CRUISE is significantly growing in importance to Virtuoso, the network’s new Vice President of Global Cruise Lori Sheller (pictured) told CW.
Virtuoso’s cruise boss, who started at the company around two months ago (CW 12 May), noted the growth of the sector within the network’s larger product portfolio.
“[The company’s] global network cruise sales grew by 12% year-over-year in the first quarter of 2025,” Sheller noted.
“Across the different segments, yacht sales increased nearly 40%, river cruises increased by 24% and expedition cruises increased by 18%.”
When asked why cruise is growing so quickly with Virtuoso travel advisors, Sheller noted the range of various styles and approaches to the sector, meaning there is something for every traveller.
“For advisors, the diversity of offerings presents great opportunities both for those who specialise in cruises and those who are looking to expand their revenue streams.
“They can capitalise on this by offering clients tailored, one-of-a-kind experiences that highlight the unique benefits of each preferred partner and cruise type.
“The ease of booking a luxury all-inclusive cruise is also especially compelling right now…it offers clients peace of mind and clarity around value.”
Also providing an incentive to Virtuoso advisors is the network’s Cruise Icons program.
Around 30 of these top cruise sellers from Australia were recognised this year (CW 12 Mar), with the tag rarely failing to help stimulate bookings for designated travel advisors.
“From 2023 to 2024, their Virtuoso preferred supplier cruise production saw an estimated 45% increase,” Sheller added.
Virtuoso recently hosted its annual Symposium at sea this year (CW 19 May), such is the growing importance of the sector to the advisor network.
The company chartered Crystal Cruises’ Crystal Serenity to bring together almost 400 top industry leaders for the conference. MS
