In 2025, the five-ship line achieved an Earnings Before Interest, Taxes and Amortisation (EBITA) of €167 million, up €26 million year-on-year; record customer satisfaction scores and a repeat passenger rate of more than 40%.
Hackney told TTG how more than 1,200 third-party agents made a Marella Cruises sale last year, with 200-plus new agency branches choosing to book the brand for the first time.
Hackney revealed third-party agent sales are up 12% year-on-year, before adding: “I want to give a shout-out to the support we’re getting from third-party agents. 12% is bigger than our capacity growth last year.”
More than 25,000 agents including those that work in Tui shops completed a training session organised by Marella while 3,000 agents “engaged” with the line’s trade hub, Hackney added.
Through Marella's educational programme, Hackney confirmed the line would again welcome at least 100 agents onto its ships this year, with no more than 10 agents joining each fam trip.
In the Caribbean, Marella will host 30 third-party agents, who successfully earn a place through the line’s Make It On Marella incentive programme, in March.
“Because our ships are not based in the UK. We try to get agents on for a week,” Hackney explained. “It’s so much better for agents to actually experience the product.”
In September 2025, Marella’s parent Tui AG transferred two shipbuilding slots from Marella to Tui Cruises after making a “strategic decision”.
Tui AG said at the time the move would enable Tui Cruises to “build on the success of its Tui Cruises joint venture, which has a proven track record across various European markets”.
When asked about the move, Hackney insisted Marella’s existing fleet is performing “very well” currently before revealing how themed cruises and itinerary developmen are two key focuses for the line.
He added: “Our ships are very popular with our customers. We will continue to develop our itineraries including our themed cruises. We’re doubling down on our themed cruises.”
Marella will operate its first-ever country music sailing – called Country Rhythms – on Marella Explorer 2 in February. The line-up features The Dolly Show, a Dolly Parton impersonator, and line dance classes.
Hackney also noted how customers are booking longer cruise-and-stay packages which tended to include a short stay in a Tui hotel after a seven-night Marella sailing.
Cruise-and-stay bookings lasting 10 nights are 54% up year-on-year, while 11-night itineraries with a four-night stay are 35% up, Hackney added.
Hackney opened the door to basing a ship in Asia again after axing its 2024/25 programme two years ago.
“We may go back to Asia because it really resonated with our customers,” Hackney added.
“After the pandemic we did not return straight away but there’s no reason to not return to Asia. It’s part of an ongoing deployment discussion.”
