This was the message from Clia UK managing director Andy Harmer, who spoke during The Advantage Travel Partnership’s Back on the Water 2022 cruise conference onboard Virgin Voyages’ Valiant Lady on Saturday (8 October).

According to research carried out by Clia, 10% of all UK holidaymakers are cruise customers. Two thirds (66%) of respondents who have never cruised before said they would be open to a cruise getaway for the first time, if "they find the right sailing".

The majority of customers (87%) stay at embarkation ports prior to their cruise – 45% for one night, 23% for two nights, 15% for three nights and 3% for four or more.

"You have to look after your cruise guests and find out what it is they want from a holiday, and what cruise can be applied to their individual needs," he advised delegates.

"Think about those destinations, closer to home is proving really popular at the moment. Destination is also key, so top up your destination knowledge by getting to know those turnaround points.

"It’s not just the fact we can explore these different places, but it’s what the destinations can offer customers they wouldn’t get unless they were on a cruise."

Clia also reported an uptick in interest in cruises from those aged 35 and under, due to the "uniqueness" of a cruise holiday and the ability to visit multiple destinations in one trip.

"Attend events, ship visits, fam trips, and get involved," Harmer further urged agents. "Invest time in webinars, training courses, product updates – share the fact you’re a cruise expert, customers will respond to that.

"The industry is investing billions in new ships, new fuels, and new technologies because we understand the responsibility we have to our environment and the places we visit, which customers will also appreciate.

"Cruisers can be anyone. I said one in 10 take cruises – it’s time to focus on the other nine that haven’t yet. There’s a sailing out there for everyone, and now is the time to capitalise."

Elsewhere, a panel of experts urged agents to boost their knowledge of cruise calling points and destinations to entice yet-to-cruise passengers.