It comes as the UK cruise sector is reporting a post-pandemic boom, with passenger levels topping one million between January and June 2023 – a 50% increase on 2019 levels.

Meanwhile, worldwide, 31.5 million people are expected to go on a cruise this year, with numbers going up to 39.5 million by 2027.

According to Clia managing director Andy Harmer, agents can get more people to book a cruise by offering them a similar proposition to their usual land holiday.

“The way to reach those 9/10 customers is think about the types of land-based holiday they do and switch them across [to cruise],” Harmer said during the Advantage Travel Partnership’s annual cruise conference in Paris.

“[Those who choose] resort-style hotels, swap them over to resort-style ships or [those who choose] boutique hotels, switch them over to a boutique ship.”

Overall, the industry is ripe with opportunities for agents as cruise lines are set to invest $44 billion in new ships over the next five years.

“As cruise lines add ships it means they can add new itineraries, ports of calls and experiences,” he said. “And that again means that we can appeal to a broader spectrum of customers.”

The trade is also supported by cruise lines providing “the support, the training and the opportunities to visit ships”. 

“As travel agents, you are better supported by the cruise lines than you are in any other sector of the travel industry,” Harmer said. “Cruise lines are really focused on growing their business through the trade and that benefits all of us.”