Celestyal Cruises has been signaling a strong strategic pivot toward North America’s lucrative outbound travel market. With global cruise tourism on a sharp rebound and North American travelers seeking more cultural, curated, and value-driven experiences, the Greece-based cruise line has made measurable strides to expand its reach—and relevance—among U.S. and Canadian travel advisors. By realigning its training platforms, launching new destination-focused products, and enhancing trade support, Celestyal is positioning itself as a key player in the region’s evolving cruise landscape.
The company’s investment began in January 2024 with the promotion of Cyndi Berardi to manager of trade sales support and operations, and Stephanie McDonald to manager of partner training and development. These leadership appointments, combined with increased focus on familiarization trips and trade events, reflect a larger strategy to bring Celestyal’s product closer to the North American market’s expectations—both in terms of service delivery and communication.
During a recent FAM trip aboard the Celestyal Journey, McDonald and Berardi shared how these changes are impacting travel advisors and what this evolution means for the future of cruise tourism between North America and the Eastern Mediterranean.
Reimagining Trade Engagement With a North American Lens
McDonald explained that one of the brand’s priorities has been adjusting its Celestyal Compass training platform—originally designed for the U.K. market—to better fit North American advisor behavior and expectations. While the U.K. market gravitates toward a variety of seasonal products, including desert cruise itineraries, McDonald noted that U.S. and Canadian clients show a much stronger preference for “Heavenly” cruises—those that emphasize Greece, Italy, and Croatia.
In tandem, she’s developing an updated version of Celestyal Campus, their advisor training portal, with more destination-driven educational content. This includes a new series on port knowledge, crafted from personal experiences on board, to help advisors sell the full cruise experience—on ship and on shore.
Meanwhile, Berardi emphasized her team’s efforts to audit and adapt content continuously. With promotions and sales focuses frequently changing, North American travel advisors require fast, clear, and consistent messaging. She explained that her department acts as a liaison that “speaks North American travel agent fluently,” ensuring all materials are not only accurate but also culturally and professionally aligned with how advisors work on this side of the Atlantic.
Bridging the Cultural Gap in Selling Style
When asked to compare the U.K. and North American travel trade, Berardi and McDonald both highlighted the differing levels of sales complexity. In North America, the client base expects high levels of service detail and personalization. That includes information on logistics like ATMs, pharmacy locations, and even step counts between ship facilities. These micro-details, often overlooked in European sales channels, are essential to the North American travel advisor, who operates more like a concierge-level consultant.
For Celestyal to succeed, it had to retool how it communicates with—and empowers—advisors. McDonald shared how hosting FAM trips, attending in-person events, and leveraging networks like TA Connect have opened new opportunities to educate, inspire, and build trust within the advisor community. She reported strong engagement in webinar sessions following destination FAMs, with some attracting up to 600 participants.
Expanding the Brand’s Footprint Across the U.S. and Canada
McDonald emphasized that trust-building with business development managers (BDMs) is pivotal. The company’s North American team now includes seasoned BDMs with extensive industry tenure and deep-rooted agency relationships. These professionals are opening doors for Celestyal in agency networks where the brand had little prior visibility.
This expansion is especially important given Celestyal’s underdog status in North America. While the brand enjoys name recognition in Europe, it’s still building its profile in the U.S. and Canada. McDonald acknowledged that the most effective way to establish Celestyal here is to demonstrate firsthand the value of its products—not just with price points, but through memorable experiences.
Delivering a Premium Yet Approachable Cruise Product
Berardi described the Celestyal Journey as a ship that surprises guests with its refined yet relaxed atmosphere. While not marketed as a luxury brand, the cruise experience delivers a premium feel at a contemporary price, offering value that appeals to aspirational travelers. The ship’s ambiance, personalized service, and culinary quality often exceed guest expectations—especially given its price positioning.
Feedback from recent FAM participants highlighted three consistent positives: the ship itself, the onboard food quality, and the continuity of the crew—many of whom have been with the brand for years, adding depth and consistency to the guest experience.
Destination-Driven Appeal for Experience-Seeking Travelers
In line with broader tourism trends, Celestyal is leaning heavily into its destination offerings, curating shore excursions that serve a wide range of traveler interests—from active hikes and food tastings to cultural immersion and relaxation. Ports often feature beach access, giving guests a chance to blend historical exploration with traditional vacation leisure.
Berardi emphasized that their shore excursion team in Greece is deeply invested in creating authentic experiences that resonate with modern travelers. The approach is aligned with what travel advisors are increasingly seeking: options that allow clients to tailor their days ashore to match personal travel styles.
Travel Advisor-Centric Selling Tools
To support these initiatives, Celestyal has introduced new tools and content specifically for North American advisors, including:
- Destination-focused training webinars
- Downloadable sales kits with port guides
- Customizable marketing collateral
These tools, paired with the company’s growing team of U.S.-based BDMs, are ensuring that travel advisors can market Celestyal cruises confidently and effectively.
Economic and Market Implications for Travel Advisors
The trade-facing upgrades and destination-centric focus signal a long-term investment in the North American market. For advisors, this means greater commission opportunities, a broader product to recommend to clients seeking value without compromising on experience, and stronger supplier support in daily operations.
Tourism economists view Celestyal’s push into North America as a savvy response to growing demand for smaller ships, off-the-beaten-path ports, and culturally immersive cruising—all of which are categories currently underserved by larger cruise lines in the region.
Key takeaways for the travel trade:
- North American advisors now have access to Celestyal-specific training platforms adapted to their market.
- The “Heavenly” product line is being elevated to meet evolving guest expectations.
- A growing network of U.S. and Canadian BDMs ensures localized support and engagement.
A Broader Shift in Cruise Market Dynamics
As global cruise tourism enters a new growth phase, brands like Celestyal are carving out a middle-market niche that blends affordability with upscale experiences. This shift reflects the growing maturity of the cruise sector, as travelers seek not just bigger ships or lower prices, but meaningful, flexible, and advisor-curated travel.
With destinations like Greece, Italy, Croatia, and Montenegro driving interest among North American travelers, Celestyal’s increased presence is well timed. By putting travel advisors first—and giving them the tools and product enhancements they need—Celestyal is not only enhancing its brand reputation, but also shaping how cruise tourism from North America evolves in the years ahead.
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