Cruise Line Rebating Policies: A User’s Guide and Chart

Though the travel advisor community is often unhappy with cruise line policies, there are some policies that advisors genuinely appreciate – namely, strict rules on rebating and discounting, especially pertaining to advertising.

Royal Caribbean Cruise Line was first out of the gate with rebating policies, beginning around 2004. Many major lines have followed suit since. Notable exceptions include MSC Cruises and Windstar. 

A line-by-line user’s guide
To help advisors navigate the maze of cruise lines’ rebating, discounting and advertised-price policies, Travel Market Report asked CLIA-member lines whether they have a formal rebating or discounting policy and to detail their rules in five areas, including:

• Do you require full gross payment of an approved cruise rate, or can advisors short-pay and thus give up their commission?
• Do you have a policy about what travel advisors can advertise? Can they advertise less than the cruise-line published fare? Can they advertise a $200 gift card, etc., with booking?
• Are advisors permitted to offer clients cash-equivalent value-adds with bookings – i.e. a gift card, cash card, or onboard credit? If so, are there any limits?
• Are advisors permitted to offer clients non-cash value-add items, such as a bottle of wine, free insurance, free hotel room, free transfers, etc.?
• What are the consequences, if any, when an agency violates the policy?

Here’s the compilation of responses. (In some cases, where cruise lines would not share their policies, TMR reached out to advisors to get the policies from them.)

Travel Market Report’s Guide to Rebating Policies

AmaWaterways (updated 2024)
Formal policy? Yes
Payment required: Full approved price
Advertising: Travel advisors can only advertise AmaWaterways’ published or approved pricing. They may advertise their group rates, including charters and part-charters.
Cash or cash-equivalent value-adds: Travel advisors may only offer and communicate approved amenities supplied by AmaWaterways up to the value of $250/C$300 per person on cruises up to seven nights or $500/$C600 per person on cruises of more than seven nights. 
Non-cash value-adds: Same as cash/cash-equivalent value-adds.
Non-adherence consequences: They will receive a verbal warning for their first offence and then a written warning advising them of our policy.

American Cruise Lines (updated 2024)
Formal policy? Yes, regarding advertised rates only.
Payment required: ACL requires full gross payment of its published rates. Advisors cannot short-pay.
Advertising: ACL does not allow rates to be advertised below what is showing on the ACL website. 
Cash or cash-equivalent value-adds: Advisors may offer shipboard credit or gift cards, there is no limit on how much. 
Non-cash value-adds: Permitted. 
Non-adherence consequences: If an agency advertises rates lower than what is on the website, it will be asked to stop. If the agency does not stop, ACL reserves the righ to stop accepting bookings from them.

Avalon Waterways (updated 2024)
Formal policy? Yes
Payment required: Approved price
Advertising: Avalon has a long-standing policy of prohibiting travel agencies from publicly advertising a specific discount amount or price reduction of any vacation component, outside of an authorized discount or promotion.
Cash or cash-equivalent value-adds: Unclear. 
Non-cash value-adds: Through the Avalon MySite, once a booking has been made, Avalon offer advisors the opportunity to add an in-room gift / amenity for their clients. (Unclear whether any other value add is permitted.)
Non-adherence consequences: Public advertising of any unauthorized promotion or discount could result in loss of commission and marketing support or even being prohibited from selling our brands. 

Azamara Cruises (updated 2024)
Formal policy? Yes
Payment required: Travel partners are required to pay the gross amount. 
Advertising: Travel partners may not market, promote or advertise in any media any message that states, directly or indirectly, that they will sell Azamara Cruises below “Floor Rates.” Examples include, but are not limited to, “we will beat any price” or “call us for additional discounts.” The same policy applies to the advertisement of Allianz travel protection. 
Cash or cash-equivalent value-adds: Travel partners may not offer any rebates in the form of cash, or cash equivalents, including any type of incentive program through which the client will recieve something that can be converted to cash or currency. However, gift cards and gift certificates may be
used as value-adds, so long as the total value of all value-adds combined does not exceed 10% of the cruise fare (including the NCF).
Non-cash value-adds: The total value, or perceived value to the customer, of all value-adds combined cannot exceed 10% of the cruise fare (including the NCF). Amenities obtained through the use of Azamara’s group program are not included in calculating the value of the value-adds offered by travel partners. The dollar amount, dollar value, or value as a percentage of the cruise fare of value-adds, cannot be advertised or disclosed to the consumer with the exception of onboard credits.
Non-adherence consequences: A warning and if needed, a stop sell. The complete policy can be found here. 

