Sunday, July 20, 2025

Cruise month delivers exceptional results

The revamped Cruise Month campaign for October 2024 has delivered exceptional results in Australasia, setting new benchmarks for consumer engagement and travel agent participation.

Spearheaded by Cruise Lines International Association (CLIA), the initiative saw a significant increase in traffic to its platforms and a surge in interest from travellers seeking cruise specialists.

Record-breaking consumer interest

This year’s Cruise Month campaign attracted over 20,300 visits to the “find a CLIA travel agent” function on the CLIA website, a 51 per cent increase compared to October last year. Overall traffic on the site was up by 47 per cent, underscoring the growing interest in cruising among consumers.

CLIA Managing Director in Australasia, Joel Katz, highlighted the success of the campaign in connecting consumers with trusted advisors, saying “October’s 51per cent increase in people using our agent search function shows there’s a lot of enthusiasm for cruising and that travellers are looking for a trusted advisor to help shape their holiday.”

Unprecedented travel agent involvement

Participation from travel agents in Cruise Month initiatives more than doubled this year. Over 2,000 CLIA members utilised the Cruise Month toolkit, while 3,400 agents registered for the expanded Cruise Month webinar program.

Mr Katz explained that the educational opportunities provided during Cruise Month had been the most comprehensive to date, saying, “Thousands of agents took part in webinars presented by more than two dozen cruise brands, gaining fresh insights into their latest product developments and promotions. We also ran webinars on Ocean Cruising, River Cruising, Expedition Cruising, and Luxury Cruising, providing selling tips and opportunities within each category.”

Innovative campaign elements

The Cruise Month campaign featured a dynamic mix of digital marketing and social media initiatives, including:

  • Imagery and videos: Engaging content on Facebook, LinkedIn, and Instagram highlighted the excitement of cruising and directed consumers to CLIA travel agents.
  • Targeted advertising: Digital ads reached both new-to-cruise consumers and established cruising enthusiasts.
  • Media outreach: Cruise Month coverage featured in major newspapers, specialist publications, and CLIA cruise line promotions.
  • Agent competitions: CLIA travel agents launched their own Cruise Month events, further amplifying the campaign’s reach.

The success of this year’s Cruise Month underscores the robust interest in cruising as a holiday option and reinforces the value of CLIA members as knowledgeable and trusted cruise specialists.

To learn more about Cruise Month and find a CLIA travel agent, visit www.cruising.org.au.

Kate Webster
Kate Websterhttp://www.travellerkate.com
Kate Webster is a world traveller, ocean lover and conservation warrior who is determined to make every moment count for herself and the world around her. She translates those moments and shares them through her storytelling. An adventurer at heart with a curious spirit to explore, her work has taken her to the edges of the Earth. Kate has delved into the world of wildlife and conservation travel to bring awareness. www.travellerkate.com

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