Warm weather destinations like the Caribbean are proving popular, in part because of the freezing winter temperature in parts of the US. (Source: Nicole Edenedo)
For some advisors, the 2025 Wave Season has gotten off to a bit of a slow start, several although noted momentum is building for 2026 bookings
“Our overall cruise business is down two percent from 2024,” said JoAnne Weeks, vacation division director at Acendas Travel. On a brighter note, “with the cruise lines opening their sale dates earlier than ever, we have a really strong 2026 building,” she said.
Chris Caulfield, owner of a CruiseOne franchise in Croton-On-Hudson, N.Y., said his cruise sales are lower than Wave Season 2024 but are starting to pick up. “I have heard from other advisors that some are having a busy time and others are not as busy.”
Looking Ahead to 2026
While most of CruiseOne’s bookings are currently for for 2025, Caulfield added that he’s also receiving bookings for trips into late 2026. “Clients are experienced cruisers and know that booking far out is advantageous,” he said.
“At this point, the bookings are slightly ahead of last year’s pace across several brands,” said Becky Smith, owner of Becky’s Travel Biz, Inc. “I’m attributing some of this initial surge to the recent weather issues that kept some guests at home – so they’ve decided to ‘think warm thoughts!’”
Cruise Segments
Travelers are booking a wide swath of cruise segments. At Acendas Travel, Wave bookings include contemporary, premium, luxury, ultra-luxury, expedition and river cruises. “Our premium, luxury and ultra-luxury business has exploded, along with our river cruise sales,” Weeks said. “Our business model has evolved over the years from the mass market cruises to the luxury market,” she said.
“Luxury travelers have discretionary income and plan to travel without thinking much of the pricing,” Weeks added. “Whereas the more mass market, contemporary cruiser continues to be hit harder with inflation including day-today expenses and the increase of cruising rates – and they also may be more inclined to ‘do it yourself’ by booking direct.”
Contemporary and premium cruise lines are the two segments that are selling the strongest at CruiseOne. “I’m also seeing interest in river cruises lately as long-time cruises look for new experiences,” he said.
Longer Itineraries
“Instead of taking two to three vacations like we’ve seen in the past years, client are opting for one longer vacation, making the most ‘bang for their buck,’ including the cruise and on airfare,” Weeks said.
Ralph Iantosca, owner of Iantosca Travel, an affiliate of Travel Experts, who specializes in ultra-luxury and expedition cruises, said longer “voyages have been popular, as the longer the sailing, the lower the daily per diem. Most have the time to sail.”
Silversea’s Wave promotions have proven effective in boosting business for Ralph Iantosca of Iantosca Travel. Pictured, Silver Nova. (Source: Silversea Cruises)
“I just booked Silversea Cruises’ 25-day Silver Nova sailing from Darwin to Melbourne for $27,360, which is just a bit less than $550 per person per day with deluxe verandah,” he said.
Warm Weather Destinations
Smith said she is selling more “family-oriented standard bookings – not the upper end – and mostly to the Caribbean, although we have had some European reservations.”
It should come as no surprise that travelers are looking to escape the brutal temperatures in many parts of the US this winter. “Warm weather destinations are always popular at this time of year, especially with the record cold we had in New York recently,” Caulfield said.
Wave Season Promotions
“I am not seeing the incentive pricing as in the past Wave Season,” Caulfield said. “Cruise ships are already near capacity for many sailings this year and that might play into it.”
“Some of the promos are almost repetitive in nature, so some of those are not really encouraging the bookings as such,” Smith said. “ But when onboard credits are offered, which is the case with a few, then that helps. For us, when we have the onboard credit offerings with groups that are not available for the general public, those are enticing guests to book with us.”
For Iantosca, Silversea’s Wave Season promotions have proven quite effective in boosting the agency’s business. “I have three nice bookings that came from their savvy marketing,” he said. “Two are 14-night itineraries roundtrip from Dublin to Iceland, and a 24-day Darwin to Melbourne itinerary for $27,360, which is just a bit less than $550 per person per day with deluxe verandah.”
In the end, many travelers are realizing the advantages of booking sooner rather than later. “They have learned that the voyages are quickly filling up and have limited cabins available to select from,” Smith said. “In cases, some categories have sold out. And last-minute bookings are growing increasingly difficult to find.”
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