Working with Cruise Line Partners
Partnering with cruise lines can bring a steady stream of guests to your business. Understanding how these partnerships work helps you make the most of cruise tourism opportunities.
Understanding cruise line partnerships
How cruise lines work with local operators
Cruise lines offer shore excursions to passengers through:
Direct contracts — you supply experiences exclusively to the cruise line
Ground operators — intermediaries who package local suppliers
Port agents — representatives who coordinate local logistics
Benefits of cruise line partnerships
Volume — access to thousands of potential guests
Consistency — regular bookings throughout cruise season
Marketing — your experience promoted to a captive audience
Credibility — association with established cruise brands
Considerations
Commission rates — typically 25-40% goes to the cruise line
Requirements — strict insurance, safety, and quality standards
Exclusivity — some contracts limit your other activities
Payment terms — may be 30-60 days after service delivery
Types of partnerships
Cruise line shore excursion supplier
Become an official shore excursion provider:
Application process — submit your business for approval
Due diligence — cruise lines verify insurance, safety, quality
Contract negotiation — agree on terms, pricing, capacity
Integration — your excursions appear in cruise line systems
Ongoing relationship — regular reviews and feedback
Ground operator partnership
Work through a destination management company (DMC):
Connect with local DMCs — find operators serving your port
Supply your experiences — provide your product for their packages
Lower barrier to entry — DMC handles cruise line relationship
Shared commission — DMC takes a cut in addition to cruise line
Independent operator
Offer experiences directly to passengers:
No cruise line contract — sell independently
Higher margins — keep all revenue (no commission)
Own marketing — you're responsible for reaching passengers
No guarantees — passengers take on timing risk
Applying to become a cruise line supplier
Step 1: Prepare your business
Before applying, ensure you have:
Public liability insurance — $10-20 million minimum
Professional indemnity insurance — if providing advice/guidance
Risk assessments — documented safety procedures
Emergency procedures — clear protocols for incidents
Staff training records — first aid, safety, customer service
Step 2: Research cruise lines
Identify which cruise lines visit your port:
Check your Cruise Arrivals for recent and upcoming ships
Research each cruise line's shore excursion program
Find their supplier application process (usually on corporate websites)
Understand their specific requirements
Step 3: Submit your application
Applications typically require:
Business details — registration, ownership, history
Experience descriptions — what you offer, duration, capacity
Pricing — your rates and proposed commission structure
Insurance certificates — current coverage documentation
Safety documentation — risk assessments, emergency plans
References — testimonials or industry references
Step 4: Respond to due diligence
Cruise lines may:
Visit your site — inspect facilities and operations
Request additional documentation — clarify or expand on applications
Test your experience — send evaluators to participate
Negotiate terms — discuss pricing and contract details
Working with ground operators
Finding ground operators
Ground operators (DMCs) in your region may include:
Local tour companies — established operators with cruise contracts
Destination management companies — specialists in group logistics
Port service providers — businesses focused on cruise ship services
Building ground operator relationships
Introduce your business — reach out with your offerings
Demonstrate value — show what makes your experience special
Be flexible — accommodate their scheduling and packaging needs
Maintain quality — consistent delivery builds trust
Communicate well — responsive, professional communication
Managing ongoing partnerships
Quality standards
Cruise lines expect consistent quality:
Deliver as promised — match the description they sell
Meet time commitments — on-time starts and guaranteed returns
Handle issues professionally — resolve problems without drama
Gather feedback — show commitment to improvement
Communication with partners
Maintain regular contact:
Pre-season meetings — align on plans for upcoming season
Real-time updates — communicate any changes immediately
Post-experience reports — share feedback and outcomes
Seasonal reviews — discuss performance and improvements
Contract management
Stay on top of partnership agreements:
Review terms — understand your obligations
Track renewals — don't let contracts lapse unexpectedly
Document everything — keep records of communications and agreements
Renegotiate when appropriate — as your value increases, revisit terms
Building relationships at industry events
Connect with cruise industry contacts at:
Cruise industry conferences — Seatrade, Cruise360
Regional tourism events — local and national tourism gatherings
FAM trips — familiarisation trips for cruise line staff
Port events — when cruise executives visit your region
Tips for successful cruise partnerships
Start small — prove yourself with smaller cruise lines first
Be patient — partnerships take time to develop
Invest in quality — cruise lines value reliability over price
Build relationships — personal connections matter in this industry
Stay current — keep insurance and documentation up to date
Be flexible — adapt to cruise line needs where possible
Strong cruise partnerships create reliable revenue streams — invest in building relationships that last.