Airline Logic Doesn’t Work in Cruise Distribution. Here’s What Does...

There Is No Cruise GDS: A Simple map of how cruise distribution really works.

The Big Misunderstanding

Let’s begin with something that almost always confuses everyone transitioning from the airline industry to cruise sales.In the airline world, you log into Amadeus, Sabre, or Travelport, run a search, and see nearly every airline's flights, fares, availability, and schedules, clean, consolidated, and in one place.

People expect the same in cruises.But that’s not how it works.

There is no “cruise GDS” that shows everything in one system. There’s no single place where you can search all cruise lines, compare cabins, book, and confirm all in one go.And the truth? There likely never will be.

Let’s break down why that is, what actually exists today, and (most importantly) what this means for your sales strategy.

Why Cruises Never Built a Single Global GDS

Airlines needed a GDS because of interlining.Say you’re booking someone from Athens to Tokyo (via Frankfurt), let’s say it’s 3 different airlines on one itinerary, all in one ticket, one price. You need a system that can coordinate across multiple carriers, process payments, and handle all the moving parts seamlessly.

Cruises don’t interline.

Each cruise is a self-contained product. You don’t split a trip between Royal Caribbean & MSC. Every ship is essentially a floating resort, hotel, dining, entertainment, & destination rolled into one. It’s a standalone offering.

There’s no IATA equivalent in the cruise world forcing standard rules. Sure, there’s CLIA… but it’s a marketing and advocacy group, not a body that governs distribution standards. There’s no BSP system, no universal ticketing, & no interline structure.

So, every cruise line developed its own way of selling its product. And for a long time, that worked just fine, through direct relationships, phone bookings, printed brochures, & partnerships with travel agents.

By the time technology advanced enough to enable a unified system, the window for building one had already closed.

Instead, we now have a layered, fragmented cruise distribution ecosystem. Let me break it down simply.

The 4 Layers of Cruise Distribution (tried to simplify it as much as I could)

If you want to sell cruises as a travel agency, GSA, or OTA, here's what actually exists:

LAYER 1: Cruise Line Direct Portals

Every major cruise line has its own B2B booking platform.Examples include: Carnival Hub, Royal Caribbean’s Crown & Anchor (for agents), MSC’s agent portal, and Norwegian’s Partners First.

Who uses it:High-volume agencies, GSAs with direct contracts, & cruise advisors who focus heavily on selling that specific brand.

Why it’s great:You get the most detailed content: real-time cabin availability, rich product info, and the latest offers. You're booking straight into the cruise line's reservation system.

Limitation:It only covers that one brand. If you're selling five different cruise lines, you’re juggling five different portals, with five different search systems. That’s time-consuming and inefficient when you’re trying to compare or cross-sell.

LAYER 2: B2B Aggregators & Booking Engines

This is where most of today’s cruise distribution technology lives.

These are third-party platforms that pull data from multiple cruise lines using APIs or direct feeds, letting you search & compare options across brands, all in one interface.

Who uses it:Multi-brand agencies, OTAs, host agencies, & GSAs who need a simple, unified tool for their networks.

Why it’s great:One login gives you access to multiple cruise lines. Many platforms even include flights, hotels, transfers, & pre/post-cruise packages, so you can build a complete vacation in 1 place.

Limitation:Not every cruise line participates equally. Some offer deep content & live pricing, while others provide limited data or delayed updates. Content quality varies. Also, some aggregators tack on booking fees or apply markups, impacting what you (& your customer) actually pay, and what you earn.

Here's a reality check on who's actually out there:

The market is more regional than people think. There's no single "global cruise aggregator" that dominates everywhere. Instead, different players own different territories:

Here's what matters for your strategy: You don't need to be on all of them. 

Pick the 2-3 that match your geography and your customer base.

The mistake I see all the time? Cruise lines trying to plug into 8 aggregators because "more distribution is better." It's not. More distribution is just more accounts to manage, more pricing to control, and more channel conflict to deal with.

Choose your partners. Go deep. Train their users. That's how you grow.

LAYER 3: Host Agency & Consortia Platforms

If you're an independent travel advisor, chances are you're connected to a host agency or consortium. These groups provide their own platforms and support systems.

