Cruising took centre stage on day two at Incentive Summit Americas with a lively panel exploring how cruise lines are partnering with planners to deliver meetings and incentive programs at sea.
Moderated by Annette Gregg, the session brought together Freddy Muller of Royal Caribbean Cruise Line and Neil Brodie of Norwegian Cruise Line, alongside buyers Eric Rosenthal from Buy the Sea and Anne Findlay Gomes of Prestige Global Meeting Source. It quickly became a conversation rather than a presentation, with plenty of questions coming from the audience throughout.
One of the first themes was value and the challenge of making a true comparison between cruise programs and land-based events. As Brodie explained, many elements planners would normally budget for separately are already included onboard. Microphones, screens, entertainment and built-in production capabilities often come as part of the environment, which can shift the overall value equation.
Timing also plays a role. Space on ships is limited, so both cruise representatives encouraged planners to book as far out as possible. Around twelve months is typical, but earlier planning allows for more customization and better access to spaces. Cruise lines are also mindful of how many corporate groups sail at once to ensure they are not competing for venues.
From the buyer side, transparency and predictability were key points. Findlay Gomes noted that cruises can simplify budgeting because so much is packaged together, reducing the grey areas planners often encounter with room blocks and venues on land. Rosenthal highlighted the engagement factor as well. When everyone shares the same environment, the group often becomes a single ecosystem, naturally increasing participation.
The cruise experience itself has also evolved dramatically. What once meant choosing between early or late dining now includes dozens of restaurants, entertainment venues and specialty experiences that appeal to different demographics within a group. That variety allows programs to cater to a wide range of interests without losing the shared experience.
Planners were also reminded that they don’t need to charter an entire ship to create a strong group identity. Sometimes it’s about owning key moments. Branded gathering spaces, simple identifiers like lanyards, or intentional meeting points can help guests connect within the larger ship environment.
As the panel noted, cruising isn’t simply a trend. It’s another tool planners can use when it fits the objectives of a program.
One of the most memorable aspects of the session, though, was the dynamic between the cruise lines themselves. While Royal Caribbean and Norwegian Cruise Line compete in the marketplace, Muller and Brodie built naturally off each other throughout the conversation. There was a clear understanding that when cruise incentives succeed, the whole sector benefits.
In many ways, that spirit reflects the power of the SITE community. Relationships built here bring together suppliers, buyers and even competitors with a shared goal: increasing awareness and impact of incentive travel. When the industry works together, everyone wins.
