At this year’s Cruise360 conference in Fort Lauderdale—marking the 20th anniversary of the event—the Cruise Lines International Association (CLIA) unveiled a fresh initiative designed to shift perceptions about cruise travel and empower travel advisors with ready-to-use marketing tools.
Cruise Actually
Inspired by the film Love Actually, the new campaign, “Cruise Actually,” draws a clever parallel between the film’s evolving concept of love and the discovery of what cruising truly offers; and as the movie unpacks the many unexpected forms love can take, CLIA’s new campaign reframes cruising by challenging outdated assumptions.
But “Cruise Actually” is more than just a play on words. It’s a new social media movement crafted specifically for travel advisors. The goal? To help advisors convert the cruise-curious—and even the cruise-cynical—by highlighting the diverse and personalized experiences cruising now offers.
Key campaign messages described at Cruise360 include:
- Cruise actually is for everyone.
- Cruise actually offers all kinds of ships.
- Cruise actually is what you want it to be.
- Cruise actually is the best way to see the world.
The campaign launched amid Cruise360’s high-energy programming, where advisors earn CLIA certification credits by participating in numerous seminars. Advisors can also explore ships docked at Port Everglades, featuring lines like Royal Caribbean, MSC Cruises, Disney Cruise Line and Virgin Voyages. Attendees can also attend panel discussions with top cruise line executives.
CLIA-led seminars cover a wide range of topics designed to strengthen cruise sales strategies for advisors. Sessions explore how to grow a thriving cruise business by tapping into river, ocean and luxury cruise markets. Advisors also gain insights into generational selling techniques—from Baby Boomers to Gen Z—learning how to foster lasting client loyalty through tailored marketing. Additional workshops highlight top-selling cruise destinations and offer guidance on serving solo travelers, making Cruise360 an essential event for advisors looking to elevate their cruise expertise.
Keynote Speech from Bud Darr
Beyond launching a new social media movement, Cruise360 also served as a platform for CLIA’s new President and CEO, Bud Darr, to reaffirm the association’s commitment to unity and global collaboration.
“CLIA is a global organization—we should act like it, look like it and help travel advisors in a global way,” Darr said, emphasizing the importance of collaboration not only among advisors but also with shipbuilders, suppliers, service providers and industry partners like the Florida-Caribbean Cruise Association (FCCA) and the American Society of Travel Advisors (ASTA).
Darr reiterated CLIA’s enduring commitment to travel advisors, who drive 72% of cruise bookings.
“I have deep respect for the travel advisor community and the value you add,” he noted. “You are by far the number one distribution channel for the cruise lines, and you will always have an important role to play.”
As CLIA celebrates its 50th anniversary, Darr shared encouraging insights about the state of cruise travel:
- 80% of past cruisers say they would cruise again.
- 36% of cruisers are under the age of 40.
- One-third of cruisers took their first cruise within the last two years.
- 70% of past cruisers are likely to cruise again.
“We’re entering the golden age of cruising—and the best is yet to come,” Darr said.
For more information, visit cruise360.org.
