As cruising rebounds in Asia, the fly-cruise segment is gaining strong traction.
At CruiseWorld Malaysia 2025, industry leaders from StarDream Cruises, The Travel Corporation (TTC) and Scenic Tours unpacked the shifting travel patterns, product diversification, and sales strategies fuelling this demand.
Quick dips and direct flights
Cynthia Lee, vice president – sales at StarDream Cruises, shared that Malaysian travellers continue to favour short-haul cruising, with strong demand for two- to three-night sailings from Singapore on Genting Dream.
“These short weekend cruises are especially attractive for those seeking quick getaways,” she said, noting that dual homeport itineraries from Singapore and Port Klang, with calls to Penang and Malacca, offer added convenience.
Lee also observed rising interest in fly-cruise options, particularly for five-night itineraries from Taiwan and Hong Kong to Japan. “Our Star Navigator sails to ports like Osaka, Kochi and Okinawa – destinations that aren’t easily accessible by air, making cruising a seamless alternative,” she explained.
Cruises aligned with major events, such as the World Expo in Osaka, have further boosted appeal.
To enhance accessibility, StarDream has partnered with Malaysia Airlines to offer discounted flights to homeports, and is collaborating with tourism boards across Singapore, Taiwan, Hong Kong and Dubai to promote extended stays.
Making inroads on rivers
Mae Cheah, managing director, Asia of The Travel Corporation (TTC), introduced Trafalgar’s newly launched river cruise product.
“For us, it was a natural progression. Our loyal guests often travel with us multiple times a year and were asking for something new,” she said.
Trafalgar’s river cruises, currently sailing on the Rhine and Danube, focus on cultural immersion and slow travel. “We blend the Trafalgar signature warmth and storytelling with river cruise comfort. Guests enjoy ever-changing scenery, guided experiences, and included meals, all while only unpacking once,” said Cheah.
She emphasised that river cruises are especially appealing to time-poor agents. “It’s a singular product that covers accommodation, transport, dining and excursions. That saves planning time and reduces the risk of clients piecing together their own trips with online tools.”
Six-star style
Representing the ultra-luxury segment, Constance Seck, regional director, sales & marketing, APAC at Scenic Tours, spotlighted the brand’s diverse offerings across ocean, river, and expedition cruising. “Our Scenic Eclipse ships are six-star, all-inclusive vessels equipped with helicopters, a submersible, and advanced GPS dynamic positioning—no anchors required,” she said.
Seck encouraged agents to move away from price-led conversations and instead focus on the value proposition. “There’s a cruise product for every traveller. You need to profile your client properly – whether they prefer activity-driven river cruises or fully inclusive luxury experiences. That’s how you match them to the right brand.”
She added that education is key. “Many agents have access to promotional materials, but if they don’t understand the product, they can’t sell it. It’s not enough to push flyers. You need to tell a compelling story and answer guests’ questions confidently.”
Know your product, tell the story
The panellists agreed that product knowledge is crucial to unlocking sales in this evolving market. “Agents don’t need to carry every brand. Just focus on a few you understand deeply,” said Cheah. “It’s about offering value, not volume.”
Seck echoed the sentiment, sharing an example of a Malaysian agent who learned the Scenic Eclipse product thoroughly and closed a group booking worth half a million dollars within a month. “That’s the power of storytelling,” she said. “When you know your product, your clients trust you – and they’ll buy from you.”