Advantage Travel Partnership launches cruise advisory board to drive strategic growth

At its Latitude Cruise Conference today taking place onboard Princess Cruises’ Sky Princess, Advantage Travel Partnership announced plans for the establishment of a dedicated Cruise Advisory Board, bringing together leading voices from across the industry to shape the future of its rapidly expanding cruise division.

The initiative, led by Jonny Peat, Advantage’s Director of Cruise, is inspired by the proven success of the company’s Global Business Travel (GBT) Advisory Board, established in 2024.

Advisory Boards are a key strategic engagement tool for Advantage, enabling the business to stay closely aligned with member priorities and deliver meaningful value. Peat is confident that introducing a similar structure for the expanding cruise division will generate comparable benefits for both members and stakeholders.

Peat said: "The cruise sector is evolving at an unprecedented pace, and we need insights from the sharpest minds in the business. By establishing this Advisory Board, we're creating a powerful forum where industry leaders, operators and key stakeholders can collaborate, share expertise and help us deliver even greater value to our cruise community."

The Board will comprise senior representatives from cross-industry, including cruise line executives, supplier partners and leading figures from Advantage's own cruise membership base. Members will convene multiple times annually to provide strategic guidance, industry intelligence and insight into emerging trends and opportunities.

"We're committed to building a truly representative board that reflects the breadth and diversity of the cruise ecosystem," Peat added. "This isn't about talking about the industry—it's about listening, learning and working collaboratively to drive innovation and growth that benefits everyone across our cruise network."

Further details about Board membership and the inaugural meeting will be announced in the coming weeks.