Distribution networks and consolidators shaping India's cruise industry

Cruising, as a vacation option, continues to be one of the fastest-growing and most resilient sectors in global tourism. As cruise tourism surges to new heights, we seek to understand the latest trends emerging in the Indian cruise market. TTJ spoke to some key B2B players in the Indian cruise space to delve into the evolving demand, needs, challenges, and new developments.

- Gurjit Singh Ahuja

Exploring India’s evolving cruise market, from distribution dynamics and sales strategies to customer preferences and booking challenges, reveals significant growth opportunities.

India’s Cruise Industry Dynamics

In India, cruise lines predominantly depend on General Sales Agents (GSAs), Preferred Sales Agents (PSAs), and cruise consolidators to distribute their offerings, focusing heavily on providing marketing and sales support to these key distribution partners. Cruise consolidators, in particular, play a pivotal role, with their relationships varying from single to multiple cruise lines, depending on their strategic agenda and market focus. Aarish Khan, Chief Commercial Officer, TBO.Com, explains, “As one of the B2B market leaders, our portfolio includes major international ocean liners such as Norwegian Cruise Line, Royal Caribbean International, Celebrity Cruises, Resorts World Cruises, MSC, Costa Cruises, Carnival Cruise Line, and Holland America. We have also recently established a partnership with Disney Cruise Lines. Additionally, we promote two prominent river cruise lines: Avalon Waterways and Uniworld Cruises. In the expedition segment, we feature Silversea Cruises. We also promote Cordelia Cruise, India’s domestic cruise line. We offer a complete cruise portfolio covering all major segments of the cruise market.”