Carnival Cruise Line (last updated 2024)
Formal policy? Yes
Payment required: Paying less than the full gross for purposes of reducing the commission amount is considered discounting or rebating, which violates Carnival’s pricing policy.
Advertising: Travel agencies may only offer “Approved Rates” and must always include the NCF in the rate shown or communicated. All rates other than Approved Rates require the express written authorization of Carnival before being offered in any media. Advertising in any media must not contain any message that states, directly or indirectly, that the agency or advisor will sell Carnival products below Approved Rates or at any special price, discount, or reduction not specifically authorized by Carnival. Examples include, but are not limited to, “we will beat any price” and “call us for additional discounts.”
Cash or cash-equivalent value-adds: An Approved Rate may be combined with value-added items provided the following conditions are met: i.) The actual or perceived total value of the value-add item(s) cannot exceed ten percent (10%) of the value of the Approved Rate cruise fare (including NCF); ii.) The value-add items included in the promotion must be a true value-add. Travel Agency may not offer a value-add that is a price discount and may not be merchandised as a price discount off the Approved Rate cruise fare. Examples of cash or non-cash equivalents that are appropriate for such value-add promotions include, but are not limited to gift cards, onboard credits, the Fun Shop items, airline miles, reduced or waived deposits, free or discounted insurance, free or discounted shore excursions, or free or discounted hotel nights; iii.) Pre-approval for value-add promotions are required. Sales and Marketing proposed plans should be submitted to an advisor’s or agency’s designated Business Development Manager or Sales Support team for approval. 
Non-cash value-adds: An Approved Rate may be combined with value-added items provided the following conditions are met: i.) The actual or perceived total value of the value-add item(s) cannot exceed ten percent (10%) of the value of the Approved Rate cruise fare (including NCF); ii.) Pre-approval for value-add promotions are required. Sales and Marketing proposed plans should be submitted to an advisor’s or agency’s designated Business Development Manager or Sales Support team for approval. 
Member-only related promotions: Travel agencies are permitted to offer points and/or miles, provided they meet the following guidelines: a.) The points/miles are offered through a closed membership. A closed membership must meet the following criteria: 1.) Travel Agency must have the ability to demonstrate partnership with the third-party providing the miles/points; 2.) The program includes credentials for its members (member ids, passwords, membership cards); 3.) When earning points or points-equivalent on a CCL purchase the value cannot exceed ten percent (10%) of the Approved Rate cruise fare; and 4.) Membership points/miles are earned on every transaction and cannot include special promotional point/miles opportunities provided by the membership program. 
Non-adherence consequences: Upon a first violation, an advisor or agency has five days after notification to fix the violation. Following a second violation by the advisor or agency or the advisor’s or agency’s failure to remedy a previously identified violation, Carnival reserves the right to: (a) reduce or eliminate the amount of Marketing Funds payable, (b) reduce or eliminate the commission rate payable, (c) terminate the underlying Travel Agency Agreement, and/or (d) cease accepting bookings from that advisor or agency. 

Celebrity Cruises (updated 2024)
Formal policy? Yes
Payment required: Payments by credit card must be for the gross purchase price. 
Advertising: No agent or agencies may advertise, market, promote or sell below published or contracted pricing programs. The dollar amount or percentage of value-adds may not be advertised, with the exception of onboard credits.
Cash or cash-equivalent value-adds: Any and all rebating or incentive programs (value adds) that can be converted to cash or currency, such as a gift card or gift check, are prohibited, except where gift cards and gift certificates are used as value-adds and so long as the total value of all value-adds combined does not exceed ten percent (10%) of the cruise fare plus NCCF.
Non-cash value-adds: The total value, or perceived value to the customer, of all value-adds combined cannot exceed ten percent (10%) of the cruise fare plus NCFF. Value-adds would include items purchased from the cruise line, and any other onboard gifts, onboard credit, or amenity funded by the travel advisor. Items (OBC, stateroom upgrades, etc.) funded by Celebrity Cruises will not be counted toward the 10% limit on value-adds.
Non-adherence consequences: In the event of a violation of Rebate and Advertising Pricing Guidelines, Celebrity Cruises has the right to: (a) reduce or eliminate any cooperative advertising support; (b) reduce or eliminate the commission to be paid on all cruises, or Covered Services, booked by the Travel Partner as well as any future bookings; and/or (c) place the Travel Partner on a “no book” status.

