Cruise Shore Excursions
Shore excursions are organised activities for cruise passengers during their time in port. Offering shore excursions can significantly grow your business by connecting you with a steady stream of visitors.
What are shore excursions?
Shore excursions are pre-planned experiences that passengers can book before or during their cruise. They typically include:
Tours — guided experiences of local attractions
Activities — adventure, cultural, or nature-based experiences
Tastings — food, wine, or local produce experiences
Transport — shuttle services to key destinations
Types of shore excursions
Cruise line excursions
These are sold directly by the cruise line:
Benefits — guaranteed return to ship, high visibility
Considerations — cruise lines take a commission (often 30-50%)
Requirement — must meet cruise line standards and insurance requirements
Independent excursions
You sell directly to passengers:
Benefits — keep full revenue, build direct relationships
Considerations — passengers take responsibility for returning to ship
Marketing — requires your own promotion and booking system
Partnership excursions
Collaborate with other local operators:
Benefits — offer comprehensive experiences, share resources
Considerations — requires coordination and revenue sharing
Example — combine transport, tour, and meal from different providers
Creating shore excursion products
To offer shore excursions through Launchpad:
Step 1: Create a product
Go to Products
Click Add Product
Select the appropriate product type (Tour, Experience, etc.)
Add a compelling description highlighting:
- What's included - Duration - What to bring - Accessibility information
Step 2: Set cruise-friendly pricing
Consider:
Per-person pricing — standard for group experiences
Group rates — discounts for larger bookings
Cruise-specific rates — special pricing for cruise passengers
All-inclusive pricing — make it simple with no hidden costs
Step 3: Define time slots
Cruise passengers have fixed schedules:
Align your excursion times with typical shore hours
Allow buffer time for return to the port
Consider multiple departure times for flexibility
Meeting cruise line requirements
If you want to work directly with cruise lines:
Insurance requirements
Public liability — typically $10-20 million minimum
Professional indemnity — depending on activity type
Vehicle insurance — if transport is involved
Safety standards
Risk assessments — documented safety procedures
Staff training — first aid, emergency response
Equipment checks — regular maintenance records
Quality expectations
Reliability — must consistently deliver as promised
Communication — professional liaison with ship staff
Feedback handling — process for addressing concerns
Marketing your shore excursions
Before the cruise
Online presence — be findable when passengers research ports
Clear information — publish duration, pricing, what's included
Booking options — make it easy to reserve in advance
At the port
Visibility — consider signage or a presence near the terminal
Partnerships — work with port authorities and visitor centres
Quick booking — be ready for last-minute decisions
Through the cruise line
Submit your product — cruise lines have supplier application processes
Build relationships — attend cruise industry events
Maintain standards — consistent quality earns repeat bookings
Timing considerations
Typical shore day timeline
8:00am — Ship arrives, clearance procedures begin
9:00am — First passengers begin to disembark
9:30am-10:30am — Peak disembarkation
10:00am-3:00pm — Prime excursion hours
3:00pm-4:00pm — Passengers begin returning
5:00pm — All aboard time (varies by ship)
5:30pm — Ship departure
Excursion duration guidelines
Half-day — 3-4 hours, allows time for independent exploration
Full-day — 6-7 hours, comprehensive but returns before departure
Express — 1-2 hours, quick experiences for time-conscious guests
Coordinating with cruise arrivals
Use your Cruise Arrivals data to:
Plan capacity — know how many passengers are expected
Schedule staff — roster according to ship arrivals
Prepare equipment — ensure you're ready for the day
Communicate with guests — confirm bookings in advance
Shore excursions create lasting memories — and passengers who love their experience often return as independent travellers.