Speaking onboard Celebrity Cruises’ Celebrity Silhouette on Saturday (13 May), the line’s former president and chief executive Lutoff-Perlo said the industry has done a "phenomenal" job in convincing more customers to cruise – but there is still a "huge opportunity" to attract more.

"Continue to find ways to overcome cruise stereotypes," she added. "Cruising competes with four- and five-star hotels, and more and more people are becoming first-timers on cruises, which is wonderful, but there is more we can do." 

The UK, Lutoff-Perlo said, has "always been really important" to Celebrity, being the line’s second largest international market behind the US.

 "The UK team has done a brilliant job and it is still really important for us to build in this great part of the world," she added.

Meanwhile, Silversea president and chief executive Barbara Muckermann said the "most important thing" when attracting new-to-cruise clients is selling the destination.

"Get the right guests on the right cruise, as there is a cruise holiday for everybody," she advised delegates.

"It’s all about the emotional benefits of luxury cruising and what a holiday at sea brings, as well as getting the right experiences for the guests."

Another way to attract new customers, Muckermann advised, is by offering expedition cruising, as "destination is what the expedition industry is all about". 

"There is so much opportunity in expedition cruising when it comes to attracting new guests, the focus should always be on how it can open up new destinations," she added.