Advantage Travel Partnership

Advantage Travel Partnership Launches Annual Cruise Guide

Advantage Travel Partnership has launched its annual cruise guide for 2025, featuring 26 leading cruise lines.

Aimed to assist UK-based travel agents and their customers, the guide will help enable both seasoned cruisers and the yet-to-cruise market to choose the best cruise line for them – whether they are looking for an ocean, river or expedition cruise experience.

Cruise Collection is a multipurpose tool acting as a B2B and B2C sales and training guide.

The guide offers agents and frontline travel workers an understanding of the wide range of cruise partners available with their key features, offerings and unique sales points which in turn helps agents market these experiences with a true understanding of the product presented.

Customers are enabled to discover the world of cruising and is aimed to inspire them to book a cruise holiday, especially those who have not considered this experience before, or who are curious about cruising.

The guide – the first to be published in Advantage’s new branding – can be personalised by Advantage members who can then share them with their customers to showcase their extensive cruise experience and features a matrix to help customers compare styles and USPs across the extensive selection of cruise experiences.

There is also a quiz featured in the magazine, which will provide both agents and customers with a useful tool in identifying their cruise style and what they want to get out of their experience.

Additionally, the publication features an infographic article, Six Reasons Why You Should Try Cruise, helping capture the yet-to-cruise market.

Jonny Peat, Senior Commercial Manager – Cruise, Advantage Travel Partnership, said: “This guide serves both as an inspirational brochure and a practical sales tool for agents to support.

“It’s also a robust training tool for agents, allowing frontline teams to understand the propositions of a wide range of cruise partners and their offerings.

“Additionally, it acts as a perfect guide for cruisers, be they first-time cruisers wanting to identify the different cruise options, returning travellers looking for new ways to elevate their cruise experience or holidaymakers looking for new destinations to travel to for 2025.”

This will be the first B2C publication for Advantage since its recent rebrand and features more suppliers than previous issues.

With its new on three specific areas, the Ocean, featuring Princess Cruises, River cruises featuring AmaWaterways and Expeditions cruises featuring Hurtigruten, the guide includes the most desirable experiences across a range of mediums and budgets.

Cruise Collection will be distributed to its database of 50,000 customers and is available in both print and online for flexible use across consultations, email liaisons and in-store promotions.

For the first time, Advantage will offer a personalised digital version for its members in the direct marketing programme.

Members will also be able to utilise the social media and email assets aiding them in promoting the guide on their own channels so those interested in cruises can find an all-encompassing guide to these brands and its cruise lines.

Peat added: “Cruise Collection is a dedicated piece within our portfolio for clients to use, which we develop annually to align with the evolving market.

“Our members have been eager for its release due to the benefits of this guide for prospective clients, and we recognise that clearly outlining the unique selling points of these products helps personalise these experiences for members and customers in what can be considered a confusing market.

“At the recent CLIA conference in May, it was identified that there is a knowledge gap within this space, particularly for luxury small-ships and expedition cruise lines; therefore, we consider this an integral tool in aiding our agents, doubling up as a training tool for those unfamiliar to cruise.

“The cruise sector is a key focus for Advantage, and we believe strong supplier relationships are essential to securing commercial opportunities.”

To view the digital magazine, please visit: Cruise Collection 2025.

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