Advantage Travel Partnership has reported its overall cruise sales are up 10% so far this year.
Expedition cruise posted the highest level of growth with 34% growth year to date, while river cruise sales increased by 24%, ocean cruise by 10% and luxury cruise by 8%.
Up to 65% of river cruise bookings came from customers who were new to the sector.
Average cruise booking values increased by 11% compared to the same period in 2024.
The growth was reported at Advantage’s Latitude Conference on board Sky Princess.
The Western Mediterranean is leading the way in terms of destinations with passenger numbers up 34% in the first eight months of the year, including ex-UK departures and fly-cruise options.
Jonny Peat, Advantage Travel Partnership director of cruise, said: “Ocean cruise lines entered the year in a much stronger sold position, which has meant prices held firmer for 2025 sailings while keener pricing for key 2026 dates has encouraged an earlier booking curve.
“Overall confidence for forward bookings remains strong, and we continue to urge our members to encourage customers to book early if they have a particular ship, cabin type or destination in mind.”
Peat added river was “the gift that keeps on giving” and was “almost an easier entrance to cruise”, particularly for travellers used to touring and city breaks.
From the beginning of September to the start of the Latitude Conference on October 14, Advantage was up 24% on revenue and passengers for river.
Forward bookings for 2026 were up 38% compared to the same period last year, which represents “significant acceleration” from the 8% increase of the previous year.
Looking ahead to 2027, early signs are “even more promising”, said Advantage, with passenger numbers already 62% ahead of the same time last year.
Dedicated cruise initiatives
Alongside these booking trends, Peat unveiled several dedicated cruise initiatives for Advantage members, such as a trial one-to-one programme and a dedicated advisory board and enhanced marketing support.
The Cruise One-to-Ones initiative will be trialled in 2026, with more information to be unveiled in November ahead of wave, giving select Advantage members the opportunity to connect with experts across the cruise sector on how to grow their cruise sales and reach specific goals for their businesses.
Peat said between 10 and 15 individual businesses will be given an opportunity to engage in the trial, and if there is enough demand he will look at expanding it.
Peat also announced the consortium would establish a Cruise Advisory Board which will meet on a quarterly basis.
The board, led by Peat, will bring together “leading voices from across the industry” to shape the future of its cruise division, including cruise line executives, supplier partners and Advantage members.
Commercial director John Sullivan added figures from technology, advertising and other industries outside of travel would also be considered for membership of the board.
The board is inspired from the “proven success” of the Advantage Travel Partnership’s Global Business Travel Advisory Board established in 2024.
He added the priorities for Advantage would be broadening its cruise product and helping members sell the sector as “another holiday”.
In addition, Advantage Travel Partnership plans to hire a senior commercial cruise executive, who is expected to join in early 2026.
The new starter would work alongside Peat, who said: “Our ambitions for cruise are genuinely limitless, and we’re anticipating substantial continued growth in this pivotal sector throughout 2026 and beyond.
“To capitalise on these opportunities and deliver further exceptional value to our members and stakeholders, we need to ensure our infrastructure and resources match our aspirations.”
