The consortium rebranded its cruise product community as Latitude last October, using Facebook to share video updates, exclusive supplier news and deals with members. This, said Advantage on Tuesday (14 February), has resulted in 70% growth in the community since the rebrand, driving strong turn of year cruise enquiries and bookings.
"The success of the rebrand is showing in the strong cruise bookings Advantage is seeing to kick off 2023," said the consortium, which reported average client spend with members on mainstream cruise holidays up by 25% compared with 2022.
“Cruise bookings are bouncing back, and we are really encouraged by what we are seeing," said Advantage cruise commercial manager Peat. "Advantage recognised early on that the cruise industry is ever evolving, with new ships, routes and investment every day, and we have stepped up our cruise portfolio to our members to ensure we make the most out of the lucrative cruise business.
Eight to 10-night Mediterranean cruises are proving particular popular, said Advantage, owing to widespread availability out of Barcelona and Rome of longer than seven-night but shorter than two-week itineraries, a trend highlighted by Riviera Travel last month in the river sector.
Other options selling well are shorter two- to four-night sailings closer to home, such as to the Channel Islands, Le Havre in France and Amsterdam, with sales already into 2024, and school holiday sailings incentivised through child discounts, low deposits and all-inclusive pricing.
River demand for 2023 has also "persisted", with a particular uptick in sales for 2023 Christmas market sailings, as well as family-focused no-fly options.
Spend on, and demand for, higher-end expedition and luxury cruising is another area of growth highlighted by Advantage as more further-flung destinations reopen to tourists, with more consumers upgrading their trips and with lines launching their 2024 and 2025 seasons.
’Stepped up’
While a majority of bookings during "key" February and March booking periods are for summer 2023, there remains a strong lates market, with bookings for March and April departures increasing too.
Peat said the relaunch of Latitude had allowed some members to "transform" their cruise offering. "Many travel agents specialise in cruise, however, it’s impossible for one agent to keep track of all the information out there, that’s where Advantage have stepped up and considered the right approach for members by creating Latitude and enhancing our overall cruise focus.
"Engagement across our members has been higher than ever and we are seeing the results of their hard work in strong cruise bookings as they convert even more of their customers to cruise."