Costa Cruises (updated 2024)
Formal policy? Yes
Payment required: Full cruise line-approved price.
Advertising: Travel advisors may not advertise prices less than the published fare in the Costa system. They also may not advertise any type of gift card unless it is part of a Costa-sponsored promotion.
Cash or cash-equivalent value-adds: Travel advisors may only offer onboard credit that is being provided by Costa through a promotion. 
Non-cash value-adds: No non-cash value adds are permitted that are not being offered through a Costa promotion. 
Non-adherence consequences: Not answered. 

Crystal (removed 2024)
Declined to answer.

Cunard (updated 2024)
Formal policy? Yes
Payment required: Not found in terms and conditions.
Advertising: Travel advisors will advertise only “Approved Rates,” and must always include the non-commissionable items in the rate shown. All rates other than Approved Rates require express written authorization. Advertising in any media must not contain any message that states, directly or indirectly, that the travel agency is selling Cunard Line products below Approved Rates or at any special price, discount, or reduction.
Cash or cash-equivalent value-adds: Gifting of onboard credit is permitted. Advisors cannot offer a discount off of the approved rate. The actual or perceived total value of the OBC cannot exceed 10% of the cruise rate (including the NCF). Other cash or cash-equivalent value-adds are not permitted.
Non-cash value-adds: Non-cash equivalent items (such as hotel stays, gift items, shore excursions, etc., but specifically excluding gift cards) can be advertised at any time. The actual or perceived total value of the value-add item(s) cannot exceed 10% of the cruise rate (including the NCF). 
Non-adherence consequences: Not listed in terms and conditions.

Disney Cruise Line (updated 2024)
Formal policy? Only for advertising that features Disney branding. 
Payment required: Not answered. 
Advertising: All advisor-to-client marketing is required to go through a review process, including tactics and materials. 
Cash or cash-equivalent value-adds: Permitted. If marketing materials feature Disney branding, advisors are required to follow standard review process.   
Non-cash value-adds: Permitted. If marketing materials feature Disney branding, advisors are required to follow standard review process.
Non-adherence consequences: Disney’s commission policy states that Disney has the right to terminate commission arrangements with any travel agency that violates their policies.

Holland America Line (updated 2024)
Formaly policy? Yes.
Payment required: Not found in terms & conditions.
Advertising: Travel advisors will advertise only “Approved Rates,” and must always include the non-commissionable items in the rate shown. All rates other than Approved Rates require express written authorization. Advertising in any media must not contain any message that states, directly or indirectly, that the travel agency is selling Holland America products below Approved Rates or at any special price, discount, or reduction.
Cash or cash-equivalent value-adds: Gifting of onboard credit is permitted. Advisors cannot offer a discount off of the approved rate. The actual or perceived total value of the OBC cannot exceed 10% of the cruise rate (including the NCF). Other cash or cash-equivalent value-adds are not permitted.
Non-cash value-adds: Non-cash equivalent items (such as hotel stays, gift items, shore excursions, etc., but specifically excluding gift cards) can be advertised at any time. The actual or perceived total value of the value-add item(s) cannot exceed 10% of the cruise rate (including the NCF). 
Non-adherence consequences: Not found in terms & conditions.

HX (updated 2024)
Formal policy? No.
Payment required: Advisors may pay gross or net.
Advertising policy: Agencies must advertise HX’s approved selling price, and are permitted to advertise a value add.
Cash or cash-equivalent value-adds: Permitted, without limit.
Non-cash value-adds: Permitted, without limits.
Non-adherence consequences: N/A

MSC Cruises (updated 2024)
Formal policy? No

Norwegian Cruise Line (updated 2024)
Formal policy? Yes
Payment required: Credit card payments must be for gross price.
Advertising: Advertising and marketing may not include the dollar amount or percentage of savings offered as a result of a value-add offer – with the exception of on-board credits (OBCs), which may be advertised.
Cash or cash-equivalent value-adds: Value-adds cannot be a cash or cash equivalent, except for OBCs, which cannot exceed 10% of the total cruise fare (including NCF). 
Non-cash value-adds: Travel advisors may offer value-adds at the time of booking. Value-add promotions must be submitted in a sales and marketing plan for approval. Value-add promotions may not exceed 10% of total cruise fare, including NCFs. 
Non-adherence consequences: Agents who violate any terms of the policy shall be subject to penalties up to and including a stop sell. In addition, Norwegian Cruise Line may pursue any and all legal remedies.

