Shore excursions are the second-highest ancillary revenue opportunity in cruise (after cabin upgrades). Yet most agents either don't discuss excursions during the booking process or mention them as an afterthought. This represents significant missed revenue — and a missed opportunity to enhance the customer's experience.
The Revenue Opportunity
Excursion Spending Data
| Metric | Value |
|---|---|
| Average excursion spend per passenger per cruise | £250-£600 |
| % of passengers booking at least one excursion | 65-80% |
| Average excursions booked per passenger | 2-4 (on 7-night cruise) |
| Agent commission on excursions | 10-20% |
| Revenue lost to onboard/direct booking | 40-60% of total excursion revenue |
Source: CLIA and cruise line revenue reports
Key insight: 40-60% of excursion revenue bypasses agents because customers book directly onboard or through cruise line websites. Agents who proactively sell excursions at booking time capture this revenue.
Why Agents Miss This Revenue
| Reason | % of Agents | Solution |
|---|---|---|
| "I focus on the main booking first" | 45% | Integrate excursions into the booking conversation |
| "I don't know enough about the excursions" | 35% | Port-specific training with excursion highlights |
| "The customer can book onboard" | 28% | Explain pre-booking advantages |
| "It complicates the booking process" | 20% | Streamline with bundle packages |
| "I forget to mention them" | 15% | Build into standard booking checklist |
The Selling Framework
Step 1: Plant the Seed During Needs Analysis
When discussing the itinerary, connect ports to excursion potential:
"One of the best things about this Mediterranean itinerary is the ports. In Dubrovnik you can walk the medieval walls — that's one of the top-rated experiences in Europe. And in Santorini, there's a catamaran trip to the volcanic hot springs that's genuinely unforgettable. Have you thought about what you'd like to do in each port?"
This transitions naturally from itinerary discussion to excursion planning.
Step 2: Curate, Don't Overwhelm
Cruise lines offer 20-50+ excursions per port. Don't present them all — curate:
| Customer Type | Excursion Style | Example Recommendation |
|---|---|---|
| Active couple | Adventure and exploration | Kayaking, cycling tours, hiking |
| Culture enthusiasts | Historical and cultural | Walking tours, museum visits, cooking classes |
| Families | Fun and educational | Beach days, aquariums, interactive experiences |
| Luxury travellers | Private and premium | Private vehicle tours, VIP access, wine estates |
| First-time visitors | Highlights and orientation | City overview tours, must-see landmarks |
"Based on what you've told me, I'd recommend three excursions from the full list. In Rome, the Skip-the-Line Vatican tour is essential — without it you'll queue for 2 hours. In Mykonos, the beach and lunch combo is perfect for a relaxed day. And in Barcelona, the Gaudí walking tour with tapas is the one guests rate highest. Shall I add those?"
Step 3: Sell the Pre-Booking Advantage
Customers need a reason to book excursions now rather than waiting:
| Pre-Booking Advantage | How to Present It |
|---|---|
| Availability | "The best excursions sell out weeks before sailing — especially on popular Mediterranean ports" |
| Price | "Pre-booking often includes a 10-15% discount vs booking onboard" |
| Peace of mind | "Everything is planned before you board — no queuing at the excursion desk on day one" |
| Ship guarantee | "Cruise-line excursions guarantee the ship waits for you. Independent tours don't" |
| Planning | "You'll know exactly what you're doing each day — it makes the trip more relaxing" |
Step 4: Bundle for Value
Bundles increase average excursion spend while giving customers perceived savings:
| Bundle Type | Content | Value Proposition |
|---|---|---|
| All-port bundle | One excursion per port of call | "Save 15-20% vs booking individually" |
| Highlight bundle | Top-rated excursion in each port | "The must-do experiences, curated by experts" |
| Adventure bundle | Active excursions across ports | "For the couple who wants to do more than sit by the pool" |
| Family bundle | Family-friendly activities per port | "The kids will remember these experiences forever" |
| Premium/private bundle | Private vehicle and guide in each port | "No crowds, no queues, your own pace" |
"The all-port excursion package saves you £120 compared to booking individually, and it means every day has something planned. You can always swap individual excursions if you change your mind."
Step 5: Port-Specific Selling
Agents who know specific port highlights sell more excursions:
| Port | Must-Know Excursion | Selling Point |
|---|---|---|
| Rome (Civitavecchia) | Skip-the-line Vatican and Colosseum | "Without this, you'll spend your entire day queuing" |
| Dubrovnik | Game of Thrones walking tour | "Walk the real King's Landing — even if you haven't seen the show, the Old Town is stunning" |
| Santorini | Catamaran cruise with hot springs | "Sail past the caldera, swim in volcanic hot springs, and watch sunset from the water" |
| Barcelona | Sagrada Família + Gothic Quarter | "Gaudí's masterpiece is unlike anything you've ever seen — the light through those windows" |
| St Petersburg | Hermitage Museum private access | "Early access before public opening — you'll have some of the world's greatest art to yourself" |
| Alaska (Juneau) | Whale watching + Mendenhall Glacier | "Humpback whales breach right next to the boat — then you walk on a glacier" |
| Caribbean (St Kitts) | Rainforest zip-line and beach combo | "Zip through the canopy in the morning, beach in the afternoon" |
AI training modules can build port-specific excursion knowledge at scale, ensuring agents know the top-rated experiences for every port on every itinerary they sell.
Handling Excursion Objections
| Objection | Response |
|---|---|
| "We'll just explore on our own" | "Absolutely, that's a great option for some ports. For Rome and St Petersburg, though, I'd recommend at least one guided tour — the logistics and language can be challenging independently, and the skip-the-line access saves hours" |
| "We'll book onboard" | "You can — but the most popular excursions often sell out before sailing. Pre-booking secures your spot and usually saves 10-15%" |
| "It's too much extra cost" | "The all-port bundle works out to £[X] per person per port day — that's less than you'd typically spend on a taxi, entrance fees, and lunch independently" |
| "We went to that port before" | "Since you know the highlights, how about a deeper experience? The cooking class in Amalfi or the private wine tasting in Provence — experiences you wouldn't find as a regular tourist" |
Measuring Excursion Sales Performance
| Metric | Average Agent | Top Performer |
|---|---|---|
| % of bookings with excursions discussed | 35-45% | 85-95% |
| % of bookings with excursions booked | 20-30% | 55-70% |
| Average excursion revenue per booking | £150 | £450 |
| Commission from excursions per month | £300-£500 | £1,200-£2,000 |
For an agent making 8 cruise bookings per month, improving excursion attachment from 25% to 60% generates an additional £1,000-£1,500 per month in commission — a meaningful income increase from conversations that take just 5-10 minutes.
AI roleplay lets you practise integrating excursion selling into the booking conversation naturally. AI coaching identifies whether you're introducing excursions too early, too late, or not at all — and provides specific improvement suggestions.
Build your port excursion knowledge with TravAI →
This article is part of our Cruise Industry Sales series. Related reading:
