As more ships come online and people continue to hold misconceptions around cruising, high-street agents are more important than ever. Whether they’re persuading a customer who’s new to cruising 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.

The judges are looking for a retail travel agency that demonstrates how these tools have been put in place to ensure increased customer satisfaction and sales. 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 uses 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 evidence of 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 category 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 have successfully 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 essential to demonstrate how you’ve served them and how this has translated into tangible business results.

Please note: this category is not applicable for the 5 for 4 offer

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 help drive customer satisfaction and sales.

This category is designed to highlight and champion the leading homeworking agent networks in 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 in boosting client satisfaction and sales.

They offer members every tool available to enhance their cruise knowledge, helping them convert would-be clients into new customers. 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 new award has been created to recognise a trade-only operator with a laser focus on helping its industry customers excel. Whether that’s by providing exceptional products, second-to-none training and advice, or by always being on hand to answer a question, the winner will demonstrate they are an essential part of their clients’ success.

The judges will seek concrete evidence of success and a drive for continued improvement. The winner will have helped clients drive sales, improve customer satisfaction and proven itself as a genuine partner.

As technology continues to evolve, cruise lines and agents must navigate an ever-changing world to better harness new developments that improve communications, booking processes and onboard experiences. This award is here to recognise a technology provider that has developed the most innovative software or hardware product for the cruise sector.

The Judges are seeking a provider that has either successfully collaborated with a cruise line or agent, or has developed innovative technology to grow sales and/or improve customer success. Examples could include how AI can support day-to-day business operations, such as answering FAQs instantly or performing predictive analysis.

We are looking for the ocean 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 ocean 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 ships are refined, relaxing and prioritise fine dining and destination exploration.

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

From building excitement from announcement 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.

The best specialist or niche cruise line doesn’t follow others but sets its own passenger-pleasing agenda.

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 and any innovations that have driven customer satisfaction.

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.

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 for all generations to enjoy.

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. 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.

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.

The Ultra Luxury Cruise sector is reserved for the lines whose product and service rival the most esteemed high-end hotels and tour operators. Not only are they experts when it comes to service and attention to detail, they’re specialists in exclusivity and personalised experiences, offering accommodation and dining that surpass traditional luxury standards.

The Judges are looking for your entry to demonstrate how your product measures up to ultra-luxury travel experiences across other sectors and how you continue to develop your onboard and onshore offering to keep up with the latest trends in high-end hospitality.

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.

The judges are looking for your entry to demonstrate how your trade sales team helps support your clients, from enquiry to holiday, while making your cruise product easy for the trade to sell, with evidence clearly stated.

The cruise industry is working hard to reduce its environmental impact to protect the oceans and rivers on which ships operate.

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

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.

The Judges want to see your strategic thinking, creative approach, measurable success and how you utilised multiple platforms to reach your target audience. What did you do differently? How did you stand out from the crowd? How did you come up with the idea? How was it received?

The new-to-cruise segment is growing, but confusion still remains around booking processes and onboard experience.

The judges are looking for your entry to demonstrate an initiative or project that tackles the barriers for new-to-cruise guests and convinces them to try a cruise for the first time.

This award recognises dynamic and effective PR teams who have delivered exceptional PR strategies.

Judges are looking for PR teams that have executed strategies exceeding KPIs and led to measurable public engagement and brand enhancement.

The cruise and stay market has rocketed in popularity in recent year. Customers are looking for more immersive experiences onshore and at sea. This award recognises touring and adventure companies who have bridged the gap between land and sea to give guests a holiday of a lifetime.

The judges are looking for evidence of performance, growth and customer satisfaction. How do you stand out from the crowd? Why are you the best touring and/or adventure operator?

The cruise industry wouldn’t have reached the heady heights it enjoys today without the vital support of ancillary partners. Whether you transport customers to and from the port, deliver unforgettable shore excursions, provide essential insurance protection, or offer another valuable add-on that enhances a cruise holiday, this award is for you.

The Best Ancillary Service Provider should demonstrate how their product or service enhances the overall cruise holiday experience, show clear value for cruise customers, and provide evidence of partnerships with cruise lines, travel agents or the wider cruise sector.

Entries should outline what makes the service stand out in the cruise market and provide evidence of its impact on both customers and the wider cruise ecosystem.

Dining is a fundamental part of the cruise experience, from gourmet dishes to pool-side bites.

Your entry should demonstrate that food is central to the cruise experience, with provenance carefully considered and diverse palates catered for. What have you done differently in the last 12 months, and how has this resonated with customers? Entries should show evidence of guest feedback and how your onboard dining has been received.

The best enrichment programmes expand guests’ interests and connect them to destinations, while also providing them with onboard insights to ensure immersion at every touchpoint.

Entries should provide evidence of activities and innovations that have driven customer satisfaction and growth, and how your cruise line ensures every customer comes away from their cruise not just satisfied but enriched.

The best wellbeing programmes utilise the latest trends in wellness and restoration.

The Judges want your entry to demonstrate how you offer an industry-leading wellbeing programme and restorative onboard environments, and what sets it apart from the rest.

Entertainment on board has evolved significantly in recent years. West end shows, interactive games and round-the-clock engagement is now woven into almost every cruise holiday.

The judges are looking for your entry to demonstrate how your entertainment programme beats the competition and drives customer satisfaction and growth. How have you adapted your offering to meet the needs of the modern traveller?

The best port has incredible passenger facilities or fascinating cultural and historical sights.

The judges are looking for your entry to demonstrate the USPs that make your port the best, as well as how your port is helping the cruise industry reach its decarbonisation goals.

We are looking for the cruise line that takes guests deeper than ever through exceptional excursions.

The judges are looking for your entry to demonstrate why your excursion is the best and your core USPs. What do customers think about your excursions? Do you take people no other company does, or can? What makes your offering special?

The best tourist board is the beating heart of the country it represents.

The judges are looking for your entry to demonstrate what makes you the best tourist board, what you have implemented to ensure this, how you support visitors, and initiatives to attract more cruise tourism. Entries should also include comparative visitor data and visitor feedback, if available.