Skip to main content

Cruise-Specific Pricing Tiers

Set up pricing strategies tailored for cruise ship passengers

Hayden Zammit Meaney avatar
Written by Hayden Zammit Meaney
Updated today

Cruise-Specific Pricing Tiers

Cruise passengers have unique characteristics that may warrant specific pricing strategies. Understanding how to price for this market helps you stay competitive while maintaining profitability.

Why consider cruise-specific pricing?

Cruise passengers differ from other visitors:

  • Time constraints — limited hours ashore influence value perception

  • Group dynamics — often booking for multiple people

  • Currency considerations — international guests calculating in home currencies

  • Comparison shopping — weighing your offerings against ship-based options

  • Volume potential — large numbers can offset lower individual margins

Pricing strategies for cruise guests

Strategy 1: Value-based pricing

Price based on the value passengers receive in limited time:

  • Premium positioning — charge more for exclusive or unique experiences

  • Time efficiency — package experiences to maximise their short visit

  • Convenience factor — include transport or other logistics

Example: A 3-hour wine tour at $120 per person that includes pickup from the port, tastings, and return — compared to $75 for guests who arrange their own transport.

Strategy 2: Volume-based pricing

Encourage larger bookings with tiered discounts:

Group Size

Per Person Rate

Discount

1-2 people

$95

—

3-5 people

$85

10% off

6-10 people

$75

20% off

11+ people

$65

30% off

This approach works well for experiences that have fixed costs regardless of group size.

Strategy 3: Inclusive packaging

Create all-in packages that simplify decisions:

  • Everything included — entry fees, food, transport

  • No hidden costs — passengers know the full price upfront

  • Cruise-friendly timing — designed around typical shore hours

Example: "Complete Shore Experience — $150" includes pickup, guided tour, lunch, and return to port. No extras needed.

Strategy 4: Express options

Offer shorter, focused experiences for time-conscious guests:

  • Express version — 1-2 hours at lower price point

  • Standard version — 3-4 hours at regular price

  • Extended version — 5+ hours for those with more time

This captures guests who might otherwise pass because they're worried about time.

Setting up pricing in Launchpad

Step 1: Create rate tiers

  • Go to Products

  • Select the product you want to price for cruise guests

  • Add new rate tiers specifically for cruise bookings

Step 2: Name your rates clearly

Use descriptive names:

  • "Cruise Guest — Individual"

  • "Cruise Guest — Small Group (2-4)"

  • "Cruise Guest — Family (5-8)"

  • "Shore Excursion — Port Pickup Included"

Step 3: Set appropriate prices

Consider:

  • Your standard retail price

  • Competitor pricing for cruise guests

  • Cruise line shore excursion prices

  • Your minimum acceptable margin

Cruise line commission structures

If selling through cruise lines, factor in commissions:

Typical commission rates

  • Standard excursions — 25-35% commission to cruise line

  • Premium experiences — sometimes lower commission (20-25%)

  • New suppliers — may face higher initial rates

Pricing for commission

If you need to net $75 per person:

  • At 30% commission: Price at $107 ($107 × 0.70 = $75)

  • At 25% commission: Price at $100 ($100 × 0.75 = $75)

Build commission into your planning from the start.

Currency and payment considerations

Multi-currency pricing

Cruise passengers come from around the world:

  • Quote in AUD — standard for Australian operations

  • Show USD equivalents — helps American guests (the largest cruise market)

  • Accept multiple payment methods — cards are preferred over cash

Payment timing

  • Deposits — 20-50% at booking

  • Full payment — before or on the day

  • Cruise line payments — typically monthly settlement

Seasonal pricing for cruise

Cruise seasons may warrant adjusted pricing:

Peak season (high demand)

  • Standard or premium pricing

  • Limited discounts

  • Focus on value, not price

Shoulder season (moderate demand)

  • Modest discounts to attract bookings

  • Group incentives

  • Packaged offerings

Off-season (lower demand)

  • More aggressive discounting

  • Special cruise-only promotions

  • Partnership packages

Communicating your prices

Transparency

  • All-inclusive messaging — tell guests exactly what's included

  • No surprise fees — avoid hidden charges

  • Clear comparison — help guests understand value versus alternatives

Value messaging

Focus on what makes your price worthwhile:

  • "Includes return port transport"

  • "Maximum 12 guests for intimate experience"

  • "Guaranteed return to ship"

  • "Local guide with 20 years experience"

Monitoring pricing performance

Track these metrics:

  • Conversion rate — enquiries to bookings

  • Average booking value — revenue per transaction

  • Group size trends — are guests booking in groups?

  • Feedback on value — do guests feel they got good value?

Adjust pricing based on data, not assumptions.

Tips for cruise pricing success

  • Know your costs — understand your true cost per guest

  • Research competitors — see what others charge cruise guests

  • Test and learn — try different price points and measure results

  • Bundle wisely — packages often convert better than à la carte

  • Don't race to the bottom — compete on value, not just price

What's next?

Continue building your cruise business:

Smart pricing captures fair value for your experience while remaining attractive to cruise guests — it's a balance worth getting right.

Did this answer your question?