Examples:Travel Leaders, Virtuoso, Ensemble, Avoya, Dream Vacations, Cruise Planners (and many others).

Who uses these:Independent agents who are part of a larger host network or consortium.

What they offer:Access to negotiated commission overrides, exclusive group rates, co-branded marketing, sales training, back-office support, E&O insurance, and a booking platform.In short, it’s more than a tool… it’s a full ecosystem.

Business model: How hosts earn money…Hosts make money through commission overrides.

For example:

A cruise line pays a base, say ≈10% commission. The host negotiates lets assume a ≈15% override based on their network's total volume. The host keeps the ≈5% spread and passes ≈10-12% to the agent. Everyone wins through collective buying power.

Limitations:You’re tied to that host’s deals and tech stack. If your host has a weaker partnership with a specific cruise line, you may get lower commission or have limited access to promotions from that line.

A key point to know:Most host agencies don’t build their own booking platforms. Instead, they license third-party technology from aggregators like Traveltek, Odysseus, or Revelex…and white-label it for their members.

So when you think you’re “booking through your host,” you might actually be using an aggregator’s engine, just rebranded under your host’s name. (More on this below)

LAYER 4: Limited GDS Modules

Yes, traditional GDS platforms like Amadeus, Sabre, & Travelport do have cruise modules.

But here’s the important difference:They’re nothing like the “flights side” of the system.

Reality check: GDS cruise modules typically display basic itineraries & some pricing. But when it comes to more detailed elements like specific cabin selection, deck plans, or real-time availability you’ll often be redirected to the cruise line’s portal or a 3^rd party aggregator to actually complete the booking.

Coverage is also limited. GDS platforms might only include 40–50% of cruise brands, & even then, the content tends to resemble a catalog more than a strong booking engine.

Bottom line: Yes, GDS cruise functionality exists. But it’s not where the real business happens. Think of it more as a reference tool… not your “go-to sell” platform.

Wait … What's the difference between a Host & an Aggregator?

This confuses almost everyone, so let me clear it up.

Host agencies & aggregators are not the same thing. 

They have completely different business models, even though agents sometimes use one for the other (without distinguishing).

=> Host Agencies = Membership Networks

A host agency is a network you join. You become a member of their organization.

How they earn money:Through commission overrides. They negotiate higher commission rates with cruise lines by leveraging the collective sales volume of all their affiliated agents. They keep a portion of the commission and pass the rest on to you.

Example:

-          Cruise line base commission (lets use the global average): ≈12%

-          Host negotiates with cruise line: ≈18% (because they represent 600 agents)

-          Host keeps: ≈6-8%

-          Agent receives: ≈10-12%

What you get as a member:Commission structure + booking platform + marketing co-op + training + back-office support + errors & omissions insurance + (of course) group buying power.

Your relationship with the host:You’re a member. You might pay a monthly or per-booking fee. You follow their policies, use their tools, and benefit from their negotiated deals.

Think of a host agency like a franchise system or a buying co-op. The strength is in the collective volumes.

=> Aggregators = Technology Platforms

An aggregator is not a membership group. It’s a tech vendor. You don’t “join” them,  you simply license their platform.

How they make money:

Typically in one (or a mix) of the following ways:

1. Mark-up on cruise fares => They give you a net rate, and you add your margin.

2. Booking fees => A flat fee per reservation (around ≈€25 p/bkg).

3. Subscription fees => You pay monthly or annually for access.

4. Commission pass-through => They take a portion of your earned commission.

What they offer:Technology! A single platform to search & book across multiple cruise lines. Some even offer dynamic packaging (cruise + flight + hotel in one place).But that’s it. No marketing, no support ecosystem, no group deals… just tech.

Your relationship with the aggregator: You’re a customer. You license the software. You either bring your own cruise line contracts, or, use the aggregator’s pre-set agreements (if/when offered).

Think of an aggregator like any other software-as-a-service (SaaS) tool. You’re paying for access to booking technology & inventory, not community or support.

