Advantage reports 150% increase in cruise passengers

The Advantage Travel Partnership has reported an 150% increase in cruise passengers in the last 12 months.

Speaking to delegates at the consortium’s Latitude cruise conference in Paris, senior commercial manager for cruise Jonny Peat said ocean cruising was up by 166% year on year while river cruising had increased by 58%.

Peat hailed the partnership’s rebranded cruise product for the “phenomenal” growth, saying it has “broadened the appeal of cruise to the wider membership” and helped members expand their overall knowledge of the sector.

More: Advantage bids to capture cruise market share via month-long push

“Over the last 12 months, we have grown overall cruise passenger numbers by more than 150% which is not only a solid reflection of the robust market we have seen for cruise this year, but also the unabating appetite that our members have for retailing cruise,” he said.

“The focus we have placed on Latitude has really paid off and the Latitude brand is now fully established and a key driver behind the success that we have seen this year.

“The Latitude cruise community is currently 300 members strong and growing, and we know that those engaging in this programme are seeing the huge commercial benefit of being part of this community.”

John Sullivan, head of commercial, said: “Our close working relationship with Clia plays a key part in our success and we thank them for their support in what has been a phenomenal year of growth for us.

“Our ambition looking ahead is to continue to grow our share of the market in line with the ever-growing industry capacity.

“Over the next five years, there is due to be a further $44 billion invested in new ships alone so we have lots to aim for as well as lots of opportunities to develop new products for our members.”

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