Cruise Is Outrunning Land
Two UK trade sellers report cruise growing several times faster than the rest of their business, at higher values. Advisors without cruise are missing the fastest-growing sale.
Two UK trade sellers released autumn numbers this week, and both point the same way: cruise is growing much faster than the rest of their business, and at higher booking values. Neither is a cruise specialist. That is what makes the data useful for advisors deciding where to put their selling time before peaks.
The numbers
Not Just Travel, the homeworking network, says cruise sales rose 38% during its month-long “Cruise Month” campaign. The business as a whole grew 9% in the same period, so cruise grew more than four times faster. Cruise rose to 23% of total sales, from 18% a year earlier.
Value is the other part of the story. The network says its average booking value rose 14.3%, and that cruise bookings are typically worth about a third more than land holidays. More than 570 of its 800-plus consultants made at least one cruise sale in the past year. “Cruise is growing more than four times faster than the business overall, and at higher values,” said co-founder Steve Witt.
USAirtours, the trade-only operator, reports its best-ever August and September, with revenue up 60% year on year. Its sister brand Beyond Cruising grew faster still: cruise bookings rose 74%. The Caribbean drove most cruise volume, with growing interest in Alaska. More than 10% of bookings in the period were for departures in 2028 or later, according to the company. “These results are a real testament to the team we have across USAirtours and Beyond Cruising, and to the strength of the partnerships we have built with the trade,” said founder Guy Novik.
The cruise lines themselves are saying something similar. Marella Cruises CEO Chris Hackney said last week that “Eastern Mediterranean cruises remain popular, with Summer 2027 already ahead of last year’s performance.”
How to read it
These are company-reported figures, from businesses with an interest in good news, and they cover short, campaign-driven periods. Not Just Travel’s 38% came during a month of training, partner offers and consumer marketing. Still, the gap between cruise and land growth is large in both data sets.
For luxury advisors, the more telling number may be USAirtours’ share of 2028 bookings. Clients are committing two years ahead, which matches the growing number of cruise and river programmes for 2028 now on sale.
For advisors
- Put cruise into every long-haul conversation. Caribbean and Alaska are the regions driving demand in this data.
- Sell on value. If a cruise booking is worth about a third more than a land booking, as Not Just Travel says, it is worth the extra time to qualify clients.
- Book 2028 now for in-demand dates. Marella’s summer 2028 programme goes on sale on 15 October.
- Ask your operators for training. Both businesses credit training and partner support for the growth.