Here's where it gets confusing:

Many host agencies don't build their own booking technology from scratch. Instead, they rather license an aggregator's platform and white-label it.

For example:

• ABCD Host Agency partners with Traveltek.

• Traveltek provides the actual booking engine.

• ABCD Host works on their branding in it, loads in its negotiated commission deals, & hands it off to its agents as “their platform.”

So when an agent says, “I’m booking through my host,” they might unknowingly be using Traveltek or Odysseus technology.

Why does this matter?

Because hosts & aggregators serve very different roles, and mixing them up can “blur” your strategy.

-  A host relationship means you’re working within a membership-based network that leverages collective volume to negotiate better commission deals. You’re betting on the host’s ability to educate, support, and motivate its agents to sell your product.

-  An aggregator relationship, on the other hand, means you’re providing your inventory through a technology platform that reaches a broader market (host agencies, OTAs, GSAs, and more). You’re betting on reach and accessibility.

Both relationships are valuable… but they’re not functionally the same. They require different strategies.

If you're a GSA (General Sales Agent) or a PSA (Preferred Sales Agent), the smart move might be to work with both:

-  Use an aggregator for broad, multi-brand access & convenience.

-  Add that with (host-style) overrides based on volume for your top-performing agencies to achieve deeper loyalty (& probably higher yield).

Now Here's where it gets messy!

In the airline world, pricing is clean and consistent. The airline sets the fare, the GDS displays it, the agency books (obviously with NIL commission -unless a “backend” is in place-). Everything flows through a standardized, predictable “system”.

Cruise distribution? Not so much!

Every layer in the cruise distribution chain (whether it’s the cruise line, the host agency, or the aggregator) can affect or influence what you see and what you pay…

What this means in practice:

A travel agency searches for a 7-day Caribbean cruise on Royal Caribbean. Depending on where they look (which system they use) they might see 3 different prices:

1. Cruise line direct portal: Base fare + standard commission (say around ≈10%).

2. Aggregator platform: Base fare + possible mark-up (or booking fee) + commission (which might be passed through minus the aggregator's cut).

3. Host agency portal: Base fare + the host's negotiated override (say in avg. ≈12%). So the agency gets ≈10-11%, host keeps ≈1-2%.

Same ship. Same cabin. Same week. Different economics.

This is why so many agents get confused, and why it’s so important to understand the mechanics of each distribution layer. So…

Know your margins!

If you're shopping on an aggregator platform and you see a lower price, ask yourself: Is that a better deal, or is my commission lower? Sometimes the "cheaper" booking makes you less money.

If you're in a host network with strong overrides, booking direct through the cruise line might actually cost your client €50 more, but earn you €100 more in commission!

Another Issue: Who Owns the Customer Data?

Data ownership in cruise distribution is “fractured”.

-  The cruise line owns the booking record.

-  The aggregator may have the API access & the interface the client used.

-  The host or agent has the direct relationship.

But there’s no unified CRM, no central data system. That makes it harder to build customer loyalty or track repeat business.

In air travel: your frequent flyer program (FFP) account stays with you across bookings.

In cruises: if you book through different channels, the cruise line might not even know the guest is a returning customer.

So, what your global sales strategy should be?

Now that I’ve “unpacked” for you how cruise distribution actually works, let’s talk about what to do with all of this (by industry role):

A) If you’re a Cruise Line

You can’t be everywhere and more importantly, you don’t need to be! Instead, focus on making a few smart,  & strategic decisions:

1.    Choose 2–3 key tech partners per region

Pick your aggregators carefully. Don't dump your inventory into every platform that asks. Choose partners who understand your brand, train their agents, and protect your pricing.

Choose well between Europe’s best, then another for North America, maybe here you prioritize a strong aggregator or a strong consortia relationship. In Asia-Pacific, maybe a regional aggregator player makes more sense.

2.    Decide what content stays exclusive

Not everything should be available everywhere. Your best suites, your new ships, your VIP packages? Keep those for direct bookings or select partners. Your inside cabins and standard inventory? Push them wide to fill the ship.

3.    Set clear rules around discounting

Some cruise lines distribute net rates to aggregators and let them mark up or discount freely. That can move inventory quickly, but it can also harm your brand image.

