Advantage to strengthen cruise division after 10% sales growth
The Advantage Travel Partnership is set to reinvest in its cruise division after overall cruise sales leapt 10 per cent year-on-year during the first eight months of 2025
Revealed today (15 October) at the agency group’s annual Latitude Cruise Conference aboard Princess Cruises’ Sky Princess, Advantage said performance reflected growing consumer confidence in the sector and demonstrates the strength of the consortia’s member network.
Average booking value also saw an increase, jumping by 11 per cent compared to same period in 2024.
Meanwhile, expedition cruising experienced the highest level of growth of all cruise sectors, jumping 34 per cent year-to-date for Advantage’s members, followed by river at 24 per cent, ocean at 10 per cent and luxury at 8 per cent.
As a result, Jonny Peat, Advantage’s director of cruise, announced to conference delegates that his team will be further strengthened in 2026 to support the company’s long-term vision for the sector.
Speaking at the event, Peat announced the appointment of a senior commercial cruise executive, expected to join in early 2026 and emphasised the strategic importance of the expansion.
“Our ambitions for cruise are genuinely limitless, and we’re anticipating substantial continued growth in this pivotal sector throughout 2026 and beyond,” said Peat.
“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.”
Peat revealed that Advantage’s Cruise strategy for 2026 will be focused on driving membership, working with new partners, expanding its cruise product portfolio and adding new propositions from other sectors that are complimentary to cruise.
He said: “Our members are increasingly recognising cruise as a key growth opportunity, and I’m excited to strengthen our commitment to the sector.
“We’re perfectly positioned to capitalise on the wave of growth expected through 2026 and beyond, delivering the exceptional service our Latitude community needs to leverage and succeed in this booming market.”
“Confidence holding strong for forward bookings”
Advantage was also able to reveal that forward bookings for the ocean sector continue to be strong, with 2026 passenger numbers up 38 per cent compared to the same period last year, a significant acceleration from the previous year’s 8 per cent growth rate.
Early indicators for 2027 are also promising, with passenger numbers 62 per cent ahead of last year’s comparable period.
When it comes to destination popularity, the Western Mediterranean leads the charts with passenger numbers up 34 per cent year-to-date across all future seasons. Norwegian Fjords have also proven popular, showing an 18 per cent year-on-year increase.
River cruising, meanwhile, continues to serve as an accessible entry point for first-time cruisers, with up to 65 per cent of bookings coming from customers new to the sector. Advantage attributed the sector’s growing appeal to its natural crossover with city breaks and touring, offering direct access to multiple cities in a single trip.
As expedition cruise bookings grow, Advantage’s adventure travel clients appear to be getting younger, with 46-65 age range driving demand for polar expedition cruising, suggesting these journeys are no longer solely post-retirement bucket list trips but are being planned and taken earlier in life. Beyond polar regions, the Galapagos continues to generate strong enquiries.
Peat added: “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.”
Advantage to launch cruise advisory board
Advantage also announced plans today for a new dedicated Cruise Advisory Board (CAB), bringing together leading voices from across the industry to shape the future of its cruise division.
Inspired by the company’s Global Business Travel (GBT) Advisory Board, which was established in 2024, the CAB will allow Advantage to stay closely aligned with its members.
The Board will comprise senior representatives from cross-industry, including cruise line executives, supplier partners and leading figures from Advantage’s own cruise membership base.
Members will convene multiple times annually to provide strategic guidance, industry intelligence and insight into emerging trends and opportunities.
Peat explained: “The cruise sector is evolving at an unprecedented pace, and we need insights from the sharpest minds in the business.
“By establishing this Advisory Board, we’re creating a powerful forum where industry leaders, operators and key stakeholders can collaborate, share expertise and help us deliver even greater value to our cruise community.”
