Black Friday turned out to be another major day of sales for several cruise lines, following an exceptionally successful summer and a record-breaking wave season this year. And even beyond that particular day’s push, brands are reporting record sales from November and beyond.
Here's a look at what’s proving successful for a variety of river and ocean lines.
American Cruise Lines has sold out staterooms on two of its longer itineraries in 2024.
Credit: 2023 American Cruise Lines
American Cruise Lines
While not related to Black Friday specifically, American Cruise Lines announced that it has already sold out both its extensive 61-day “Great United States" and its 35-day “Civil War Battlefields” domestic river cruises for 2024.
“The ‘Great United States’ cruise and ‘Civil War Battlefields’ cruise showcase the unbelievable geography that we have available for cruising in the U.S.,” said Charles B. Robertson, president and CEO of American Cruise Lines. “They also highlight our operational breadth and expertise. As we continue to grow, we will continue to introduce new extended experiences in Alaska and the mainland U.S.”
The same itineraries are still open for 2025 and 2026, as well as the line’s special National Parks voyages, ranging in length from 12 to 19 days to suit the growing popularity of longer sailings.
Atlas Ocean Voyages
Demonstrating the ongoing demand for expedition cruising is Atlas Ocean Voyages, which saw its strongest booking week during its Black Friday sale. The brand cites its “Second Guest Sails Free” promotion and diverse expeditions available through early 2025 as catalysts.
“We are thrilled with the overwhelming response to our Black Friday Sale,” said James A. Rodriguez, president and CEO of Atlas Ocean Voyages. “It reflects the trust our travel advisors and guests place in us and the appeal of our unique offerings."
Atlas’ broad array of routes encompass Antarctica, the Arctic (inclusive of Svalbard, Norway, and Greenland), Europe, Iceland, South America and more.
“Our commitment to expanding our offering of destinations and experiences has been a key factor in our booking performance,” Rodriguez said. “Whether it's the polar wonders of Antarctica, the culinary richness of Europe or the cultural intrigue of South America, we provide a spectrum of choices for the modern adventurer.”
Cunard Line sales broke records for most sales during a promotional period.
Credit: 2023 Cunard LineCunard Line
Among a trio of Carnival Corporation brands that are touting Black Friday records is Cunard Line, having racked up its highest-ever amount of guest bookings over the promotional period. Voyages in 2024 and 2025 are selling strongly, as are European routes onboard the brand’s upcoming Queen Anne, in particular.
"Following a record start to the year with our strongest wave campaign in 10 years, we have seen unparalleled bookings during the latest Black Friday period,” said Katie McAlister, president of Cunard. “It’s fantastic to see momentum for our newest ship, Queen Anne, gathering pace, and these results are a testament to the enduring appeal of Cunard’s commitment to unrivaled luxury, unique White Star Service and unforgettable holiday experiences.”
She added that the line is looking forward to a bumper beginning to 2024, while demand continues to build for Queen Anne as the ship approaches its May launch.
Holland America Line
Holland America Line is another Carnival Corp. brand that saw success over Black Friday. In its second year to do so, the brand broke its record with an increase of more than 20% in reservations compared to the same day in 2022, and 23% higher bookings overall between Black Friday and Cyber Monday.
Especially strong sellers included 2024 summer vacations heading to Alaska, Europe and Canada/New England.
“While some see Black Friday as a sign that winter is coming, our guests were dreaming about exploring summer destinations like Alaska, Iceland and Greece,” said Gus Antorcha, president of Holland America Line. “Breaking Black Friday records two years in a row tells us that not only are guests excited to plan ahead for travel, but that they value Holland America Line’s award-winning service and carefully crafted itineraries that visit more than 100 countries."
HX
HX (formerly Hurtigruten Expeditions) achieved a major milestone by recording its all-time best month in the Americas market this November. The expedition line saw a 70% surge in sales compared to November 2022, as well as a 66% increase over its previous monthly sales record. What's more, revenue increased by 24%, and trade partner sales grew by 26% year over year in November.
Sheralyn Berry, general manager of the Americas for HX, notes a couple of factors that likely contributed to the month's success, including "excitement stemming from our rebrand announcement in September, as well as our continued focus on the trade. We’re growing awareness in the Americas and drumming up momentum through focused storytelling and brand-building."
HX saw high demand for Alaska over Black Friday.
Credit: 2023 HX/Oscar FarreraDestinations that did particularly well for the line over Black Friday include Antarctica, the Galapagos Islands and Alaska.
"Travelers increasingly book remote destinations well in advance due to limited capacity, contributing to our Black Friday success," Berry said.
Princess Cruises
And the third Carnival Corp. brand to make waves over Black Friday and Cyber Monday was Princess Cruises, setting a new sales record over the promotional week (Nov. 20-27).
“The extraordinary, all-inclusive appeal of a Princess cruise is something that is clearly very attractive to consumers, as is the exceptional value it offers compared to land-based vacations,” said John Padgett, president of Princess Cruises.
Bookings were strong across its full portfolio of 330 destinations, as customers took advantage of the line’s available all-inclusive packages.
“The response has been remarkable, and smart shoppers were able to reserve voyages at attractive prices and lock into preferred dates and accommodations they want in 2024 and 2025,” Padgett said.
Riviera River Cruises saw record bookings around Black Friday and Cyber Monday.
Credit: 2023 Riviera River CruisesRiviera River Cruises
Riviera River Cruises also exhibited success across November, in large part due to Black Friday and Cyber Monday. From Nov. 24-27, bookings were up 200% versus 2022, its best-ever North American reservation period since the brand launched more than five years ago.
“Our record bookings last month are a testament to how well received Riviera has been in this market — even with tremendous competition among river cruise lines,” said Marilyn Conroy, executive vice president of sales and marketing North America for Riviera River Cruises. “Positive feedback from our agency partners and returning guests is helping to spread the word about the value we offer. And with our November incentives continuing through this month, travel advisors should encourage their clients to book while they’re still available.”
Scenic Group USA
Across the entire month of November, Scenic Group USA reported setting three booking records. Nov. 27 was the company’s best booking day in the U.S. market; that week was also its best-ever week for reservations, and the month overall saw the brand’s highest number of bookings over any November in previous years.
“These numbers are encouraging for the cruise industry as a whole, and for Scenic Group, as they reinforce that travelers are resonating with our award-winning ships, innovative itineraries and world-class service on the rivers and oceans,” said Ken Muskat, managing director of Scenic Group USA. “Special thanks to the travel advisors and sales partners who have contributed to our success.”
Specific to Cyber Monday, the company’s Scenic Luxury Cruises and Emerald Cruises reported a 30% uptick in net bookings compared to its sale last year, also marking its highest amount of reservations for any previous single day.
Plus, in the last week of November, reservations rose 171% over its average 2023 booking week, year-to-date. Bookings in November 2023 overall were up 92% from the previous best November, in 2019. And altogether, year-to-date monthly average reservations have doubled since 2022.
Swan Hellenic
In the expedition cruise segment, Swan Hellenic is saying it has seen strong bookings for its upcoming South and Central America voyages.
“Swan Hellenic’s six early 2024 Americas cultural expedition cruises have met with an enthusiastic response,” according to the line.
SH Diana will traverse the west coast of South and Central America, through the Panama Canal and on to the Bahamas, visiting the Chilean Fjords, the Atacama Desert in Chile, the Darien jungle in Colombia and Panama, and the Caribbean.
