Cruise ships are emerging as compelling venues for corporate meetings and incentive trips, offering a unique blend of convenience, value, and memorable experiences, according to insights shared during the “Meetings and Incentives at Sea” session at CruiseWorld Malaysia 2025.
Chanet Ham, director of Malaysia-based Xpedition Travel, shared her 20-plus years of experience pitching cruise programmes to corporates and associations. “We’re seeing a slow but steady shift in mindset. With over 3,000 flight connections into Malaysia and Penang, the opportunities for cruise-based MICE programmes are growing,” she said.
Ham noted that while cruise pricing is sometimes perceived as expensive, the opposite is often true. “Compared to land-based programmes in Europe, we’re seeing average savings of around 20% once you factor in accommodation, meals, transport, and venues all bundled in,” she explained.
Beyond cost, cruises offer seamless bonding experiences across all generations within a company. “You could have the CEO and fresh grads mingling casually at a lounge or bar – something harder to orchestrate on land,” said Ham. “There’s also that perfect mix of business and leisure – ‘bleisure’ – where guests have their meetings at sea and explore ports together.”
Ham emphasised the importance of tailoring cruise pitches to each corporate client. “Understanding the motivations of decision-makers is key. Whether it’s rewarding top performers or simply pampering the team, we customise our proposals with a personalised deck,” she shared.
From themed ice-cream parties to flying the Malaysian flag in Antarctica with incentive groups, Ham is no stranger to curating unique cruise experiences. “Planning onboard is easier too – the crew, F&B, and entertainment teams become part of your event execution,” she added.
With growing interest in niche segments like school and wellness groups, and even Brompton bike clubs, Ham sees a sea of opportunities ahead. “Cruises are no longer just for retirees. There’s a whole new generation ready to be wowed.”