In our diverse market, customers require clear insight and need agents to offer genuine expertise. They want to feel reassured their holiday is being planned by someone who understands the ships, the destinations and the differences between the lines. In short, knowledge has become a crucial currency.

That’s where training comes in. At Clia, we have long championed the value of learning because enhanced expertise pays dividends. Cruisers who book their holiday through a professional travel agent enjoy their cruise more than those who do not (NPS average of 43 compared to 27), and that is because travel agents are better equipped to match customers to the right options. And this is particularly important, as 31% of cruisers over the past two years are new-to-cruise – who potentially need the most advice. This figure has jumped from 24% in 2019.

Training is a vital part of success because it allows travel agents to fully support holidaymakers – whether it’s inspiring a first-time customer who has never considered a cruise before, or supporting an experienced cruiser who wants to try something different. Knowledge breeds confidence in any walk of life and therefore selling cruise holidays is no different.

Training also helps agents articulate the benefits of cruise in a way that resonates with today’s customer. It encourages them to break down myths, highlight the exceptional value and match the right product to the right traveller. In a growing and increasingly distinct market - which now features the likes of ocean, river, expedition, traditional, small ship and luxury cruise – that knowledge is invaluable.

With Cruise Week 2025 fast approaching (15-21 September), now is the ideal time to invest in your own expertise. This year’s theme, #BeyondExpectations, reflects the ambition and excitement that defines our sector. Across the week, we’ll be running webinars, incentives and trade prizes, as well as The UK’s Biggest Cruise Event on September 16. Over 40 cruise lines are already confirmed, alongside more than 1000 agencies - a clear demonstration of the momentum and enthusiasm building across the industry.

Cruise Week isn’t just about learning – it’s about converting that knowledge into enquiries and bookings. By engaging with the events, tools and resources on offer, agents can position themselves as trusted experts, capture the attention of new-to-cruise customers, and convert more of those conversations into sales.

The tools are there, the support is in place and the market demand is stronger than ever. My message to agents is clear: take advantage of the training on offer, use Cruise Week as your platform to showcase your knowledge, and seize the opportunities that are in front of you.

Because in cruise, knowledge doesn’t just build confidence – it builds profit. 

Andy Harmer is the Clia UK and Ireland managing director