As more ships come online and people continuing to hold misconceptions around cruising, high street agents are more important than ever. Whether they’re persuading a customer who’s new to cruise to book their first holiday at sea or finding the right itinerary for a loyal cruiser, the best retail agent will work tirelessly to drive client satisfaction as well as sales. They use tools such as cruise line training schemes, industry events and personal development plans to learn as much as they can about the cruise industry to effectively sell to customers – some who may not have considered a cruise before.

The judges are looking for a retail travel agency who demonstrates how these tools have been put in place to ensure customer satisfaction remains positive and sales are bolstered. They are also looking for how your store has evolved in the last year with innovative new ways to bolster bookings. 

The best online agent offers customers stellar advice, exclusive deals and competitive prices, while being adaptable to provide each client with exactly what they need. From immersive itineraries to pre- and post-cruise stays and last-minute offers they can’t find anywhere else, the best online agent utilises their technology and platforms to deliver holidays to a wide variety of travellers, focusing on innovative practices to streamline the consumer journey.

The judges are looking for your entry to show how your practices and online innovation, technology and platforms drive customer satisfaction, repeat bookings and new-to-cruise sales. You should be able to demonstrate how you communicated these to the market and the trade. "

"This is a new category and is designed to reward the homeworker and mini agency. The rise of the homeworker and self-employed agent has been pivotal in bringing even more business to the cruise industry. This award is dedicated to those who’ve successfully got their operation off the ground and forged a name for themselves in the industry.

The judges are looking for you to demonstrate how you launched your operation and what innovative techniques you used to attract your first clients, as well as your dedication to the industry. Your customers are your judges so it’s important to reference how you’ve served them and how this has translated into tangible business results. "

The best specialist cruise agent will be one that has a laser focus on all things cruise. Whether that’s in a retail setting or online, this agency will be able to demonstrate what makes them the number one cruise expert, offering unrivalled customer service and expertise, including the ability to match clients to their dream cruise.

The judges are looking for your entry to demonstrate how your customer service and multiple platform innovation helps drive customer satisfaction and sales. 

"This new category is designed to highlight and champion the leading homeworking agent networks amongst the cruise industry. From supporting new agents with setting up their independent homeworking businesses to being on hand to help experienced sellers reach even greater heights, the best homeworking agency will work tirelessly to support agents to boost client satisfaction as well as sales.

They offer members every tool available so they can improve their cruise knowledge to help them convert would-be-clients into a new customer.

The judges are looking for your entry to demonstrate how your agent support network and training initiatives help homeworking members increase customer satisfaction levels and drive independent sales. "

This award will go to the technology innovation with the biggest potential to revolutionise and disrupt the cruise sector. Perhaps you have revolutionised your marketing strategies or streamlined your in-house processes with a new platform. Or you’ve optimised your content to boost customer engagement. Onboard you might have enriched the guest experience with a new piece of tech or you’ve found a way to utilise technology to drive more bookings.

As technology continues to evolve, cruise lines and agents are having to navigate this ever-changing world to better harness the new developments available to improve communications, booking processes and onboard experiences. This is a NEW AWARD given to a technology provider who has developed the most innovative software or hardware product for the cruise sector.

Judges are looking for a provider that has either successfully collaborated with a cruise line or agent, or has an innovation in market, that harnesses technology to grow sales and/or improve customer success. Examples could include how AI is used in day-to-day business operations such as answering FAQs instantly through to predictive analysis. 

From innovative ways to provide thrills and spills on board to tried-and-tested experiences that keep guests coming back for more, we are looking for the cruise line that offers top-of-the-range dining, accommodation, entertainment and service.

The judges want your entry to demonstrate the unique touches that set you apart from other cruise lines, your core USPs and any innovations that have helped drive customer satisfaction. 

Whether it’s sumptuous cabins and suites with designer interiors, fine dining with impeccable, Michelin-grade service, or spectacular stage shows and evening entertainment, this is the category for luxury cruise lines that help their passengers sail the oceans in style.

The judges are looking for entries that demonstrate how these high-end touches enhance the guest experience, your core USPs and how they have contributed to more forward bookings and/or growth in the luxury cruise market. 

The best river cruise ship should match the most opulent hotels. Combine this with an itinerary that takes in magical destinations and exciting cultural excursions at every port and you get a river cruise with the wow factor.

The judges are looking for your entry to demonstrate these specialist touches in the river cruise sector, your core USPs and any innovations that have driven customer satisfaction, forward bookings or growth in the river cruise market. 

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.

The judges are looking for your entry to demonstrate these specialist touches, your core USP in the luxury river cruise sector and any innovations that have driven customer satisfaction, forward bookings, or growth in the luxury market. You should clearly be able to show how you communicated these, to both the market and the trade. 

From building excitement right the way through to the launch day, this award celebrates the ship launch that created the biggest buzz and got the entire travel industry talking.

