Maximizing the Value of Ship Visits for the Travel Trade

As winter gives way to spring in the Northern Hemisphere, cruise operators will soon begin repositioning their fleets to Europe. Expedition cruise companies are no exception—traditionally, polar specialists have transitioned their ships from Antarctica to the Arctic for the summer season. However, with the sector’s growth and diversification, these seasonal movements now include itineraries beyond the Arctic.

For the UK—a key global expedition cruise market—these repositioning voyages present a significant opportunity for travel advisors to explore ships first-hand. To understand the perceived value of ship visits, Expedition Cruise Network Ltd. (ECN) surveyed its travel advisor members. The results highlight key challenges and best practices for making ship visits more effective for trade engagement.

Key Challenges in Expedition Cruise Ship Visits

1. Ship Visits Are More Nuanced for Expedition Cruising

In mainstream ocean cruising, ship visits are instrumental in helping advisors understand onboard amenities, entertainment, and inclusions—factors that heavily influence a client’s booking decision. Expedition cruising, however, is fundamentally different. While ship quality is important, the experience is primarily destination-driven, focused on expert-led excursions, wildlife encounters, and remote landings.

For travel advisors, a ship visit provides only one facet of the expedition experience. Unlike large ocean cruise vessels that are destinations in themselves, expedition ships serve as platforms for exploration. Advisors need to understand not just the ship, but the expedition team, shore activities, and regulatory considerations that shape these unique journeys.

2. Different Sellers Have Different Needs

Unlike traditional cruise specialists who drive the bulk of mainstream cruise sales, expedition cruising is sold by a more diverse trade network, including specialist tour operators, luxury travel advisors, and niche travel businesses. Many of the most successful sellers do not have a background in cruise sales but have instead developed expertise through training, hands-on experiences, and in-depth sector knowledge.

For these experienced sellers, ship visits must go beyond standard onboard tours to offer practical, immersive experiences. Conversely, those newer to expedition cruising—including cruise-focused travel advisors—require ship visits to help them draw comparisons with traditional cruising, understand expedition nuances, and engage with brand representatives to grasp their unique selling points.

Key Takeaways from the ECN Survey

Ship visits and familiarization (fam) trips require significant investment from expedition cruise operators, particularly given the limited capacity of small ships and the high costs involved. To maximize ROI, expedition cruise lines should consider the following insights from ECN’s travel advisor members:

? Prioritize fam trips when possible. While 41% of respondents indicated a willingness to pay for a ship visit, they overwhelmingly preferred overnight stays or short fam trips that allow them to experience expedition elements beyond the ship itself.

? Involve the expedition team. Meeting onboard expedition leaders ranked as the third most valuable aspect of ship visits. Their insights are crucial in helping advisors understand the depth of the experience being sold.

? Replicate the expedition experience where possible. Adding elements such as shore activities, expert-led lectures, and overnight stays enhances the impact of ship visits and provides a more authentic understanding of the product.

? Keep groups small and selective. To ensure meaningful engagement, ship visit attendees should be pre-screened to prioritize serious sellers. Large groups dilute the experience and frustrate committed advisors who seek deeper insights.

? Incorporate pre-visit training. Consider requiring attendees to complete an online training module before their visit. This allows ship visits to focus on immersive experiences rather than introductory brand overviews.

? Showcase a variety of accommodations. Travel professionals need to see all stateroom categories, including those with restricted views, to accurately set client expectations and sell all available options.

Should Expedition Cruise Companies Offer Ship Visits to the Trade?

Absolutely. Despite the challenges, 83% of ECN survey respondents stated that ship visits are essential for their professional development. When structured effectively, these visits help advisors gain first-hand knowledge of onboard experiences, while strategic enhancements—such as engaging expedition teams and integrating immersive elements—can bring the expedition experience to life.

About the Expedition Cruise Network (ECN) and Survey Respondents

The Expedition Cruise Network Ltd. is a B2B organization dedicated to connecting expedition cruise operators with the travel trade. Since its launch in April 2023, ECN has grown to include 30 expedition cruise companies and over 1,700 travel advisors spanning specialist tour operators, luxury travel advisors, cruise specialists, retail travel agents, and home-based consultants—all united by their passion for expedition cruising.

Among survey respondents, 75% have previously sold an expedition cruise, with 30% selling these voyages regularly. ECN serves as the authoritative voice for expedition cruising in the travel trade, with a mission to educate, inspire, and equip advisors with the tools to sell this transformative style of travel effectively.