High-street agents are as important today as they have always been. They offer the personal touch, and the best provide exceptional customer service, finding the perfect cruise for each client’s needs and budget. Whether they’re helping a customer who’s new to cruise or finding exactly the right dates and itinerary for a loyal cruiser, the best retail agent will work tirelessly to drive client satisfaction as well as sales. They also use every tool available to learn as much as they can about the cruise industry, so they can sell it effectively to customers, many of whom just walk in off the street, looking for holiday inspiration. The best agent attends events and fam trips and does everything possible to ensure they know as much about cruise as the lines themselves. They are an important cruise asset on the front line of travel sales.

Specialist cruise agents may have an online presence only, or they might have a bricks and mortar store too; the thing that unites them is how they focus specifically on selling cruise holidays. Staff at these agencies will have completed specialist training courses to ensure they have in-depth and up-to-date knowledge of what the various cruise lines can offer. Moreover, specialist agencies will have access to discounts and special offers that customers might not be able to find elsewhere. Some cruise agents also put together packages that combine a cruise with hotel stays and other holiday elements such as rail journeys or festivals.

Offering the best advice, exclusive deals and competitive prices, the best online agent can focus on listening to customers’ needs to give them exactly what they want. From transfers through to pre- and post-cruise stays, bespoke itineraries and last-minute deals, the best online agent uses all their technological tools to deliver the perfect cruise to a large audience, but does it with a personal touch.

The best consortia and homeworking agencies are important to the cruise industry because they not only support independent agents and homeworkers but also ensure they have all the knowledge and tools available to sell more cruise. Consortia and homeworking agencies provide training, information, and negotiate with cruise lines to get the best deals to pass on to customers.

Whether it’s the sumptuous cabins and suites with designer interiors, the fine dining with impeccable but intuitive service, the high crew-to-passenger ratio or the little touches – from staff greeting guests by name to heated bathroom floors and personalised stationery – this is the category for luxury cruise lines whose passengers sail the oceans in style.

The onboard butlers are standing by, the minibar is stocked with premium vintages, the stateroom is sophisticated, the spa is sumptuous and guests’ every whim is catered for – often in advance. But the true sign of a luxury river line is that the experience on shore is as exceptional as on the ship. Private performances, exclusive access to cultural events and bespoke visits to iconic places of interest are all part of the rich itinerary. Throw in can’t-be-bought-elsewhere specialist experiences and faultless service, and you know you’re exploring the world’s rivers on the most luxurious line.

From innovative new ways to provide thrills and spills on board through to tried-and-tested excellence delivered by heritage brands, we are looking for the cruise line that excels at food, accommodation, entertainment and service. Customer satisfaction levels will bear out what passengers – new and loyal – already know: this is the line that provides the perfect holiday at sea, time and time again.

Whether it’s the finest dining, a varied entertainment programme, elegant and spacious staterooms or every facility guests could want on board (yes, a spa and maybe even a four-poster bed!), the best river cruise line should match the most opulent of hotels. Add an itinerary that takes in magical destinations and offers exciting and cultural excursions at every port, and this will be a winning line with the wow factor.

Popular but carrying fewer passengers on smaller ships, the best premium cruise line offers great value on a high-end product. Along with exotic itineraries in far-flung destinations and those coveted perks – wine with dinner, premium products in the bathroom – guests might be treated to extra-special touches such as a saxophonist by the pool. Sophisticated, with second-to-none service, the best premium cruise line is fast closing the gap with the luxury market.

Offering everything from eco-voyages through to scuba diving, rock climbing and sea kayaking, this is the cruise line for adventurous passengers who want to explore every corner of the globe from the comfort of a cruise ship. With itineraries ranging from the frozen polar wastelands to the shimmering seas of Tahiti, this line delivers incredible experiences every single day.

With innovations such as studios with public lounges for solos to mingle, no single supplements, dedicated cocktail parties, dance hosts and even hand-picked dining companions, cruise lines have gone all out to embrace solo travellers. And the very best make it possible for lone travellers to join hosted tours, classes and groups, while also giving them the space to strike out alone.

Being different is a good thing. Being unique is even better. The best specialist or niche cruise line doesn’t follow others but sets its own passenger-pleasing agenda, offering anything from in-depth lectures and lesser-known destinations to exceptional experiences, both on board and ashore. Whether its ships look different from others, or sail from different ports, the best specialist or niche line offers something no one else does – a one-of-a-kind experience that guests fall in love with.

From building the momentum to the actual launch, this is the campaign that created the biggest buzz and got the entire industry talking. Did you come up with an innovative way of marketing the ship, or stage the most exciting event? Did you do something different with the fam and press trips for agents and media – or did you make global headlines that broke the internet?

It doesn’t have to be all-inclusive – this cruise line could offer speciality experiences at a supplement, have a no-extras policy or give guests complimentary additional services – but delivering great value is the sign of an outstanding cruise, no matter what the cost. Customer satisfaction ratings for this cruise line – whatever the price of the holiday – will prove that offering consistently good value for money is priceless.

When the kids are happy, every member of the family has a smile on their face. From family-friendly innovations and thrilling experiences to the most entertaining kids’ clubs, the best family cruise line ensures there’s something special for every generation – and delivers a holiday that’s packed with memory-making moments for parents and children to enjoy together.

In this crowded, competitive market where it seems a new ship, innovation or activity is launched every week, it’s harder to cut through and achieve that industry and media buzz. But the best advertising, marketing and PR campaign will have made global headlines, gone viral on social media and the internet – and made everyone in cruising sit up and take notice. For a truly effective campaign to be the best, it must have generated not just publicity but also a slew of forward bookings.

