The cruise segment is driving Virtuoso’s travel advisor sales in 2024. According to Misty Bells, vice president of global public affairs at Virtuoso, record-breaking numbers have been reported this year, with members of the network witnessing a significant increase in cruise sales volume.
General sales are up 14 percent compared to 2023, while cruise sales are up 18 percent over the same period.
[For a complete overview of the market, see the 2024 Luxury Market Report by Cruise Industry News.]
Bells added that various segments of the luxury cruise market are experiencing growth, with yacht cruises up 52 percent year-on-year.
Sales of expedition cruising, the top type of ultra-luxury travel for Virtuoso advisors, will grow 19 percent in 2024, Bells said at the 2024 Virtuoso Travel Week.
River cruises also showed significant growth with sales up 29% compared to 2023, while ocean cruise sales increased 15%.
Roland Howlett, director of Australia-based luxury travel agency Frontier Travel, highlighted demand for expedition cruises and trips to Antarctica.
He noted that these two voyages are in line with general luxury travel trends, allowing guests to “explore alternatives” and travel at a slower, more sustainable pace while engaging with local communities.
“It means a lot to us because there really aren’t many other ways to get to Antarctica,” Howlett explained.
“Once people have been to Antarctica and enjoyed the experience of an expedition cruise, they will eventually come back and sail in other areas,” he continued.
A similar trend was seen in Australia’s Kimberley region, where cruise ships are considered one of the best ways to travel, Howlett added.
“Passengers often end up visiting other destinations such as eastern Indonesia, Borneo and Papua New Guinea,” he said.
Fernando Gonzalez, CEO of First in Service, a luxury travel company that operates in six countries, said cruises are experiencing a boom in the wake of the pandemic.
“Prior to the pandemic, we had virtually no cruise ship sales, but now cruise ship is the fastest growing segment of all our markets,” he added.
He said Mexico, Spain and Canada were particularly strong markets, with cruises appealing to travelers looking to travel with friends or large groups.
“It provides an incredible experience that allows guests to get closer and better connect with multi-generational family and friends,” Gonzalez added.
Another advantage of a cruise is that travelers can “pack” more destinations into a shorter amount of time.
