This article originally
appeared in the January issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
Despite a few ripples of concern that cruise sales would weaken at the end of last year – due to the presidential election, a leveling off of record post-pandemic sales and ongoing international strife – several cruise-focused host agency executives say 2025 looks like another blockbuster year.
“While 2024 cruise sales increased moderately over the banner year 2023, 2025 is gangbusters at this time and well ahead of the same time last year,” Sharon Fake, executive director of Travel Experts, told AGENTatHOME. “Our advisors already have bookings for 2025 on some of the cruise lines that exceed totals for all of 2024, particularly for the luxury segment.”
Host agency executives are witnessing strong booking patterns. (Source: Eric Bowman)
An Expanding Booking Window
Cruise Planners COO Theresa Scalzitti was similarly optimistic. “Sales for 2025 departures are looking very strong. Cruise Planners is pacing 18 percent ahead of the same time last year,” she said. “Heavy build into 2025 started much earlier this year due to the expanding booking window. Many suppliers are reporting that they are turning the year much stronger than in years past as well.”
There may have been some wariness in booking in late 2024, but sales have bounced back. “Bookings are definitely exceeding pre-pandemic levels for cruises in 2025,” Fake said. “After some booking hesitancy due to the election and world events, clients have decided that this is the time to plan and book for 2025 cruising.”
Similarly, Drew Daly, senior vice president and general manager for Dream Vacations and CruiseOne, is also seeing evidence of stronger booking patterns from the pre-pandemic pace. “This is evident with longer bookings windows, robust pricing, new products/ destinations and overall continued demand for travel,” he said.
Strong 2024 Year-End Bookings
Sales usually slow in late fall/ early winter, but that hasn’t been the case this season, Scalzitti said. “In fact, the last two months have been extremely strong and breaking the traditional pattern of softer bookings in the fall/ winter timeframe,” she said. That, of course, could be attributed to the Black Friday/Cyber Monday sales offered by most cruise lines, which featured great deals only to merge into the annual Wave Season, traditionally the first three months of every year.
“Wave Season has shifted over the years and the industry starts to pick up heavily during the Black Friday and Cyber Week time, which these days extend beyond those weeks both before and after,” Daly said. “Then, starting after the new year, we have traditionally seen another uptick during the traditional Wave Season.”
Cruise lines offer incentives year-round, so bookings tend to remain strong whatever the season. “Year-round offers are now much more available, particularly to cruisers with status with the cruise lines,” Fake said. “They often receive substantial and comparable offers throughout the year.”
Cruise Trends for 2025
For 2025, cruise trends include “shorter-length sailings featuring brand-new ships, and on the other end of the booking window spectrum, product for future years opening up earlier than ever,” Daly said.
“What continues to be clear is the value of the travel agent is stronger than ever; people want to work with someone they trust and have a relationship with,” he said.
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