Oceania Cruises (updated 2024)
Formal policy? Yes
Payment required: Requires final payments in the gross amount due
Advertising: No travel agency or company may advertise or promote Oceania Cruises products (including on websites with restricted/membership-only access), in print, or by any other means at a price or percentage off that is less than the published price of the Oceania Cruises’ product at that time, nor may they state or imply that an unspecified price or percentage off the published prices is available.
Cash or cash-equivalent value-adds: A travel agency may advertise and offer amenities (over and above approved group related amenities) provided their total value does not exceed 5% of the cruise fare being advertised.
Non-cash value-adds: A travel agency may advertise and offer amenities (over and above approved group related amenities) provided their total value does not exceed 5% of the cruise fare being advertised.
Non-adherence consequences: As part of Oceania’s anti-rebating policy, If a reservation is transferred to a travel agency (or is cancelled and rebooked) more than 14 days after the booking was originally made or anytime inside the final payment window, a 10% commission can be requested by the originating travel agency. No commission will be paid to the receiving travel agency.

Paul Gauguin Cruises (last updated 2012)
Formal policy? Yes
Payment required: Requires final payments by credit card in gross amount due. Advisors may pay net price at final payment, if full payment is made with a travel agency check or wire transfer.
Advertising: Agencies may not advertise prices lower than published prices, but they may advertise amenities, such as shipboard credits, when promotions are authorized by Paul Gauguin Cruises.
Non-adherence consequences:Paul Gauguin Cruises reserves the right to reduce a travel agent’s commission and/or marketing support.

Princess Cruises (updated 2024)
Formal policy? Yes
Payment required: Advisors must pay the full amount.
Advertising: Travel advisors will advertise only “Approved Rates,” and must always include the non-commissionable items in the rate shown. All rates other than Approved Rates require express written authorization. Advertising in any media must not contain any message that states, directly or indirectly, that the travel agency is selling Princess products below Approved Rates or at any special price, discount, or reduction.
Cash or cash-equivalent value-adds: Gifting of onboard credit is permitted. Advisors cannot offer a discount off of the approved rate. The actual or perceived total value of the OBC cannot exceed 10% of the cruise rate (including the NCF). Other cash or cash-equivalent value-adds are not permitted.
Non-adherence consequences: Not found in terms and conditions.

Regent Seven Seas Cruises (updated 2024)
Formal policy? Yes
Payment required: Requires final payments in the gross amount due
Advertising: No travel agency or company may advertise or promote to the general public the cruise lines’ products (including on websites with restricted/membership-only access), in print, digital, radio or television, at a price or at a percentage off which is less than the cruise line’s published price or the pricing communicated in writing to the travel agency. Agencies may not state or imply that an unspecified price or percentage off the published prices is available. Published price is defined as that which appears on the cruise line’s website.
Cash or cash-equivalent value-adds: A travel agency may advertise and offer amenities (over and above approved group related amenities) provided their total value does not exceed 5% of the cruise fare being advertised.
Non-cash value-adds: A travel agency may advertise and offer amenities (over and above approved group related amenities) provided their total value does not exceed 5% of the cruise fare being advertised.
Non-adherence consequences: Regent Seven Seas Cruises reserves the right to reduce commissions and/or marketing funds, cancel or deny
group contracts or take any other actions it deems appropriate if a travel agency violates this policy. As part of this policy, If a reservation is transferred to another travel agency (or is canceled and rebooked) outside of 14 days of the reservation date and before final payment; the originating travel agency will receive 10% commission and the receiving travel agency will be paid no commission. 

Riviera River Cruises (added 2024)
Formal policy? According to Marilyn Conroy, Riviera vice president of sales and marketing, North America, “The general rule of thumb is that no one can advertise less than published rates.”
Payment required: Requires full payment of cruise fare.
Advertising: Advisors and agencies may advertise that an affinity group gets “certain benefits.” 
Cash or cash-equivalent value-adds: Permitted, so long as they are not adverised. 
Non-cash value-adds: Permitted, so long as they are not advertised. 
Non-adherence consequences: “So far no one has abused the commission policy.”

Royal Caribbean International (last updated 2012)
Formal policy? Yes
Payment required: Full payment on net price at final payment when made with agency check. Gross price, when clients pay by credit card.
Advertising: Agencies may not advertise, market, promote or sell below published or contracted pricing programs. Dollar amount or percentage of value-adds may not be advertised, with the exception of onboard credits.
Cash value-adds: Rebating or incentive programs (value adds) that can be converted to cash or currency, such as a gift card or gift check, are prohibited, except when an incentive program and incentive-related materials are pre-approved in writing by a vice president. For onboard credits, maximum thresholds per stateroom are: three to five nights, $50; six to nine nights, $150, and 10 nights or more, $200.
Non-cash value-adds: The value or perceived value of the item(s) may not exceed 10% of the cruise cost, which includes the cruise fare plus NCCF.
Non-adherence consequences: Agencies or agents in violation of the rebate policy will be subject to a reduction in co-op support and/or other consequences, including but not limited to a reduction in base commission paid on all future cruises bookings, as determined by the cruise line.