Others maintain tight pricing control with:

- Fixed rates.

- No undercutting.

- Clear brand guidelines.

Either model can work… but you need to choose. Don’t let your distribution channels make that decision for you.

4. Build Your Own API or Use an Aggregator?

• If it’s a major cruise brand (like Carnival, MSC, or Royal Caribbean), then the choice is absolutely one: own API... big agencies, OTAs, and metas want direct connectivity.

• If you’re a smaller luxury or expedition line, it might not be worth the investment.

In that case, partner with a solid aggregator and focus your efforts on building personal

relationships (& delivering an exceptional onboard experience).

B) If you’re a GSA or PSA of a Cruise line

As a GSA (General Sales Agent) or PSA (Preferred Sales Agent), your role is to act as the local extension of the cruise line. In a way, you’re like a mini-GDS (or better a local-GDS) for that cruise brand within your market.

But here's the key decision you need to make:

Do you focus on direct bookings or use an aggregator tool?

So, you have 2 clear strategic options:

Option 1: Push agencies to book direct via the Cruise line portal.

This means:

- You go all-in on training and support for that one brand.

- You provide marketing help, fam-trips, co-op funding etc.

- You build real expertise among your agency network around your cruise line’s products.

Best for: When you represent a single brand -exclusively- & want full control over how it's positioned and sold in the market.

Option 2: Offer agencies an aggregator tool for multi-brand selling.

This approach:

-          Gives agents an easy way to shop & compare across multiple lines.

-          Lets you integrate override commissions into the aggregator.

-          Simplifies bookings for multi-product sellers.

Best for: When you manage multiple cruise relationships or support agencies that need more flexibility.

But don’t mix them halfway & confuse everyone!

Trying to do both without a clear plan just confuses everyone. Offering 5 platforms “for choice” often leads to:

-          Channel conflict.

-          Lack of adoption & brand focus.

Pick a direction, standardize the tools, & support your network accordingly.

Final Tip: Technology is a tool. Relationships are the Strategy.

Yes, aggregators help you reach more agencies. But at the end of the day, cruise lines care about: a/ Volumes, b/ Yield, c/ How well their brand is represented.

The agencies &/or GSAs who succeed are the ones that combine smart tech use with strong, personal relationships.

C) If you’re a Travel Agency

Here’s the reality: most agencies are trying to do too much! They sign up for every platform, try every tool, & end up getting totally confused in logins, pricing mismatches, & inefficient workflows. It’s time to simplify.

Pick Just a Few Tools That Work for You

• Choose one aggregator for multi-brand shopping & comparison.

• Then select 2–3 direct booking portals for the cruise lines you sell the most.

That’s it!

If you’re constantly back&forth between 5 systems and logging into 10 portals, you’re wasting precious time that could be spent selling & building client relationships.

Also, understand this: The cheapest price isn't always the best deal for you.

If for example, an aggregator shows a lower price but you earn ≈8% commission, and the cruise line direct gives you ≈10% commission with an override, guess what? You make more money on the direct booking even if the customer pays €50 more.

Learn your margins. Know your deals.

And one more thing: Own your customer data.

If all your bookings go through a host platform or aggregator, who owns the client relationship? You need to build and protect your own CRM… your client list is your most valuable asset. Capture emails, preferences, past bookings. Don't let the platform be the only one who knows your clients!

Concluding...

No Cruise GDS? Good. Here’s why that’s a strength.

Airlines have spent decades locked into rigid GDS contracts, complicated settlement systems like BSP, & standardized fare rules. Sure, it gave them consistency, but at the cost of flexibility.

Cruise lines never went down that road. And while the result is a bit messier… Yes, cruise distribution is fragmented & confusing, especially for those coming from the airline world (that fragmentation can actually be a strategic advantage).

Why? Because it creates space for smarter strategies.

I realise that distribution in cruises is not a technology problem. It's a strategy problem.

And the smarter you approach it, the better you gain healthy & profitable growth.

What do you think? Is your cruise distribution strategy clear, or are you still trying to be everywhere at once?

Let's talk! Drop a comment or reach out directly.