With ocean cruises on an upward trajectory (34 million cruise-goers in 2024, according to Clia), there’s no better time for home-based travel agents to be making the most of this lucrative market. But with so many cruise lines to choose from, it can be difficult knowing where to start. That’s why TTG has teamed up with Celebrity Cruises to launch the Xcelerator Programme, a virtual training academy to help grow your knowledge, confidence and sales.

In the first workshop, Celebrity Cruises training manager for Emea, Leon Hand, introduces the Celebrity product to home-based agents. This kick-starter session highlights what makes Celebrity stand out in a saturated cruise market and explores how to identify the perfect client for a Celebrity Cruise. Here, we highlight some of the session's key messages.  

Why Celebrity?

Setting itself apart from a sea of 'big white ships', Celebrity positions itself as a premium holiday experience where every detail is thoughtfully elevated. According to Hand, this is achieved through five defining ‘groundbreakers’ that shape the Celebrity experience. This includes: food and drink; sense of place; stay; hospitality and entertainment. Celebrity consistently raises the bar and exceeds guest expectations in each of these areas.

Celebrity has also received external endorsements from the esteemed Forbes Travel Guide, with several of ships gaining an impressive four-star rating. Hand said agents can use this as another point of distinction and excellence when selling the cruise line. 

Who is the ideal Celebrity client?

Hand described the perfect Celebrity guests as “high-end, high-spend repeaters”. These are experienced cruise-goers who have a high-disposable income, often over 45 years old and no children. They are big foodies, culture lovers and adventure seekers.

“We welcome everyone,” Hand said. “But what I am doing as part of this Xcelerator programme is honing in on what will drive and turbocharge your business – and these people are the sweet spot."

Credit: TTG Media

There’s also opportunities to reach new-to-cruise clientele. “Many people who match this client description but have never cruised before think it is a regimented, formal and traditional type of holiday – it isn’t! It’s all about balance and choice” Hand said, emphasising guests have the freedom to do as much or as little as they like on a Celebrity Cruise.

What Celebrity packages are available?

Hand highlights the three main Celebrity packages for agents to offer their clients. These include:

• Cruise only: interior AquaClass; lowest available fare; drinks, tips and Wi-Fi NOT included in the price.
• All-included: interior AquaClass; classic drinks package (up to $12); standard Wi-Fi.
• The Retreat: suite guests only; private areas; premium drinks (up to $19); premium Wi-Fi.

Whether your customer is after the most basic cost, the best value, or the most luxurious cruising experience possible – there is a price point to suit every customer. 

Key areas for Celebrity sailings

In 2026, there will be eight ships sailing in Europe throughout the summer, many based at ports in the Mediterranean including Barcelona, Rome and Athens. Celebrity Apex will sail from Southampton, while Celebrity Silhouette will be in Iceland for July and August. 

“Xcelerating your business means a laser-focus on Europe”, Hand advised agents during the session.

What’s new with Celebrity?

November saw the exciting arrival of Celebrity Cruises' brand new ship – Celebrity Xcel – the fifth ship in the Celebrity Edge series – and now on sale for 2026 and 2027 sailings. Next summer, Celebrity Xcel will be based out of Barcelona and Athens, mostly sailing seven-night itineraries. 

Hand said the “gaming-changing” ship has seven exciting new spaces. These include the Bazaar, the Pool Club and a ‘secret space’ – guests can only find out what this is by booking a cruise on Celebrity Xcel.

Watch TTG take an exclusive tour of Celebrity Cruises' new ship Celebrity Xcel

Credit: TTG Media/Celebrity Cruises

What are Celebrity’s premium options?

When it comes to upgrading and upselling Celebrity Cruises to comfort-seeking clientele, AquaClass is an opportunity not to be missed. This unique, superior balcony category is the perfect answer for couples – especially those celebrating a special occasion. 

“Think of this as a fabulous combination of indulgence and wellness,” Hand said. AquaClass not only includes lavish room extras – such as bathrobes and toiletries – but also includes the Spa Experience, in-room fitness kits and access to an exclusive restaurant. “If you’re not upselling to AquaClass, you’re not upselling your business,” he adds. 

For your luxury clientele, The Retreat offers the ship’s own high-end, private resort complete with dedicated 24-hour service. Its collection of exclusive spaces includes a two-level sundeck with pools, jacuzzis and cabanas; the Luminae restaurant featuring menus curated by renowned chef Daniel Boulud; and the Retreat Lounge, which Hand likens to “the very best airline lounges at Heathrow and JFK”. See the section on packages above for more information on what’s included. 

Piqued your interest? Watch session one of Celebrity Xcelerator on demand. To view, simply register here: ttgmedia.com/xcelerator-registration