Arctic or Antarctic?

THE Arctic and Antarctic stand out as two distinctive cruise offerings that, while often grouped together, deliver very different experiences – each with its own unique blend of landscapes, wildlife and immersive encounters. Both destinations lie firmly in the luxury expedition space, with smaller ships, expert guides, and very inclusive experiences, according to Gaynor Neill, CEO of Cruise Vacations. However, the experiences they offer are very different. North The Arctic is an ocean surrounded by land, offering a mix of culture, landscapes and wildlife. Thaybz Khan, Head of Commercial at Cruises International, points out that the Arctic is more accessible and diverse, while Antarctica is more remote and singular in its focus. From an Arctic perspective, Norwegian fjords, Iceland, and Greenland expeditions remain the strongest performers for Cruises International, with Azamara and Celebrity both offering itineraries in the region. “You’re cruising through regions like Norway, Iceland and Greenland. It feels more varied and, in many cases, it’s a softer entry into expedition cruising. It appeals to travellers who want the expedition element but still value cultural touchpoints and a slightly more relaxed pace,” said Khan. Said Neill: “In the Arctic, we see strong demand for Svalbard (especially for the Polar bears which shape the experience), as well as Greenland and Iceland combinations. For more seasoned travellers, the Northwest Passage is a big draw,” said Neill. Several cruise lines in the Cruise Vacations portfolio offer Arctic itineraries, namely Silversea, Scenic Eclipse and Swan Hellenic. South Antarctica is positioned differently, offering less variety and often marketed as a bucket-list destination. “It’s more about the scale and purity of the environment. The experience is raw, immersive, and entirely destination- led. It is sold as a true bucket-list experience, with the focus on the destination. Wildlife and landscapes take centre stage,” said Khan. Unlike the Arctic, Antarctica is a continent surrounded by ocean. “There are no land predators, so the wildlife is incredibly relaxed around humans. It’s all about ice, silence, and that untouched, once-in-a-lifetime feeling,” said Neill. Expedition teams, guided landings, expedition specialists on board and immersive experiences – these are the core of Antarctic cruises, says Khan. “Ships like Seabourn Venture are purpose-built for polar exploration. It combines advanced expedition capability with a refined, ultra-luxury onboard experience allowing guests to access remote environments without compromising on comfort,” said Khan. According to Neill, the most popular of these expeditions in Cruise Vacations’ portfolio is the Antarctic Peninsula, acting as an introduction to the region. Repeat clients, or the more adventurous, favour South Georgia and the Falklands, which are incredible wildlife experiences. Silversea, Scenic Eclipse and Swan Hellenic all offer Antarctic itineraries. Challenges The biggest hurdle in selling cruises to these destinations is perception, say the experts. “Clients think it’s going to be too cold, too remote, or too physically demanding. Once you explain the level of comfort on modern expedition ships, that concern usually disappears,” said Neill. Price can also be a factor once currency fluctuations have been taken into consideration. Cruises International’s approach remains trade-led, working with agents on marketing strategies that shift the conversation from ‘how much does it cost?’ to ‘what am I actually getting?’. From a trade perspective, a few principles make a tangible difference. This is what Cruises International shares with agents:  Lead the conversation with the experience, not the price – these are once-in-a-lifetime journeys rather than an ordinary cruise.  Use the comparison with land- based travel at a similar level to contextualise value.  Simplify the complexity for the client by offering a package for the full journey and understand what the cruise already includes. Some brands provide pre- and post- cruise hotel stays, airport and port transfers, luggage handling, and pre-departure documentation. In expedition destinations, this can extend to onboard expert briefings, expedition gear, and guided landing logistics – all of which simplify the journey and add value for the client.