10:00 - 10:10 AM Welcome and Opening Remarks
Phocuswright sets the stage for the morning: the state of cruise and its position within the broader travel industry, what’s driving record demand and the questions the industry must answer next.
- Pete Comeau, Managing Director, Phocuswright
- Florence Kaci, Senior Director, Phocuswright
10:10 - 10:55 AM Cruise Technology and Distribution Roundtable: Who Owns the Cruise Customer? Power Shifts in Booking, Data, Technology and Protection.
Advisors control 70% of a record $32.6 billion U.S. cruise market, but direct is climbing. A cruise line, a host agency and their payment, protection and booking technology partners debate who owns the cruise customer as financing, upsell and AI reshape the transaction.
Speakers:
- Tom Botts, President, Flex Pay
- Monish Luthra, President and CEO, Odysseus Solutions
- Maria Von Foerster, CEO, RightRez
- Denise Bialek, Vice President Business Development and Partnerships, Travel Insured International
- Jenn Lee, President, Travel Planners International
Moderators:
- Pete Comeau, Managing Director, Phocuswright
- Mary Pat Sullivan, Executive Vice President, Marketing & Partnerships, Northstar Travel Group
10:55 - 11:30 AM: Evolution of the U.S. Cruiser 2026: Key Findings
Phocuswright’s Madeline List presents new research on the next generation of cruisers. Learn what keeps prospects on land, why cruisers are spending more on every trip and how advisor-style guidance can convert first-timers.
Madeline List, Manager, Research & Special Projects, Phocuswright
11:30 - 11:55 AM: Selling the Sea: Cruise Sales Chiefs on What’s Selling, Who’s Selling It, and What’s Driving the Conversation
Sales leaders from MSC Cruises, Oceania Cruises and Scenic Group discuss how cruise selling is changing. Topics include the role of travel advisors, loyalty and acquisition, personalization at scale and where AI fits in the sale.
Speakers:
- Erin Douglas, SVP of Trade Sales, MSC Cruises
- Nathan Hickman, Senior Vice President and Chief Sales Officer, Oceania Cruises
- Ken Muskat, President, Scenic Group
Moderator: Mary Pat Sullivan, Executive Vice President, Marketing & Partnerships, Northstar Travel Group
11:55 AM - 12:15 PM: Executive Interview: A Conversation on Cruise Innovation and Technology
- Jake Peters, Co-Founder & CPTO, Fora Travel
- Interviewer: Madeline List, Manager, Research & Special Projects, Phocuswright
12:15 - 12:20 PM: Closing Remarks
