All hands on deck

New directions in shopping and booking for the cruise industry

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Executive overview

Authors: Elizabeth Hickey, Global Travel and Transportation Lead, Steve Peterson, Global Travel and Transportation Lead, Bruce Speechley, Global Leader, Travel and Transportation

Cruise lines have a difficult course to chart. Increasingly, potential guests would like to arrange their trips digitally, and yet travel agents continue to own a substantial share of cruise ship bookings. To connect with guests more efficiently and personally without undercutting travel agents, cruise lines need to evolve and optimize their distribution channels. This executive report considers the challenges and presents steps for navigating this transformation.


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