The judges are looking for your entry to demonstrate an innovative, headline-grabbing launch that impressed the media and the rest of the industry, as well as guests. From idea to delivery, tell us how your launch campaign set the agenda and showcased your new ship’s core USPs and innovations. Did you come up with an innovative way to market the ship or did you stage the most exciting naming ceremony? We want to know. 

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 sailings to lesser-known destinations to exceptional experiences, both on board and ashore. In essence, a specialist cruise line will have a defining USP, whether that’s through destination programmes, culinary partnerships or distinct cruising styles such as a yacht experience.

The judges are looking for your entry to showcase your specialist or niche area and how you cater for and attract guests, as well as your core USPs in the specialist or niche sector and any innovations that have driven customer satisfaction, forward bookings or growth in the market. 

The best expedition cruise line will provide extensive opportunities for guests to discover and learn about new destinations, with an unrivalled shore-side and on-board programme of insightful activities.

As expedition is a fast growing part of the cruise sector, the judges are looking for your entry to demonstrate what makes your expedition ships, itineraries, and excursions different from the competition.

"This award is for the cruise line that puts a smile on the faces of the whole family. From family-friendly innovations and thrilling experiences to the most entertaining kids’ club programmes, the best family cruise line ensures there’s something special to enjoy for all generations.

The judges are looking for your entry to demonstrate these family-friendly touches, your core USPs in the family sector and any innovations that have driven customer satisfaction, forward bookings or growth in the family cruise market. "

Affordability means different things to different people. It may or may not be all-inclusive, and this cruise line may or may not offer speciality experiences at a supplement, have a no-extras policy or offer guests complimentary services. Whatever it is, the winner of this category is the cruise line that helps guests’ money go even further while still delivering an outstanding holiday.

The judges are looking for your entry to demonstrate why your cruises are the best value for money, with your core USPs outlined along with any money-saving innovations that have driven customer satisfaction and forward bookings. 

The Best for Solo Travellers award goes to the cruise line that can show how it has created a unique, safe and rewarding experience for the guests who choose to go it alone, whether it be themed nights, tailored excursions, solo accommodation, or no/reduced single supplements.

The judges are looking for your entry to show how solo travellers are so well looked-after that they don’t feel as though they are travelling alone, as well as your core USPs in the solo sector and any innovations that have driven customer satisfaction, forward bookings or growth in the solo traveller market. 

Only ever a phone call away, ever-present at trade-facing events and always on hand to support wherever they may be needed, the best trade sales team is the embodiment of their company’s brand message. Open to both cruise lines and agencies, the best trade sales team goes above and beyond to make sure their clients are always supported from marketing materials to immersive training sessions and sales tips to planning advice.

The judges are looking for your entry to demonstrate how your trade sales team helps support your clients from enquiry to holiday. You should clearly be able to show how you communicated these. 

Whether it’s organised around a particular theme or to explore a destination in more detail, an escorted tour gives passengers the inside track on the world’s most intriguing cultural destinations. Maybe the itinerary takes in the hidden gems only known by the locals or provides an expert guide to help guests get under the skin of a town or city.

The judges are looking for your entry to demonstrate how you beat the competition, your core USPs and any innovations that have driven customer satisfaction, forward bookings or growth in the escorted tour market. 

The cruise industry is working hard to reduce its environmental impact to protect the oceans and rivers on which ships operate. With advancements in ship propulsion, on-board policies and reduction in emissions, the sector is making strides towards a more sustainable future. The best sustainability initiative could focus on recycling energy or onboard materials, testing new fuels or changing port infrastructure.  

The judges are looking for your entry to demonstrate how your sustainability initiative has or will help the oceans and wider environment, your core USPs and any innovations that have driven customer satisfaction, forward bookings or growth in environmental awareness. 

Whisking guests off to the airport or ship in a chauffeur-driven private car or organising something memorable so they can kick off their cruise in style are what make an unforgettable transfer experience. 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.

The judges are looking for your entry to demonstrate these personalised and luxurious touches, as well as your core USPs and any innovations that have driven customer satisfaction, forward bookings or growth in the market. You should clearly be able to show how you communicated these, to both the market and the trade. 

We are looking for the best advertising and marketing campaign in 2024/Q1 2025 that increased brand awareness across key audiences and/or drove bookings. Your entry won’t be based on media value, it will look at your strategic thinking and execution against the campaign objectives.

Judges want to see how you adopted a creative approach to tackle achieve the campaign objectives, as well as evidence of measurable success. Your entry should highlight how you utilised multiple platforms to reach your target audience and what storytelling techniques you adopted to ensure your message landed in the most impactful way possible. Please include deliverables and how you measured success. 

According to the 2024 Cruise Trade News Annual Report, the new-to-cruise segment is growing by the minute – but confusion remains around booking processes and onboard experience, which is providing to be a barrier. As an industry, it is our job to make this simpler for those who have never been on a cruise before to understand. This is a NEW AWARD to recognise and celebrate both cruise lines and agents who are tackling this challenge head on.

