Starting at year’s end and continuing through spring, Wave Season is the time when most luxury cruise lines launch their best deals of the year. Their goal is “frontloading”—to fill as many cruise berths as quickly as possible, thus avoiding the need for price slashing to fill their ships later in the year. “It’s called Wave Season for a reason as it really sets the tone for what the rest of the year will look like for any cruise brand,” emphasizes senior travel advisor Leah Bergner, Coastline Travel Advisors, a Virtuoso agency in Garden City, CA.
So, at the start of this year’s “Wave,” Luxury Travel Advisor has talked with industry experts. Here are their 25 top tips for Wave Season success—creating a helpful primer for new-to-cruise-selling advisors and a good refresher for experienced luxury sellers.
Know Your Customers: Above all, “it’s so important to understand your client base and their interests intimately,” emphasizes Julie Howard, vice president, cruise partnerships, Signature Travel Network. “Know their dream destinations and bucket list experiences so that you can be proactive. Segment your database now.” She suggests identifying all clients who booked during last year’s Wave Season or have trips planned for 2024 but nothing for 2025. “Reach out to them to spark conversation and build excitement around the upcoming Wave Season.”
Definitely, ask customers about places they’d like to visit, voyages they’re dreaming of taking, and destinations they’d like to explore in a more in-depth way. For instance, clients who’ve visited Madrid but desire to explore much more within Spain might be enticed by Azamara’s 14-Night “Spain Intensive” voyage on May 27, 2025. Guests on that Barcelona, Spain, to Bordeaux, France, sailing will visit seven Spanish destinations plus three elsewhere.
Develop Touch Points: Ken Muskat, managing director, Scenic Luxury Cruises & Tours and Emerald Cruises, suggests that “in preparation for Wave, luxury advisors should secure their ongoing ‘reach out’ marketing strategy to include at least three to four touchpoints. The ‘reach out’ to past clients should be both “customized and personal,” using handwritten cards or personalized emails. He suggests a more generic “reach out” to prospective new clients.
First, he suggests advisors send out a pre-Wave Season communication to build excitement and hint about upcoming enticing offers that haven’t yet been publicly released (but ones the advisor may know about as coming soon). “The second touch point should be at the start of Wave Season announcing that it’s officially here,” he adds, “and the third should be a few weeks prior to the end of the Wave to create a sense of urgency” and remind clients that only a few weeks remain to get the year’s best deals.
Personalize Messaging: As with Muskat, Kristin Karst, executive vice president and co-owner, AmaWaterways, stresses that “Wave Season can be exceedingly rewarding if you keep two important things in mind—early preparation and personalization of your messaging.” She suggests reviewing and updating client databases by early December, adding any new information about clients’ milestone birthdays, retirement plans, additions to the family or trip feedback. “All of this valuable personal information helps you narrow down what products and specific Wave Offers will be most engaging to your luxury clients.”
Karst tells advisors to tap into this Maya Angelou philosophy: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Karst says, “Stand out from the crowd and make your clients feel very special by sending a season’s greetings card in December by regular mail,” including a personal, hand-written message.
Thank them for choosing you as their advisor and say how much you’re looking forward to catching up in the new year. Tell them you have “some great new travel ideas with exclusive experiences that you can’t wait to share with them,” Karst adds.
Tap Tools & Technology: The latest online tools, technology enhancements and AI can help ease some tasks and save time. “You can even use the free version of ChatGPT to help you quickly create different versions of your greeting card message based on your customers’ profiles,” Karst adds.
Also, incorporate attractive visuals and short videos to communicate with your clients via email or social media. Not comfortable creating your own content? Many suppliers and consortia/host agencies have created co-branded websites or Wave Season toolkits with shareable content.
Emphasize Value: “Luxury travelers are seeking value just as much as an upscale experience, so be sure to highlight the all-inclusive perks that make their investment worthwhile,” says Theresa Scalzitti, chief operations officer, Cruise Planners. “Using your consortium benefits can also really elevate the experience — from private car and guide packages to onboard credits or even private care service transfers.”
