5 Common Mistakes travel advisors make when selling expedition cruising

As expedition cruising continues to grow in popularity, more travel advisors are recognising the value and the opportunity this specialist sector offers. But selling expedition cruises is not like selling a mainstream cruise product. It requires deeper knowledge, a different client approach, and an understanding of what truly sets these experiences apart.

Ahead of our upcoming Selling and Marketing Tips for Expedition Cruising webinar, we wanted to share some of the most common mistakes we see travel advisors make when selling expedition cruises and offer some practical advice to help you avoid them.

Whether you are just starting to explore the expedition sector or looking to sharpen your skills, these tips will help you build trust with clients, grow your sales, and deliver better outcomes for everyone involved.

1. Mistaking Expedition Cruises for Traditional Cruises

The mistake: Treating expedition cruises like smaller versions of mainstream cruise products.

Why it matters: Expedition cruises are immersive journeys designed for exploration, not entertainment. Ships are smaller, itineraries are flexible, and landings depend on conditions and wildlife sightings. Guests are often accompanied by naturalists, scientists, and historians: this is a learning experience as much as a leisure one.

How to avoid it:

Focus on what makes expedition cruising unique. Highlight zodiac landings, expert-led excursions, and the chance to experience remote destinations rarely seen by mass tourism.

2. Targeting the Wrong Clients

The mistake: Pitching expedition cruises to clients based solely on budget or cruise history.

Why it matters: Expedition clients are often not “cruisers” in the traditional sense. They are explorers at heart: people who value discovery, wildlife, and cultural immersion. Some may have never cruised before but have always dreamed of visiting Antarctica, the Galápagos, or the Arctic.

How to avoid it:

Profile clients based on their interests: think wildlife photographers, conservationists, cultural travellers and not just past travel habits.

3. Focusing Too Much on Price

The mistake: Leading with cost rather than explaining what is included.

Why it matters: Expedition cruising can seem expensive at first glance. However, when you break down what is included- excursions, gear, expert guides, lectures, and landings- the value becomes clear. Comparing prices to a traditional cruise without context often leads to missed sales or mismatched expectations.

How to avoid it:

Frame the conversation around value. Educate your clients on the inclusions and what makes the experience worth the investment.

4. Overlooking Seasonality and Lead Times

The mistake: Promoting the wrong destination at the wrong time, or leaving it too late to book.

Why it matters: Expedition itineraries are highly seasonal and often sell out well in advance. For example, the Arctic season runs from June to September, while Antarctica typically operates from November to March. Ships have limited capacity and availability can disappear quickly.

How to avoid it:

Plan ahead and educate your clients early. Use ECN resources like our selling guides to stay informed about seasons, best booking windows, and key trends.

5. Treating All Expedition Operators as the Same

The mistake: Not differentiating between operators or understanding their unique styles.

Why it matters: From ultra-luxury experiences to rugged scientific voyages, the expedition cruise sector is diverse. Choosing the wrong operator for your client can lead to a disappointing experience, even if the destination is right.

How to avoid it:

Get to know the operators you are selling. Use ECN’s operator directory, attend webinars, and engage with ship visits or fam trips to build first-hand knowledge and confidence in matching clients with the right product.

Expedition cruising is one of the most rewarding sectors to sell—but it comes with its own set of nuances. Avoiding these five mistakes will not only help you provide better service to your clients but also set you apart as a trusted expedition expert.

Thank you for reading, share your thoughts in the comments.