‘Cruise lines are innovative geniuses’

The cruise industry is attaining new heights in innovation, offering travellers more than just a journey — it offers an experience. ‘The audience just needs to choose the destination, and we will help them match with the right ship,’ says Leena Brahme, Business Head – India, Sharaf Travel, in an interview with TRAVTALK. She shares the trends shaping this dynamic sector.

Hazel Jain

For Leena Brahme, Business Head – India, Sharaf Travel, the value proposition is clear and exciting. “Cruise lines are innovative geniuses. The audience just needs to choose the destination, and we will help them match with the right ship,” she says. She points to Costa Cruises, which has upped its entertainment factor by introducing ‘Sea Destinations’. “These are the iconic parties and entertainment of the port replicated on board, and it is inclusive. Be it in the Mediterranean, the Norwegian Fjords, or the Caribbean — the stunning-ness will follow.”

For high-octane thrills, the focus turns to MSC, a long-standing partner with F1. “This year for the Qatar Grand Prix in November 2025, we are ready with offering the most wanted shore excursions that get you up close and personal on the grandstand to experience the thrill rides of the race,” says Brahme.

And for the ultimate ship-based adventure, all eyes are on Royal Caribbean’s newest marvel. “Royal Caribbean’s newest — Star of the Seas — is ready and cruising into the East and West Caribbean from Port Canaveral. The largest cruise ship in the world is ready to thrill beyond imagination.”

With compelling offers across the board, Brahme highlights key opportunities. “As Singapore is a lucrative destination, Royal Caribbean offers some superb discounts on its beautiful ship, Ovation of the Seas. On MSC, the season for UAE will begin November onwards till March 2026. This is a catch with F1 in Qatar in late November. Please get in touch with us for extraordinary rates. While Costa Cruises also has some stunning pricing already out for summer for the Mediterranean. Their hero ship plies the waters, and we are happy to cater,” she elaborates.

When it comes to marketing, Brahme notes a balanced approach.  “Traditional means of B2B marketing, along with word of mouth, have always been steady and strong. Email marketing takes quite the precedence with us.”

A significant part of the business is crafting unique experiences for groups. “We had a Rotary group, all doctors, who took their leisure trip in the Mediterranean for seven nights. They had their private events including dance parties! All exclusive. We cater to exclusivity very well for dinners and lunches, minding the food sensibilities. We also had a group who requested an All-Women Spa Day, and voila! 15 women had a great time with the service and post-spa gathering arranged exclusively for them.” Brahme is also  seeing some interesting trends in traveller preferences. “Repeat customers are going for newer ships. Interest towards the Northern Fjords has grown. Then next up, Eastern Mediterranean comes up delightfully. UAE sailings are gaining popularity year on year due to the stunning ships that ply and the multi-country options they cruise to.”