Also, “don’t miss the opportunity to upsell to all-inclusive brands, especially for popular destinations like Alaska and Europe,” Scalzitti says. Why? “The value of truly inclusive fares is increasingly important for guests, especially where shore experiences are included in the price paid,” says Steve Odell, senior vice president and chief sales officer, Regent Seven Seas Cruises.
In addition, advisors tell us that sometimes the simplest inclusions such as valet laundry service can create irresistible value for their clients. Lay out all the “value” perks. “Also encourage clients to book with friends and family to take advantage of group perks, such as onboard credits or free cabins,” emphasizes Anita Pagliasso, vice president, industry relations, KHM Travel Group, PATH president and an ASTA board director-at-large.
More Time Ashore: Advisors say that cruise guests are clamoring for more time in destinations, so inform clients about itineraries that offer late-night port stays, and single, double or even triple overnight stays. For instance, Regent Seven Seas’ new 2026-27 Voyage Collection includes eight “Immersive Overnight” sailings, offering an overnight stay in nearly every port.
Those itineraries are particularly appealing to new-to-cruise guests—those who typically enjoy luxury hotel stays, or multi-day European city stays. The reality is that “today’s luxury cruise travelers are increasingly seeking deeper, more enriching travel experiences that go beyond the traditional itinerary,” says Odell. “Extended stays provide a chance for travelers to explore at their own pace, participate in exclusive evening events and savor local flavors.” It’s also a great way to enjoy nightlife.
Sell Small Ships: “Expedition cruising and adventures are on the rise,” according to Drew Daly, senior vice president and general manager, Dream Vacations and CruiseOne. He mentions that small expedition ships are enticing eco-adventurers to Antarctica, the remote Kimberley in Australia, the Arctic, Galapagos Islands and beyond.
“Advisors should partner with a brand they are comfortable with and work with their BDM for that brand to create a campaign to promote these unique destinations/experiences,” says Daly. Set up a virtual or in-person event with the supplier educating clients about the experience and product. “From there, the advisor can promote a specific trip to their attendees and provide an exclusive offer to seal the deal,” he adds.
It’s not just expedition cruises, though. Diversity rules in the small-ship arena—from small luxury ships to ultra-luxury yachts, upscale river vessels and sailing ships. River vessels sail right into the heart of a country, another plus when pitching new-to-cruise guests. Scalzitti of Cruise Planners also suggests talking with clients about how “smaller luxury ocean ships can often dock closer to port cities, offering a truly immersive travel experience.”
Local Experiences: Show travelers precisely how to delve into local culture, ecology, cuisine, heritage and so on. Paint the picture. Talk about appealing shore excursions. Seabourn’s “Ibusuki Sand Bath and Senganen Garden” excursion combines relaxation and cultural immersion during a Kagoshima, Japan, call, while Ponant’s Honnigsvag, Norway, call allows guests heading to the North Cape to gaze at thousands of puffins, gannets and cormorants.
Gastronomically, Silversea’s S.A.L.T. (Sea and Land Taste) program serves up local food-and-beverage experiences from the region of sailing or that day’s port call. Among the new S.A.L.T. shore excursions? During Silver Nova’s Singapore-to-Hong Kong itinerary on February 24, 2025, guests might opt for the new 4.5-hour “S.A.L.T. Peranakan Experience at The Intan with Lunch” experience in Singapore. Clients will visit the Geylang Wet Market, learn about local ingredients, and taste local dishes during a S.A.L.T. lunch and guided tour at the historic Intan Home Museum.
Tap into Theming: “Leverage client preferences and past travel behavior to offer tailored itineraries that align with their luxury travel tastes,” suggests Howard. “If a client belongs to a wine club, you can spotlight destinations renowned for vineyards.” Or for sports fans, she suggests a golf-themed cruise, or cruise line opportunities for attending events surrounding the World Cup or Monaco Grand Prix. In addition, Crystal and many other ocean lines now offer pickleball, as does AmaWaterways’ AmaMagna, with its full-sized pickleball court.
