INTRODUCTION

Each year, an estimated 6% of North Americans make the transition from being exclusively land travelers to

identify them can be a challenge.

A new cruiser can belong to any age bracket, can choose any cruise segment,

and can select any cabin type. They could also have a diverse range of previous travel experiences. Therein lies

both the novelty and the challenge of this segment. As one advisor aptly sums it up, “I sent a first-time cruiser

on a 21-day Antarctica trip. You never know!”

However, despite the wide spectrum of new cruiser profiles throughout Travel Market Report’s Outlook on New

Cruisers, we will reveal how to narrow your focus, identify the most likely “new to cruise” prospects, ask a

finite list of qualifying questions, and engage in the best sales strategies, to increase your likelihood of success.

Our findings indicate that the sky’s the limit on converting land travelers to cruisers – whether it is to ocean,

river, or even expedition sailings. Interest in cruising is high from both existing clients and from new prospects

who seek to find a qualified travel advisor. While there is no cookie-cutter strategy to target first timers, the

importance of referrals is revealed to be one of the universal truths among advisors.

from a trusted travel advisor. And, while this survey was taken pre-COVID, that’s a sentiment that has also been

boosted by the advent of the pandemic as consumers seek more answers and more expertise before making

their vacation decisions. Consumers, now more than ever, depend on the advisor to navigate the complexities

of pricing and promotions, as well as to understand how things like COVID could impact their plans.

Advisors need to up their game to prepare in responding to an indefinite number of questions.

What often begins as a self-guided online search by the traveler, ends in immense personal attention and

handholding throughout the customer journey by the cruise specialist. Advisors are able to clearly demonstrate

their worth, resulting in loyal repeat customers for themselves and for the cruise industry. First-time cruisers

are looking to get a taste of the cruising world and it is the advisor’s responsibility to make a perfect match.

While respondents took this survey before the emergence of COVID-19 and its massive impact, not only on the

cruise industry but on the larger travel industry and the world, we still believe the insights into the thinking of

consumers and the success of advisors in the space provide an excellent resource for travel advisors. However,

because it is difficult to predict how the industry will look once COVID-19 has passed, we have decided to

eliminate the prognosis section, retaining only the more ‘experiential’ elements of our advisor respondents.

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