Despite events in the Middle East and Ukraine, and emerging geopolitical flashpoints such as the US's aggression towards Venezuela, the cruise sector has once again proved remarkable capable of withstanding external headwinds.
Indeed, on stage at the Clia Cruise Forum, various cruise bosses reported strong demand for departures further out, with one vowing (again) never to discount – even though others in her sector have failed to hold their nerve and slashed prices.
Plus, almost every delegate – both agents, those from cruise line teams and from other travel firms – said they felt upbeat about the year ahead. So here are six key takeaways from Wednesday’s Clia Cruise Forum sessions.
Positive outlook for 2026?
Any regular at Clia events will be familiar with the Slido platform, which the cruise trade body uses to interact with delegates. After Clia revealed 2.4 million Brits took a cruise last year, a 41% hike since 2013, Clia asked delegates how optimistic they feel about their cruise sales in 2026.
A massive 97% said they were optimistic, while 39% predicted the big sales opportunity would be in the luxury sector. A further 27% believe their bookings growth will come in the expedition sector, while 21% felt river cruise bookings would drive their business’s sales.
‘We will never discount’
Viva Cruises’ boss Andrea Kruse has already gone on record this year to reveal the river line’s pricing strategy.
But, on stage on Wednesday (18 December), she doubled down on her pricing promise to never discount.
Viva Cruises boss Andrea Kruse refuses to discount and would rather her line's river ships sail with empty cabins than cut prices (Credit: Steve Dunlop/ Clia)
“We will never discount," she said. "That’s a very high promise to our guests and partners. I think that quality has a price tag.”
Kruse’s vow came the same week APT Travel Group’s UK boss Paul Melinis issued a warning about how discounting could create “a vicious cycle” in the river sector, which could ultimately “compromise industry standards”.
New river lines are good for sector
Asked how she felt about Celebrity River Cruises, Trafalgar and National Geographic-Lindblad Expeditions joining the sector, Kruse said: “I like that there’s competition because it brings attention to the river cruise industry.
“There are enough travellers out there for all of us. There’s no more relaxing way of travelling. All the products out there are so different. There’s no bad product so I’m very optimistic and very happy we get all the attention now.”
Kruse said following the appointment of UK and Ireland country manager Michelle Daniels in April, sales in this market are “growing”, but she stopped short of revealing how close the brand is to achieving its 10% market share target, which has been widely publicised.
“It’s too early to say after six to eight months,” she said, referring to the 10% market share goal. “I have to give Michelle Daniels another few months.”
P&O Cruises' new onboard packages…
P&O Cruises customers can now enhance their holiday with "all-inclusive" packages – the Classic Package (£49 per person per day for five to 14-night cruises) or the Deluxe Package (£59 per person per day for five to 14-night holidays).
Packages are available to buy when the cruise is booked, meaning an extra upsell opportunity for agents. The Classic Package includes a selection of alcoholic and soft drinks, WiFi and dining credit.
The Deluxe Package, meanwhile, incorporates the Deluxe Drinks Package, with a wider selection of drinks, better Wi-Fi connection, which is ideal for streaming or video calls, and more dining credit than the Classic Package.
Ruth Venn, P&O Cruises associate vice-president, sales and distribution, told delegates: “For the first time, we’ve have launched two all-inclusive packages to give our customers more choice and more value.”
...but rules out private islands
However, Venn ruled out adding stop-offs on private islands into P&O Cruises itineraries.
“[Private islands] are not on our radar,” she said. “Our current Caribbean deployment does not cover [private islands]. It’s more about the experience onboard the ship.”
Supply versus demand
Paul Beale, vice-president sales for UK and Ireland for Oceania Cruises and Regent Seven Seas, said Regent had had to increase pricing for 2026 departures due to strong demand. “Demand for 2026 across the board is so high the pricing isn’t as keen as it was before,” he explained. “We’ve had to push our pricing up a little bit. That’s affecting our forward campaigns.”
He added that some of Regent’s “biggest competitors” are other international markets which the ultra-luxury cruise line sells into – not rival luxury cruise brands. “We’re always trying to get ahead of the other territories,” he explained.
The cruise leaders panel at the Clia Forum reported seeing strong demand for departures further out (Credit: Steve Dunlop/ Clia)
Claire Stirrup, Celebrity Cruises’ UK and EMEA managing director, said: “I think the majority of cruise lines in whatever sector have gone on sale earlier.
“We brought our on-sale date much further forward because we’re seeing that demand further out right up to 2028. Our trade partners are saying they want us on sale earlier and earlier.
"As always, we listen to what trade want and that is what we do.”