The judges are looking for your entry to demonstrate an initiative or project that you have undertaken which tackles the barriers for new to cruise, convincing them to try a cruise for the first time, as opposed to a land-based break. This can include anything from breaking down terminology, simplifying the booking journey through to comparing the value of a cruise against a traditional holiday. 

As the cruise industry continues to grow, so too does the need to drive positive public perception of your brand. This is a NEW AWARD to recognise and celebrate the most dynamic and effective PR teams who have delivered exceptional PR strategies and strive to create compelling stories that resonate with audiences and generate buzz for the wider industry.

Judges are looking for in-house or agency PR teams that through 2024/Q1 2025 have executed PR strategies that have exceeded KPIs and led to measurable public engagement, capturing the hearts of key audiences, driving brand enhancement and creating impactful results for their business. 

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, however. It should elevate the experience no matter what the price point, whether that’s through premium bedding, well-designed bathrooms with modern amenities or 24-hour room service.

Your entry should demonstrate these luxurious and unique touches across all the accommodation on offer, or in one particular area – you could have the best solo traveller accommodation, for example, or the best suite-only accommodation with a guaranteed ocean/river view. 

Now more than ever, dining is seen as a fundamental part of the overall cruise experience. No longer are guests satisfied with run-of-the-mill cuisine, but expect new and exciting culinary adventures to accompany them as they traverse the globe. 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.

Your entry should demonstrate that food is a central component of the cruise experience, with provenance carefully considered and the most diverse palates catered for. 

The best enrichment programmes focus on expanding guests’ interests while offering horizon-broadening experiences that connect them to the destinations they’re sailing to. Whether it be through onboard lectures led by industry experts, immersive shore excursions or bespoke guest areas designed to inspire and educate, activity programmes make a cruise a deeply enriching and informative journey.

The judges are looking for your entry to demonstrate the power of a deeply thought-out and flawlessly executed enrichment programme, detailing how relevant activities enhance the onboard experience while relating to your line’s core USPs. Please provide evidence of activities and innovations that have driven customer satisfaction, forward bookings and/or growth in the market. 

Entertainment on board has evolved over recent years. Now it’s common to see West End hits and Broadway shows, comedians, jazz musicians, TV show winners, pop stars, children’s characters, variety acts and high-wire acts on 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.

The judges are looking for your entry to demonstrate how your entertainment programme beats the competition, your core USPs and any innovations that have driven customer satisfaction, forward bookings or growth in the market. 

Added last year, Best of Accessibility is an award we are passionate about as we continue to champion a more accessible world within the cruise industry. Considerable efforts have been made to improve the travel experience for every guest, and this award celebrates cruise lines which have actively embraced accessibility and implemented solutions to cater for all passengers. The term accessibility covers both visual and non-visual disabilities, allowing for accessible corridors, boarding processes, specially designed cabins, accessible shore excursions through to implementation of amenities such as quite spaces, sensory rooms and autism-friendly training for staff and crew.

The judges are looking for your entry to demonstrate how you champion accessibility, ensure all passengers have a comfortable and enjoyable trip and no guest feels left behind on their holiday. You may have adjusted corridors or cabins onboard a ship, or implemented a new training and guidance policy for staff to give them the tools to better support travellers with additional requirements. 

The best wellbeing programmes utilise the latest trends in wellness and restoration to provide guests with onboard spa, health and fitness experiences that rival the land-based holiday market. Whether it be through spa and beauty treatments, onboard nutrition or fitness classes and gym facilities, wellbeing programmes ensure guests arrive back ashore feeling physically and mentally restored.

Judges want your entry to demonstrate how you’ve gone above and beyond to offer an industry-leading wellbeing programme while enhancing the onboard space to provide restorative environments for your guests. Please provide evidence of activities and innovations that have driven customer satisfaction, forward bookings and/or growth in the market. 

Whether it’s the incredible passenger facilities or fascinating cultural and historical sights on its doorstep, the best port has plenty to offer. It might be a destination its own right, a gateway to a popular capital or have duty-free or boutique shopping, diverse dining or a stunning beach.

The judges are looking for your entry to demonstrate the USPs that make your port the best. You should outline any innovations that have driven customer satisfaction, forward bookings or growth in the cruise market 

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. This is the experience that defines a visit to a country or city and makes the entire cruise memorable. Therefore, we are looking for the cruise line that takes guests deeper than ever, providing experiences that can only be enjoyed on a cruise.

The judges are looking for your entry to demonstrate why your excursion is the best, your core USPs and why these are important to the cruise sector. 

The Peter Grant Award is a special recognition, celebrating an individual who has made an outstanding contribution to the cruise industry. This prestigious award honours someone who has demonstrated exceptional dedication, innovation, and impact within the sector, embodying the passion and commitment that Peter Grant himself was known for.

Whether they are a leader, innovator, or an unsung hero behind the scenes, this award recognizes those who have gone above and beyond to shape the future of cruising. You can nominate yourself or someone else who you believe deserves this recognition, ensuring that excellence and dedication within the industry are truly celebrated.