Wave Season Signals: What Luxury and Europe Cruise Demand Means for Travel Entrepreneurs

I’ve been in the travel industry for over 30 years, and wave season is always one of the strongest indicators of consumer confidence in travel. And this year, the signal is clear.

Travel Weekly, one of the travel industry’s leading trade publications, recently reached out to me for insight on early Wave season performance and what it signals for the cruise industry in 2026.

What I shared with them reflects what we are seeing across our network: people are buying, people are traveling, and the momentum does not appear to be slowing down.

That is not just encouraging. It's strategic.

For travel entrepreneurs and travel industry professionals, this year’s Wave season trends signal where the opportunity is heading in 2026 and beyond.

Let’s look at what the data is telling us and how franchise owners can translate that demand into revenue and long-term growth.

Luxury Cruise Demand Is Driving Higher Earnings

One of the most important trends this Wave season is the strength of the luxury and premium cruise segment.

At Cruise Planners, we’re doing exceptionally well with luxury and longer cruises, and we’re seeing a very long booking curve. Affluent travelers continue to prioritize experiences, and cruise delivers strong value compared to land-based luxury travel.

For travel franchise owners, this matters because luxury cruise bookings typically mean:

📈 Higher average booking values

💵 Larger commission checks

💎 Suite and premium category upgrades

💳 Increased onboard spending

🔁 Strong repeat and referral business

A single premium or luxury cruise booking can generate the same commission as multiple entry-level bookings. Over the course of a year, that dramatically changes the earning potential of a travel business.

Selling luxury cruises isn’t just about serving high-end clients. It’ is about building a more profitable travel franchise.

Claire Maguire (pictured here), a Cruise Planners franchise owner since 2017, specializes in bucket-list travel and works with her clients 2–4 years in advance to help them plan and experience trips they never thought possible.

See What You Could Earn During Wave Season

Wave season isn’t just about industry momentum. It’s about income opportunity.

When luxury cruises, Europe itineraries, and longer sailings are in demand, commission potential increases significantly. Higher average booking values and future-year bookings mean stronger pipelines and larger payouts.

When demand is high and booking curves are long, the earning potential becomes very real.

Europe Cruises Are Outperforming the Caribbean

Another clear signal from Wave season is that Europe cruises are outperforming the Caribbean.

We are seeing strong demand for European itineraries for several reasons:

• Airfare has stabilized compared to recent years
• Cruise lines have pricing power in Europe
• Travelers are seeking immersive, culturally rich experiences
• Longer itineraries offer strong perceived value

For franchise owners, Europe cruises represent more than a destination trend. They represent revenue expansion.

European cruise vacations often include:

• Higher total vacation value
• Pre- and post-cruise hotel stays
• Land extensions
• Air, transfers, and tours

Each additional component increases the overall trip value and creates more commissionable revenue. When advisors package Europe strategically, they increase revenue per client while delivering a premium experience.

Longer Booking Curves Create Predictable Income

One of the healthiest indicators we are seeing this year is the lengthening booking curve.

In just the last three weeks of January, a quarter of our bookings were for 2027.

What is that is significant?

Because it indicates travelers are planning further ahead than they have in years. Cruise lines are already substantially booked into 2026, which gives advisors a powerful reason to encourage early commitments.

For travel entrepreneurs, longer booking curves create:

• Predictable commission pipelines
• Greater revenue visibility
• Stronger inventory access
• Improved client retention

Encouraging clients to book early isn’t about urgency tactics. It’s about helping them secure the best experience while strengthening your future income stream.

Early planning is one of the most effective growth strategies in today’s cruise industry.

Year-Over-Year Performance Remains Strong

Both revenue and total bookings at Cruise Planners are significantly higher than they were last year.

While last January saw slightly dampened activity due to the presidential inauguration cycle, I have seen this pattern many times over my career. Historically, booking activity rebounds quickly once short-term distractions pass.

The broader trend is clear. Consumer confidence is strong. Cruise continues to resonate. The value proposition is compelling.

When travelers feel financially secure, they prioritize experiences. And cruise remains one of the most attractive experience-driven vacation options available.

What These Cruise Industry Trends Mean for Travel Franchise Owners

Wave season data is not just industry news. It is business strategy.

Here is how franchise owners can translate these trends directly into what they can sell and earn:

Sell Luxury and Premium Cruises

Higher transaction values lead to higher commissions and improved margins.

Sell Europe Cruise Itineraries

Europe cruises offer higher total trip values and more add-on revenue opportunities.

Sell Longer Sailings

Longer cruises typically mean larger booking totals and stronger commission payouts.

Sell Future-Year Travel

Booking 2027 and 2028 sailings today builds a stable, predictable income pipeline.

Sell the Cruise Value Proposition

Cruise delivers bundled pricing, immersive experiences, and strong comparative value versus land-based vacations.

When franchise owners align their sales strategy with where demand is growing, growth becomes more consistent and more scalable.

A Final Word for Current Cruise Planners Franchise Owners

If you are already part of Cruise Planners, this is the moment to lean in.

The data supports your strategy. The consumer demand is there. The booking curve is long. Revenue is up year over year.

When people are buying and traveling at this pace, growth belongs to those who are prepared to capture it.

For Those Considering Starting a Travel Franchise

If you have been researching how to start a travel business or evaluating cruise franchise opportunities, the current Wave season trends send a clear message.

This is what a healthy, opportunity-driven industry looks like.

If you are considering building your own travel business, this is a powerful moment to act.

Whether you are new to the industry or a veteran exploring your next chapter, there is real opportunity here.

When Travel Pulse asked Michael Consoli...

What's your top advice to travel advisors out there to grow this uh wave season and make 2026 their best year yet? 

His response didn't surprise me.  Michael (pictured here with his team, 2nd from the left) is the #1 seller of Viking River Cruises in the world, and he replied

"...as a a travel advisor experience the product that you sell It's very hard to sell something that you haven't experienced yourself."

To help YOU get started, we are currently offering a FREE VACATION promotion for folks who are new to the industry, giving you the opportunity to experience our product, supplier relationships, and network firsthand.

And if you’re an experienced travel professional looking for stronger support, better earning potential, and scalable growth, you can join our network for free.

When industry demand is rising and consumers are prioritizing travel, the smartest time to build or elevate your business is while momentum is already in motion.

Happy Travels!

Michelle Fee,

Founder & CEO, Cruise Planners