For astronomy or science buffs, advisors might showcase eclipse spotting voyages, such as Seabourn’s two such cruises for viewing the total solar eclipse on August 12, 2026. Another high growth themed interest? The Global Wellness Institute says that wellness tourism will grow 16.6 percent annually and reach $2.1 trillion by 2027, while Virtuoso says one of every eight of its members’ clients travel for wellness.
Stress “Together”: Pointing to a lesson learned from the pandemic, “families and friends still want to be together, celebrate together and make memories together,” says Bergner of Coastline Travel Advisors. “We aren’t promised tomorrow, and I think no one is waiting things out. They’re just going.” Many desire to travel for milestone birthdays, anniversaries or an annual group cruise of friends. So, be proactive. Encourage clients who book to invite friends or family members to join them. Presto, one booking could become 10 reservations.
Younger Cruisers: “As for trends this year to tap into, the clientele demographic for the luxury advisor is trending younger,” reveals Scenic’s Muskat. Yes, those 70 years and older often love cruising. But “don’t discount the fact that people in their 40s, 50s and 60s are now spending good money for a once-in-a-lifetime ‘bucket list’ experience,” he stresses. Include them in your marketing and “talk connectivity,” says Muskat. “Starlink allows for high-speed Wi-Fi,” appealing to entrepreneurs working remotely.
Muskat also suggests showing clients how to find environmental sustainability practices on a cruise line’s website “as this is growing in importance when picking a vacation company and critically important to the younger demographic.” Also, promote more active experiences, and “highlight group benefits as this demographic tends to travel with enough friends to take advantage of group benefits,” he adds.
Showcase Lengthier Voyages: Many luxury travelers are trading week-long or even 10-day cruises for two-, three- or four-week trips. Grand Voyages (typically 30 to 100 days or so) are a hot commodity offered for many different sized ships of multiple lines. SeaDream Yacht Club’s 112-passenger SeaDream II sails a 31-day “Grand European Sojourn & the Arctic Circle” voyage from Lisbon, Portugal, to Tromso, Norway, on May 3, 2026, while Oceania Cruises’ 670-passenger Insignia sails a 61-day “Southern Seas Explorer” grand voyage from Perth, Australia, to San Diego, CA on May 4, 2025. And the list goes on.
Plan Multiple Trips: Bergner of Coastline Travel Advisors says her clients are preparing for multiple trips simultaneously. “It’s very common for my clients to be planning an upcoming trip and upon finishing our discussion, we move along when they say, ‘and by the way in 2025 we’d also like to go [to another destination] and in 2026, we’d like to take the grandkids during their spring break to [this other destination].’” So, during Wave Season while discussing their upcoming trip, work simultaneously on planning that second or third trip.
Time Management: “Just like being a restaurant owner, as a travel advisor you need to ‘turn the tables’ — meaning managing time effectively and moving from sales opportunity to sales opportunity nimbly and with style,” says Charles Sylvia, vice president, industry and trade relations, Cruise Lines International Association (CLIA). The goal is “to prosper and not just survive, especially during Wave Season.”
“High-maintenance clients can be time-consuming and cost you sales, so be sure the potential commission from their booking is worth the time investment,” says Sylvia. “If not, refer that opportunity to a rookie advisor — as you should always be partnered with one — and move to another opportunity that will pay you well.”
Also be sure to track the time spent on phone calls and emails. “During normal business hours — the hours when it’s appropriate to call or text clients — focus on activities and interactions that will close the sale. Leave client servicing tasks for early morning or late night,” Sylvia recommends. “Remember, time is our most precious commodity. Use yours well.”
New Ships & Ports: Between now and 2038, the cruise industry will spend $48.4 billion building 61 new ships with more than 157, 554 new berths, according to Seatrade Cruise News’ October 2024 Order Book. “Capitalize on the excitement of new ships, onboard amenities, and exclusive destinations to entice clients to try something fresh,” KHM Travel Group’s Pagliasso advocates.
