Traditional Wave Season Is Back

After a few years of an “every day is Wave Season” atmosphere, the cruise industry is finally returning to a more traditional Wave this year. Travel Market Report spoke to executives at Norwegian Cruise Line and Seabourn/Holland America to talk about the return of Wave and how important travel advisors are to a successful Wave Season.

“While this isn’t the first post-pandemic Wave Season, it is one of the most dynamic and energized we’ve seen in recent years,” Rob Coleman, senior vice president of sales for Seabourn and Holland America, told TMR. “The industry has been experiencing strong booking momentum year-round, but this wave season has shown the traditional surge in demand we typically associate with this time of year.”

John Chernesky, senior vice president of sales, North America at NCL agreed.

“I think it’s fair that we have returned to a new normal, however you want to define that vs. every day is wave…” he said.

Chernesky added that Wave is beginning sooner than it used, telling TMR that bookings picked up during the entire month of November – not just during Black Friday week.

“Wave seems to be beginning earlier than ever, which is great. We like a more even spread throughout the year vs. a panic in just two months. I think all of us in the industry welcome that regular booking pattern.”

Coleman echoed Chernesky, telling us the industry “has evolved to a more continuous booking cycle.”

No Wave without Advisors

“Travel advisors are absolutely essential to Seabourn’s success during Wave Season and beyond,” Coleman told TMR. “Our travel advisor partners play a critical role in matching the right guests to the right itineraries… Seabourn is deeply committed to supporting our travel advisors…”

While the success of each cruise line’s Wave season comprises a mix of B2B and direct bookings, neither Chernesky nor Coleman believe a successful Wave is possible without advisors.

Chernesky said much the same. “We cannot do this without travel advisors. They are so vital and we continue to invest more and more…”

Wave Trends

Though neither executive provided insights into how this year’s Wave is going so far, Coleman did point out some trends.

“Travelers are planning further in advance… At Seabourn, we’re seeing strong interest for Antarctica, the Mediterranean, and Northern Europe, as well as increased interest in expedition voyages…”

Chernesky told us that in his conversations with partners, he’s heard from many that it’s still too soon to say exactly how Wave is doing, but that the signs are positive, especially coming off of a strong 2024.

Wave Season Advice

TMR also asked Coleman: what should travel advisors be focusing on this Wave to increase their luxury cruise sales?

“Travel advisors should focus on proactive engagement and personalized recommendations to capture demand in the luxury market,” Coleman said.

He pointed out that Seabourn guests, like most luxury cruisers, want one-of-a-kind experiences, so advisors should tailor their outreach to provide bucket-list destinations, recently announced new itineraries, and exclusive offers.

Coleman also said advisors should emphasize the benefits of booking early.

“Our ultra-luxury and expedition sailings fill quickly, especially for high-demand destinations like the Mediterranean, Alaska, the Kimberley, and Antarctica.”