The most successful cruise advisors are doing far more than closing bookings. From asking better questions and deepening client relationships to using data, AI and long-term planning, industry leaders at CruiseWorld 2026 shared the habits that separate top performers from the rest.
Here is a snapshot of the advice that cruise executives and travel industry leaders shared at the event.
Northstar Travel Group’s Mary Pat Sullivan, Scenic Group’s Ken Muskat, Globus' Camille Olivere, Azamara Cruises' Dondra Ritzenthaler, Travel Insured International’s Barbra Taylor and Travel Weekly’s Johanna Jainchill. Credit: Generikal Design
Ken Muskat, Scenic Group president
- Ask clients how they want to experience the destination they have selected: “With so many different suppliers coming into the business and the growth in small ship cruising and yachting and river cruising and all these kinds of alternatives that are out there, and so many people not realising that they even exist, that one little question of saying ‘How do you want to experience something?’ can totally change the mindset of that person or what you're offering them. And open it up to a whole new world, not to mention more expensive product, higher commission.”
Camille Olivere, Globus chief sales officer
- Stay focused and efficient: “There are so many DMCs and lots of cruise lines, lots of tour operators, so it's really important to be focused and efficient. And I think the way that you can stay more resilient is to really make sure that you're more efficient with your time. And also take some time to think about, ‘How can I leverage the tools that my agency group provides and AI to make myself more efficient, so I can really focus on individual customers?’”
Dondra Ritzenthaler, Azamara Cruises CEO
- Empower your team rather than completing all tasks yourself: “It's sometimes just easier to do [a task yourself] and more efficient in time to just do it, but then the mistake that you make when you do that is that you don't empower your team and they don't feel empowered. And then when you're not there, they don't know what to do and how to do it.”
- Be well-versed on the products you sell: “You have to really know your stuff. You cannot just come in now and just expect that you can answer the phone or make a call and make a sale. Because with AI and all the information that is available, you can't underestimate the power of your knowledge.”
Barbra Taylor, Travel Insured International president
- Don't forget the value of relationships as technology advances: “That human connection and that human relationship is going to become more and more important. And you've got to be out meeting people and building those relationship skills because that's going to become amplified.”
Northstar Travel Group’s Mary Pat Sullivan, Holland America Line and Seabourn’s Rob Coleman; MSC Cruises' Erin Douglas; Royal Caribbean’s Vicki Freed; Norwegian Cruise Line’s Brennan Quesnele; Princess' Carmen Roig; Celebrity’s Jennifer Suarez; Carnival’s Janet Wygert and moderator Marcia Rowley. Credit: Generikal Design
Janet Wygert, senior vice president, sales and trade marketing, Carnival Cruise Line
The best of the best travel advisors, you know your numbers. You know your business. You see where the opportunity is, and you use that data to grow your business. You measure your marketing.
Brennan Quesnele, senior vice president of strategic accounts and trade marketing, Norwegian Cruise Line
Leaning into groups. Groups are a really big opportunity for a lot of our successful advisors.
Jennifer Suarez, vice president of sales for the Americas, Celebrity Cruises
The most successful advisors know their clients well. They use data to make sure they're reaching out at the right time with the right product or experience, where you become someone who's guiding them and not just selling to them.
Carmen Roig, senior vice president of sales, Princess Cruises
The most successful advisors know their value as influencers and have communication with their clients. They have a dialogue. Email is not a dialogue. Find your passion, specialize and become an expert.
Rob Coleman, senior vice president of sales, Seabourn and Holland America Line
We used to encourage advisors to make sure you contact the guests when they get back to book their next cruise or tell guests to book onboard. What the data tells us now: We have more product available into future years than we've ever had before. And guests are willing, we've learned, to book and stack multiple vacations. Instead of just booking their next vacation, book their next-next vacation.
Erin Douglas, senior vice president of trade sales, MSC Cruises USA
We see that when guests return from their cruise and their advisors had counseled them to the fullest before they left, making sure their vacations are inclusive, we get the highest guest scores. When advisors take the time to make sure guests have the WiFi, book the specialty dining and spa, the more satisfied they are. Don't be afraid to make those suggestions.
Vicki Freed, senior vice president of sales and trade relations, Royal Caribbean International
You need to have a goal. And the goal must be something concrete. It cannot be, "I want to sell more cruises." How much do you want to sell? And you need to put it down on a piece of paper. And when you set the finish line and you're in the race, allow us and allow yourself the opportunity to learn how you're going to reach that goal.
Source: Travel Weekly