Certainly, loyal past guests love going to a new destination offered by their favorite line, so highlight any maiden calls. For example, Cunard Line’s new 2026-2027 schedule includes two maiden calls for the fleet by Queen Victoria at Ferrol, Spain, and Acajutla, El Salvador.
Be On Call 24/7: “It’s imperative to be available for clients at all hours,” stresses Ken Heit, independent travel consultant, FROSCH, Fort Lauderdale, FL. High-end customers deciding to book a vacation often want to do it “right now.” Or perhaps they’re traveling in Hong Kong or Istanbul with a cancelled flight or other travel blip and need their advisor’s immediate help.
If they have to wait for hours or even until the next day to reach their advisor, they might “jump ship” to another one. A one-person agency can cover the phones for client emergencies by partnering with another advisor in a different time zone or an agency with employees working different shifts. Then reciprocate or assist them in another way.
Upsell for Suites: Take full advantage of Wave Season promotions for upselling. “Offer higher-end ships and suites for added space and amenities,” says Heit. Talk square footage, more perks and new suite categories. For instance, for the promise of many more inclusions and more space, Silversea guests ready to book a 357-square-foot deluxe veranda accommodation on the new Silver Ray, might be enticed to book the ship’s Master Suite, a new category spanning 721-to-826 square feet, including a private balcony.
“You’ll be delighted by how many clients, when presented with all the value that suites offer for the dollar, will treat themselves by booking one,” says CLIA’s Sylvia. “Sometimes the only thing holding a client back from asking about a suite is the mystery of how much they actually cost and what is included.” And when upselling, “highlight layaway plans or cruise line financing options, making it easier for clients to commit without upfront full payments,” KHM Travel’s Pagliasso suggests.
Host a Cruise Night: “Host a cruise night and highlight some unique experiences paired with the rich offers available,” says Signature’s Howard. Partner with a supplier to do a fun, engaging, visual presentation, offer a prize drawing and incentivize attendees who book the same day or within a few days.
Also, perhaps partner with a local business to expand your database of prospects. For instance, an acclaimed local Italian restaurant might be the perfect partner for an agency’s cruise night focused on Italian luxury cruising experiences.
Dive Deep on Qualifying: Successful, experienced advisors certainly know it’s vital to “qualify clients” as to match them with the perfect cruise vacation. That’s a “no brainer.” Yet, be sure to delve into the client’s distant past—their childhood or teen years. “I’ve found that grown children of my long-time clients are reaching out to me to continue traveling the way they have grown up traveling,” Coastline Travel Advisors’ Bergner imparts. Just find out whether they desire exactly the same kind of high-end vacation that their parents took, or instead, a holiday or summer cruise with their family that incorporates a few specific elements of those past trips.
Client Webinar: Creating a webinar for clients to get them excited about what’s new, what’s trending in travel, and what great deals are out there in Wave Season is often a winning sales tactic. “I suggest that a travel advisor host a webinar for their clients and prospects that clearly focuses on the top 30 destinations or places to visit in 2025,” says Vicki Freed, senior vice president, sales and trade support and service, Royal Caribbean International. Perhaps call it: “30 Hot Travel Destinations—Shared in 30 Minutes.”
Many consumer surveys have shown that Japan is trending hot, while some advisors tell us they’re selling many Norway itineraries. In fact, Japan is the top destination requested by Bergman’s clients. “It’s hugely popular,” she says. Other top spots to feature might include Paris, Cabo St. Lucas, southern Spain, African game preserves, India, and new, enticing cruise ships. For webinars, “visuals will be very important, so have a slide on each one and some solid sound bites,” Freed says. “Also, have a chat feature available to respond to questions.”
Bucket-list webinars such as one on an adventurous Northwest Passage journey may be perfect for one specific database, but if clients prefer to celebrate and travel together with a mixed group of family members and friends (various income levels or stages of life), then perhaps think differently. In those cases, “keep the focus on the ‘living’ list not the ‘bucket list,’” recommends Freed.
