Travel advisors are reinventing their role to meet the challenge of cruising’s rapid evolution. From Muslim-themed cruises, AI staff training, to understanding the customer better, regional travel agents shared their formula for success at CruiseWorld Asia 2025, organised by Travel Weekly Asia:
The key takeaways:
Keeping the fire alive in nascent markets
In Asia's maturing cruise markets, product knowledge continues to be key to unlocking potentials. Beyond superficial knowledge on cruising, agents also need to possess a sustained interest that drives them to keep up with ever-evolving and differentiated cruise offerings, in order to successfully cultivate a taste for cruising in nascent markets.
Testament to such passion-driven product expertise is Vina Cuadra, manager – Tours Operation Management, Rakso Air Travel & Tours, who pioneered the agency's cruise business in 2017. Almost a decade in, she now helms a full cruise unit at the agency. She attributes her success in growing cruise sales to a deep desire to understand the diverse cruise offerings, in order to pick out products that will perfectly satisfy each of her clients' tastes and preferences.
Varun Chadha, CEO of TIRUN Travel Marketing, echoed the sentiment that the knowledge and confidence required to sell cruises well do not come easy. Agencies must invest in sustained and dedicated training. "Confidence in selling cruise products can only come with dedicated training and exposure," he stressed.
/From-Muslim-themed-sailings-to-AI-powered-staff-tr.jpg?tr=w-600%2Ch-340%2Cfo-auto "From Muslim-themed sailings to AI-powered staff training and deeper insights into customer preferences, regional agents revealed their winning strategies at CruiseWorld Asia 2025, organised by Travel Weekly Asia.")
From Muslim-themed sailings to AI-powered staff training and deeper insights into customer preferences, regional agents revealed their winning strategies at CruiseWorld Asia 2025, organised by Travel Weekly Asia.
Cornering the Muslim market through novelty
Suka Travel & Tours is drawing Muslim cruisers with the Dream KRUise Showcase, a themed sailing featuring 1990s Malaysian pop group KRU. Such novelty keeps loyal customers engaged and gives them fresh reasons to cruise again, according to CEO Adam Karmal.
On dining needs, Karmal stressed a deeper understanding of Muslim travel needs. While the availability of halal food is important, cruise lines need not offer a fully halal-certified kitchen as the baseline. “What we really need is halal meat, pork-free options, and Muslim-friendly meals.”
He proposed “Muslim food corners” integrated into multiple restaurants, rather than limiting diners to a single halal outlet on longer cruises.
Understanding preferences
According to Ratrudee Sittisint, executive director, TT Travel Agency, Thai people want to explore the regional destinations first. Their holidays are short and they place a priority on regional destinations, followed by food and entertainment.
Meanwhile, Indians increasingly view cruising as “the hero of the holiday”, shared Chadha. Cruising was once an add-on but has now become the centrepiece of vacations.
He also revealed that his company is close to a tripartite agreement with a tech partner: “The technology company approached us saying, ‘you guys sell experiences, right?… Let's go find a travel partner who can service the business that was generated from the bank, and then use you from a content, rates, inventory, and experience point of view’.”
Focusing on staff
EU Holidays prioritises staff retention and development, and offers flexible working days. It applies the 80/20 rule, where 20% of staff time is dedicated to challenges beyond their comfort zones. Ong noted that younger employees especially embrace this culture of growth.
AI is increasingly shaping travel operations and EU Holidays runs monthly AI courses where staff learn how to create videos, music, and avatars without sending videographers abroad.
Industry leaders maintain that people remain indispensable. Pauline Suharno, president, ASTINDO, stated that unlike AI, agents do not just provide quick answers – they verify information through official government websites, consult seniors, airlines, or even embassies to ensure accuracy. This thorough process builds trust and delivers reliable solutions and customers continue to see travel agents as essential partners in navigating travel needs.
Soft selling and upselling at travel fairs
Travel fairs are evolving to reflect changing travel preferences. Frederick Yip, executive director at Goldjoy Group, explained that their goal at travel fairs is not about converting sales. It was about having a place where they can showcase their brand and products to connect with clients to find out more about their needs, and then follow up with them after the fair.
Nigel Wong, president, MATTA, added that the human connection with the right travel advisor is key to upselling packages, as reflected in rising spending patterns at MATTA Fair 2025.