Ah, January. While the world shakes off holiday glitter and settles into winter routines, something powerful ignites in the travel industry—Wave Season. For experienced travel advisors, this isn’t just another seasonal trend. It’s the most important cruise booking period of the year, and a golden opportunity to grow revenue, strengthen client relationships, and position yourself as an indispensable expert.
If you sell cruises—or even cruise-adjacent travel—this is your moment. Let’s break down what Wave Season is, why it matters, and how advisors can fully capitalize on it.
What Is Wave Season?
Wave Season runs from January through March and represents the cruise industry’s most aggressive booking window. During this time, cruise lines release their best promotions of the year, including:
- Reduced cruise fares
- Cabin upgrades
- Onboard credits
- Free or discounted airfare
- Kids-sail-free and family promotions
For consumers, it’s about value. For travel advisors, it’s about volume, commission, and momentum.
Think of Wave Season as the cruise world’s Black Friday—but stretched across three highly lucrative months.
Why Clients Are Ready to Book During Wave Season
Wave Season aligns perfectly with traveler psychology. Your clients are motivated because they want to:
- Escape winter and post-holiday burnout
- Lock in the best cabins before ships sell out
- Plan spring break, summer, and holiday travel early
- Take advantage of limited-time cruise incentives
This creates high intent buyers, which means less convincing and more converting—especially when guided by a knowledgeable advisor.
Why Wave Season Is Critical for Travel Advisors
1. First-Mover Advantage
Early bookings secure:
- Best cabin categories
- Preferred sailing dates
- Lower prices before demand drives fares up
Your proactive outreach positions you as the expert who helps clients “get in before the rush.”
2. Increased Commission Potential
Wave Season promotions often lead to:
- Higher booking volume
- Group bookings
- Add-ons like excursions, insurance, and pre/post stays
More bookings + higher total trip value = stronger commissions.
3. Long-Term Client Loyalty
Clients who book during Wave Season often:
- Return for future trips
- Refer friends and family
- Rely on you year-round, not just once
Helping clients win during Wave Season builds trust that lasts well beyond one sailing.
How Travel Advisors Can Prepare for Wave Season Success
Know the Promotions Inside and Out
Every cruise line structures Wave Season differently. Compare:
- Fare types
- Bonus incentives
- Combinable offers
The better you understand the nuances, the easier it is to match the right deal to the right client.
Segment Your Client List
Focus your messaging by targeting:
- Past cruisers
- Families planning school-break travel
- Couples celebrating anniversaries or honeymoons
- Clients who postponed travel last year
Personalized outreach converts far better than generic promotions.
Create Urgency (Without Pressure)
Wave Season is time-sensitive. Let clients know:
- Promotions can disappear quickly
- Cabin availability is limited
- Prices historically rise after Wave Season
Urgency motivates action—especially when framed as an opportunity, not a warning.
Prepare Your Marketing Assets
Have these ready before the rush:
- Email templates
- Social media posts
- Booking checklists
- FAQ responses
Prepared advisors move faster—and close more sales. Wave Season isn’t just a booking window—it’s a spotlight moment for travel advisors. The offers are compelling, the demand is high, and clients are actively looking for someone they trust to guide them.
The deals are live. And your clients are waiting.
Wave Season is here!