Lee Hayhurst, Editorial Director of Cruise Trade news, opens the 2025 Cruise Summit

In this data-driven session, trendspotters from CLIA, Travelzoo and Cruise Trade News share the latest UK booking trends and consumer insights, revealing how travellers intend to cruise in 2026 and beyond. Are new-to-cruise sales outperforming previous years? Where are the biggest demographics shifts? What are the most emergent booking patterns? We reveal all as we set the scene for the day ahead.

A moderated Q&A with travel editors Laura Jackson (The Times) and Sophie Swietochowski (The Sun), exploring how cruise marketers can better connect with evolving audiences. From first-time cruisers to seasoned travellers, we’ll unpack current trends, content strategies that drive engagement, and what messaging works best across different demographics in 2025.

With shifting spending habits, inheritance tax realities, and a growing desire to travel while active - the answer isn’t simple. But it might just reshape how you sell cruises now and in the years ahead.
Geoff Ridgeon, Fred. Olsen Cruise Lines

While millions of travellers take to the seas each year, the influx of new ships means sellers must work even harder to lure the tens of millions who are still anchored to land-based holidays. This panel will explore what the industry can do to better understand the needs of this market and how the emergence of land-and-cruise is reshaping travellers’ perceptions.

Jack Carter, World of Cruising (chair)
Geoff Ridgeon, Fred. Olsen Cruise Lines
Aaron Langford, Royal Caribbean International
Jonny Peat, Advantage Travel Partnership
Jasman Ahmad, Accord Marketing

Today’s audience is more diverse than ever. Families, foodies, adventurers and retirees may sail on the same ship, but they expect very different experiences. Drawing on our experience helping travel brands harness data to spot buying signals and anticipate needs, Force24 will show how AI and marketing automation can interpret these micro-signals and orchestrate journeys across email, SMS and direct mail. The result? Personalised connections that build loyalty, spark repeat bookings and turn curiosity into cruising.

Adam Oldfield, Force24

You’ve heard from the industry experts, now it’s time to hear directly from consumers themselves. Join us as our panel of cruise evangelists and curious on-the-fencers get to the heart of what’s preventing more travellers from booking a holiday at sea. From exploring the emotional barriers that keep them on the fence to examining how issues around pricing transparency and the booking process influence decision making, this session will give you a deeper understanding of the curious non-cruiser so you can convert ‘maybe later’ into ‘yes, let’s book’.

Lisa Edgar, The Big Window (chair)

Marketing is shifting from mass to meaningful - driven by personalisation, storytelling, social media, and data-led experiences. Hear from ITV, Meta, Google, and TikTok as they share fresh insights and travel examples that reveal how to engage today’s audiences more effectively. Join this session to gain practical strategies and future-facing ideas you can apply to your own marketing.

Russell Pert, Meta
This session will cover the transformation of customer experience through conversational commerce and how the travel sector is delighting customers through WhatsApp Business Messaging.

Ola Quadrio, TikToK
TikTok is redefining how people discover and dream about travel — and cruises are charting a surprising course in that journey. In this session, we'll explore the dynamic world of travel content on TikTok, with a special focus on how cruises are gaining traction, generating engagement, and capturing the imagination of a new generation of travellers.

Adrian Last, ITV Studios
From TV hits to global fandom: what cruising and every business can learn about how storytelling and fandom turn customers into passionate communities that last
In a world of infinite choice, what makes audiences stop, care and share? Join ITV Studios’ CMO as he reveals how global hit shows spark fandom, shape culture, and create lasting loyalty. Discover the storytelling lessons every business can use to turn customers into passionate communities.

Panel Discussion: River, luxury and expedition can sometimes feel like a trickier sell than mainstream ocean cruising, but this doesn’t make them any less appealing to the yet-to-cruise market. In this final panel discussion, leaders reveal which non-cruisers are perfectly primed for their respective sectors and how to reframe the holiday experience to align with their needs and interests.

Jack Carter, World of Cruising (chair)
Vicky Billing, Riviera Travel
Luke Smith, Crystal
Mark Walter, HX

The Battle of the Media returns with a fresh challenge: the booming river cruise market. Riviera Travel wants to know which platform can capture the “new-to-cruise” audience. Four media partners will each have five minutes to pitch their boldest ideas—aiming to prove they can drive engagement and bookings. Expect big energy, fresh perspectives, and the chance to vote for the ultimate winner. A must-see session for inspiration, insights, and a few tips you can take away.

Claire Hills, Riviera Travel
Amber Neary, News UK (Podcasts)
Adam Oldfield, Force24 (Direct)
Andy Brander, ITV (TV)
Alice Martin, Social Trinity (Social)

We’re delighted to welcome Anthea Turner to close the Cruise Summit with an exclusive fireside chat hosted by Lee Hayhurst. A familiar and much-loved face on British television, Anthea will share her personal reflections and insights on the world of cruising—offering a unique perspective shaped by her passion for travel and lifestyle. Expect an engaging and lively conversation as we unpack her views on the evolving cruise experience and what’s capturing the imagination of today’s travellers.

The 2025 Cruise Summit comes to and end. Following this, attendees are invited to join for networking drinks on the terrace.