Experience It to Sell It: “You have to experience it to sell it,” stresses Michael Consoli, a Cruise Planners franchise owner in Roswell, GA, and Viking’s top global producer. “We travel in some of the best suites, and we pay for the majority of them. I see it as an investment in my business as it gives me the ability to explain the full experience to the guest. First-hand [knowledge] helps me sell it. You don’t know the true amenities until you experience it.”
Also, “share testimonials, reviews, or your personal cruise experiences to build trust and inspire confidence in the booking decision,” says Pagliasso. Post lots of photos and share your pre-, during, and post-cruise experiences on social media or client emails. Another tactic? Dream Vacations and CruiseOne’s Daly suggests “advisors put a group together and promote a ‘come-along-with-me- trip’ to their database. People want to travel with an expert, and it is a great way for an advisor to learn about more luxury products and grow their sales.”
Champion Your Value: “First, if you want your clients to repeat with you, you have to repeat with them,” says Steve Hirshan, senior vice president of sales, Avoya Travel. “This means being proactive and reaching out to your luxury clients in advance of Wave Season. Be prepared with information on product launches for their favorite cruise lines and be aware of when Wave Season promotions will end.” Be out front, and champion your value.
“With so many new ships, itineraries, and exclusive, hard-to-access experiences available, expert planning becomes invaluable,” says Howard of Signature. “Remind your clients that if they can dream it, you can create and plan it — especially when you enhance their trips with value-added perks during Wave Season.”
Try Something New: As the Wave begins, “don’t be afraid to try something new,” says Howard. Perhaps glean new Wave Season marketing approaches simply by talking to fellow advisors. Ask what works in increasing their Wave Season sales? They may have a different tactic that could bring freshness to your efforts, and vice versa.
Educate about Wave Dynamics: Take time to educate clients about the Wave period. Explain that “most luxury brands feel it’s important to have price integrity — meaning the offers they present further out are likely the best offers you’ll find for them all year,” says Bergner. Explain that “as time moves along, as sailings get closer in, and the greater the cost of the cruise, the less inventory you’ll have from which to choose,” plus “the added value or extra amenity component may be less or missing altogether.”
What if people balk and say, “what if I book early and three months down the road a better offer becomes available?” Howard tells her clients that “most luxury lines will allow you to “re-fare” prior to final payment.” But she also explains that sometimes a new promotion such as an onboard credit after Wave Season may only be available at “prevailing rates.” So, guests might have to pay higher rates if they want that perk.
Bergner’s general philosophy is this: “You don’t want to wait around to book your luxury cruise vacations or you’ll be left with a room you don’t want, paying a premium for a cabin that’s the same as the person next door to you who got it for a lot less because they booked during Wave Season.”
Create a Winning Plan: Planning ahead is vital. “Clients may not travel at the same time every year, but they tend to book around the same time,” says Avoya Travel’s Hirshan. So, “line up your clients who booked with you last January, February, and March, and use this timeline to schedule your outreach and prospecting.”
Daly advocates being “focused and strategic” year-round. Of course, promote in Wave Season, but as 2025 approaches, “plan out social media posts throughout the year and focus your marketing efforts around when it is best to book a specific product.” Always include a call to action and think visually. Show Antarctica travelers riding in a Zodiac while viewing tens of thousands of penguins. Create a caption saying, “Now THIS is an office view” or something else catchy. “Help your clients envision themselves in that same experience,” he says.
Tom Baker, president and partner, CruiseCenter, Houston, TX, summarizes Wave Season business success this way: “To be a really good travel professional, spend time getting to know your clients personally and ask about their needs and wants. Focus on offering unique experiences. Spend time learning from vendors, attending webinars, and taking in-person training. Go to see ships to understand product differences” as well as hotels used by cruise lines. Also, “be on the look-out for great private guides. All of this pays off in spades if you do your homework.”
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