Seabourn Cruise Line (updated 2024)
Formal policy? Yes
Payment required: Not found in terms & conditions.
Advertising: Travel advisors will advertise only “Approved Rates,” and must always include the non-commissionable items in the rate shown. All rates other than Approved Rates require express written authorization. Advertising in any media must not contain any message that states, directly or indirectly, that the travel agency is selling Seabourn products below Approved Rates or at any special price, discount, or reduction.
Cash or cash-equivalent value-adds: Gifting of onboard credit is permitted. Advisors cannot offer a discount off of the approved rate. The actual or perceived total value of the OBC cannot exceed 10% of the cruise rate (including the NCF). Other cash or cash-equivalent value-adds are not permitted.
Non-cash value-adds: Non-cash equivalent items (such as hotel stays, gift items, shore excursions, etc., but specifically excluding gift cards) can be advertised at any time. The actual or perceived total value of the value-add item(s) cannot exceed 10% of the cruise rate (including the NCF). 
Non-adherence consequences: Not found in terms & conditions. 

Silversea Cruises (updated 2024)
Formal policy? Yes
Payment required: All bookings must be paid in full and exclusively with the client’s credit card; agency credit cards are not accepted. Agencies can pay net through wire transfers.
Advertising: Agencies can advertise a value amenity worth up to 5% of the invoice value at maximum.
Cash or cash-equivalent value-adds: No rebates or cash back offers are permitted.
Non-cash value-adds: Permitted, but can only be worth up to 5% of the invoice value at maximum.
Non-adherence consequences: All agencies are subject to the policy and could be put on a stop sell basis.

Uniworld (last updated 2012)
Formal policy? Yes
Payment required: Full approved price
Advertising: Advisors are prohibited from publicly advertising or promoting discounts, rebates or other reductions from approved pricing. Agents may advertise cash and non-cash value-adds if agreed to by Uniworld in advance. 
Cash or cash-equivalent value-adds: Permitted, with no approvals necessary, when value-adds are not advertised publicly.
Non-cash value-adds: Permitted, with no approvals necessary, when value-adds are not advertised publicly.
Non-adherence consequences: Violations may result in reduced commissions, reduced marketing support, termination of the relationship or other actions.

Viking (updated 2024)
Formal policy? Yes
Payment required: Viking does not allow short-paying, full approved price is required.
Advertising: Travel advisors may not advertise,  promote, or offer any Viking product for a price less than either the published rate or a rate approved by the cruise line for the travel advsior. Group rates may not be advertised to the general public and may only be offered to a closed audience. 
Cash or cash-equivalent value-adds: Cash marketing incentives may not be offered or provided as promotions or incentives to sell Viking products, whether before, on or after a cruise.
Non-cash value-adds: Advisors may offer non-cash marketing incentives, provided the following conditions are all met: a.) the non-cash incentive can only be redeemed and used onboard a booked Viking cruise; b.) the actual or perceived total retail value cannot exceed $150 per guest on one- to seven-night Viking voyages, $300 per person on eight- to 14-night Viking voyages, or $500 per person on 15+ nights on a Viking voyage; c.) for any non-cash inventives that are not redeemable from Viking during the Viking cruise, then the retail value of the non-cash incentive cannot exceed $100 per booking for agency branded items. 
Non-adherence consequences: Viking reserves the right to terminate and discontinue allowing a travel advisor to sell Viking products. For more terms and conditions, read the full policy. 

Virgin Voyages (added 2024)
Formal policy? Yes
Payment required: Virgin Voyages requires full gross payment. Advsiors can’t pay to the “Net.”
Advertising: Advisors must advertise Virgin’s published price, as there is only one price in the system. They can’t advertise gift cards — “that is rebating.”
Cash or cash equivalent value-adds: Travel advisors can gift up to $100 in non-commissionable Sailor Loot (OBC). They may not use their credit card to buy the actual Bar Tab, for example, for their client. Offering commission back to clients is not permitted.
Non-cash value-adds: Virgin treats this the same as cash-equivalent value-adds. “That free stuff is coming out of their pocket in terms of them buying it, which is like rebating.”
Non-adherence consequences: Virgin will talk to the agency/host and the advisor to “kindly remind them of our policies.” Virgin retains the right to terminate the advisor from being able to book. In extreme cases, Virgin also retains the right to limit or cancel their ability to sail. 

Windstar Cruises (updated 2024)
Formal policy? No.