward to expanding my sales with them in 2026 and 2027 as we continue to grow our river cruise offerings. I always appreciate working with companies that truly value the advisor community, and these brands consistently demonstrate that.
SP: I like working with cruise lines that have advanced online systems. This takes the guess work out of quoting and allows agents flexibility to find better prices and give real time quotes. I prefer to work with companies that compensate agents accordingly for their hard work and dedication to selling their product.
What’s the most expensive, longest, or most interesting cruise you’ve ever booked?
MB: One of the most memorable and interesting trips I’ve planned was for a client who travelled in late 2025 on an Antarctic expedition with Viking Expedition Cruises.
He and his wife really embraced the opportunity to turn it into a once-in-a-lifetime journey. They began with a pre-cruise land extension to Easter Island, followed by their Antarctic expedition sailing. After the cruise, they continued on to Machu Picchu, and we also customized an additional extension to the Galápagos Islands. In total, the trip was just over 30 days and included some of the most iconic and remote destinations in the world. It was an incredible experience to plan and truly rewarding to watch it all come together for them.
SP: I recently booked two fascinating cruises. One was aboard Azamara’s Pursuit with the sailing embarking from Singapore and ending in Kobe, Japan. The ports are so interesting, from Da Nang, Vietnam to Taipei and Okinawa, this really is the cruise of a lifetime. The other sailing is on Oceania’s Sirena with ports in St Tropez, France, Trapani, Sicily and Sorrento. I love that the small ship can take the clients right to where they need to be, not a 1-2 hour drive from the hot spots. I’m looking forward to hearing the feedback on these outstanding journeys!
What advice would you give travel advisors who want to sell more cruises?
MB: My biggest piece of advice for travel advisors who want to sell more cruises is to lead with experience and visibility. First, experience is everything. Being able to speak from firsthand knowledge builds trust instantly and allows you to confidently guide clients toward the right product. Second, you have to get comfortable with video. If you want to attract clients beyond your immediate geographic area, video is one of the most powerful tools you can use. It allows people to connect with you, understand your expertise, and see your personality before they ever reach out. Another key piece is being willing to freely share information. While we are the experts, not everyone is meant to be our client, and that’s okay. By consistently providing value and education, you naturally attract the right clients, those who are looking for guidance, reassurance, and support. What I’ve found is that these clients often come in already well-educated through your content. They trust you, they’re confident in their decisions, and they’re ready to book. Those tend to be the best and easiest clients to work with. Ultimately, by putting yourself out there, especially through video, you attract your ideal audience. Many of our clients have very aligned personalities with our team, which leads to stronger relationships and a much more enjoyable booking experience for everyone.
SP: Cruising is a huge industry that has so many different options to offer our clients. Start by focusing on a few cruise lines that interest you and complete their online training programs. Use an online cruise timetable resource to find itineraries that work for your client’s trip. Lastly, get on board! Connect with your BDMs to find out about FAM trip opportunities. If you can’t get on a FAM, look at off season sailing deals that interest you as first hand knowledge will do wonders for your cruise sales.
Do you have anything to add?
SP: As with all bookings, advise the clients to select the cabin type they really want, and not be deterred by sticker shock. I once cruised in an Oceanview stateroom and it was very disappointing! Since then, I have always advised and personally sailed with an Oceanview balcony stateroom or higher. The benefits are worth the extra money and your clients will be elated at the recommendation. Personal space is limited on a cruise, so having that extra square footage really makes a difference: now you have a place to relax, enjoy the wonderful views passing by and perhaps keep the balcony door open, as the sound of the ocean soothes you to sleep.