Whether it’s organised around a theme, to see art and culture, indulge a specialist interest or explore a destination in more detail, an escorted tour gives passengers the inside track. Maybe the itinerary takes in all the hidden gems only known by the locals, or provides a local guide to help guests experience new cultures in depth. Either way, one thing’s for sure: an escorted tour gives travellers a taste of authenticity that brings any destination to life. Needless to say, the service will be exceptional and the itinerary and organisation flawless, but the best will offer something above the rest – a memorable experience to treasure for ever.

As technology advances, cruise lines, organisations and destinations serving cruise customers are using it in ever more creative ways to enhance passengers’ experiences, both on board and ashore. From booking excursions through to shopping online, tracking other members of the family, navigating the ship and even helping the crew to learn and predict guests’ preferred choices in everything from food to their next voyage, technology is making cruising ever more enjoyable. The best technology does it all seamlessly, in any language, and has benefits for passengers, crew, cruise lines and the industry as a whole.

Anything that helps passengers and agents book and enhance their cruise experience is a bonus for them and the industry. But as more people realise that cruising is the best way to travel and take in multiple destinations in one holiday, there are ever more factors to organise – not just bookings but add-ons such as excursions, on-board experiences, celebratory dinners and spa treatments. That’s where digital and web-based platforms or services come into their own, and there’s no doubt the best will help to grow customer satisfaction – and the industry as a whole.

We value the oceans and rivers we sail in and we care about the environment. We know that plastic pollution is a problem that we as an industry, and our passengers, now need to tackle. More than eight million tonnes of plastic find their way into the sea each year and experts warn that by 2050 there could be more plastic than fish in the ocean. The cruise industry understands the problems and is working hard to make a dramatic and sustainable difference. The best environmental initiative could help to save our seas and marine life, have recycling at its centre, or be changing the very fuel that powers our ships.

Whisking guests off to the airport or ship in a chauffeur-driven private car or organising something memorable to start their cruise in style is the best kind of transfer. It takes the stress out of travelling at the beginning and end of a cruise so guests can sit back, relax and enjoy the ride.

Co-branding is a strategic marketing or advertising partnership between two non-competing brands and is a trend that has gained remarkable popularity over the last few years. When done successfully, co-branding can be a great way to increase awareness, break into new markets and build a business. This category looks at ways that cruise lines have partnered with brands from the world of fashion, cuisine, entertainment and beyond to create a buzz and attract a bigger and broader audience.

From four-poster beds, marble bathrooms, suites with Jacuzzi hot tubs and cabins with hammocks on balconies, the best accommodation on an ocean or river ship rivals anything in the world’s finest hotels – with the unique advantage that guests can go to sleep in one city or country and wake up in another. The best accommodation, whether it’s for solo travellers, couples or families, offers much more than just a fantastic view of the ocean or river.

Dining on board is important for passengers hungry to try new and favourite dishes from all over the world. Whether it’s the buffet, room service, a five-course dinner from a Michelin-starred or celebrity chef, or the chef’s table with the Executive Chef on board, the dining experience is an essential part of the onboard journey. The best cuisine at sea or on the river rivals any hotel menu and offers a variety of dishes for all tastes that leaves guests coming back for more. The winner in this category will use fresh, locally sourced food, may offer market tours at destinations, and will believe in telling guests exactly where the food they are eating came from.

Nothing broadens the mind like travel – except travel with the added opportunity to learn and discover more while sailing to incredible destinations. The best enrichment cruises have specialist guest lectures, with experts, authors and legends bringing their topics alive for the audience. Found on a variety of cruises, these may have a theme – wine, food, history, dance or crafts – but whatever the subject, they make a cruise into a deeply enriching and informative journey.

West End hits and Broadway shows, comedians, jazz musicians, TV show winners, pop stars, children’s characters, variety acts and dinner theatre with high-wire acts are all part of the entertainment offered on board today’s cruise ships. Whether it’s a saxophonist serenading guests at the cocktail hour or a rock legend in concert, there’s always something to see, listen to and enjoy on a cruise. And the very best entertainment has the entire ship buzzing, bringing repeat bookings just for the theme or the act alone.

Travelling is about exploring, relaxing and treating your mind and body to a well-earned rest. Wellbeing cruises – with the emphasis on yoga, sports, meditation or sporting activities – put passengers through their mental and physical paces, while spas are all about pampering. The best offer everything from running decks to a full activities programme, and well-equipped spas that make the ship a floating wellness resort. From collaborations with brands through to spas with hammams, couples’ suites and relaxation rooms with ocean views, the best onboard spas are breaking new ground to overtake the facilities offered in five-star hotels.

From Alaska to the Mediterranean, cruise ships now explore every corner of the world. For a destination to truly stand out – be it a country, region or city – it must have plenty to offer cruise passengers whether they’re visiting for a matter of hours, a day, or for a longer spell pre- or post-cruise. It might be the best because of its natural beauty, its stunning beaches or because it’s a city with unique architecture, a fascinating history, rich culture or the most incredible entertainment on offer for every generation. Perhaps the best destination is a country with so much to offer that there are multiple ports and hugely popular itineraries because British cruisers want to make the most of their time there.

Whether it’s the incredible passenger facilities, fascinating cultural or historical sights on the doorstep or proximity to the destinations and attractions passengers want to see, the best port has plenty to offer. It might be a destination – even one off the beaten track– in its own right, a gateway to a popular capital or have duty-free or boutique shopping, diverse dining or a stunning beach. It could be a port that can accommodate a multitude of the biggest of cruise ships or a tiny harbour for smaller ships and guests who want to get closer to the action.

Discovering a capital’s hidden gems, a country’s wine region or a bucket-list destination’s must-see tourist attraction is easy with the best excursion. Wherever you are in the world, and whether your tour is organised by the cruise ship or by independent agents, this is the experience that defines your visit to a country or city and makes the entire cruise memorable.