Craighead may have been playing to a home crowd but her comments confirmed what agents have for months suspected – cruise is heading for a bumper year.

Make no mistake, though, the sector still faces a treacherous journey towards realising its full potential after suffering more than most during the pandemic.

Clia appreciates this need for focus. In its 2023 State of the Industry report, published in May, the trade association revealed lines need to find four million new-to-cruise passengers over the next two years to fill the additional capacity entering the market.

Agents will undoubtedly be critical to this, and they’re already sensing the market shifts – and the opportunities it presents.

In fact, several agents told TTG their new-to-cruise client base had been boosted by people whose friends and loved ones had suggested they give cruising a try, guiding the industry back towards the record passenger numbers it recorded in 2019.

“Business is being driven by peer pressure from friends and family,” said The Cruise Room managing director Robbie O’Grady. “[Clients’] friends are booking cruises so they’re being encouraged by them to book one too. This is all adding to the growth.”

O’Grady said the number of first-time cruisers booking with The Cruise Room was “high”. “I’m writing between 10 and 12 personalised cruise guides for new-to-cruise customers every month,” he added.

Ponders Travel managing director Clare Dudley echoed O’Grady’s explanation for the recent rise in new-to-cruise passengers. “I would say 20% of our customers are new-to-cruise,” she said. “There are people coming in after having a chat with a friend or family member about cruise.

“This is huge for us because we love cruise, and the client will feel safe when they come and talk to us. I’ve been on 120 cruise ships, so I know what I’m talking about.”

Agents, though, are mindful of the initial conversations they are having with first-time cruisers, telling TTG that customers – and even some agents new to selling cruise – feel overwhelmed by the volume of information out there in the market about the sector.

Before contacting an agent, customers will typically do some of their own research, which can often throw up more questions than answers. O’Grady said complicated cruise promotions were a “barrier” to booking sailings for first-time cruisers.

“The industry needs to make it easier for new guests,” he added. “People tell us they’re more confused than ever about cruise because of the research they did online beforehand.”

Jonny Peat, Advantage Travel Partnership commercial manager, said the consortium was trying to simplify the message for customers and agents alike.

“The promotions vary,” he said. “Some do it well, some not so well. For a new-to-cruise seller, it can be daunting, but we’re trying to make it simpler. Whenever possible, we’ll put agents in front of cruise companies. In August, we had three lines on a briefing with agents.”

Breaking down barriers

Cruise365 director Anthony Blackmore believes some clients are being put off booking fly-cruises due to recent air traffic disruption; more than 2,000 flights were cancelled on the August bank holiday Monday owing to a UK air traffic control meltdown, leaving hundreds of thousands of people delayed or stranded.

Blackmore said while his business was 20% up year-on-year, ongoing flight disruption was affecting consumer confidence. “In August, there were more flight delays than any other month this year,” he said. “When regional flights are rescheduled or cancelled, it has a big effect.”

Cruise365 recently covered a customer’s £350 transfer in Milan after their flight from Glasgow to London was cancelled, meaning they missed their onward connection.