What to Know Before Booking an Antarctica Cruise

Ask anyone who has traveled to Antarctica, and they will tell you how remarkable it is, and how worthwhile it is to book a trip to the polar destination. “Alaska on steroids” is an apt description from Adam Martindale, owner of a Cruise Planners franchise in San Diego.

But selling a cruise vacation to Antarctica? Well, that is another matter entirely. 

Expedition cruises have greatly increased in popularity over the last decade. Passenger volume on expedition voyages more than doubled from 2016 to 2022; and in 2022, guest counts for such sailings overall have recovered to 74% of those in 2019, according to Cruise Lines International Association. Additionally, 2022 online search trends indicate a 51% increase in searches for expedition cruise travel to Antarctica when compared to 2019.

Although selling Antarctica cruises can certainly be complicated and often mandates more qualifying than other cruise types, it’s a truly rewarding pursuit for travel advisors — not just because of the commission earned, but also because it gives them the chance to craft a once-in-a-lifetime trip for clients and demonstrate their expertise and prowess for personalization.

With an increase in desire for adventurous cruises has come an onslaught of brands entering the expedition game. From legacy lines to fresh faces, there is now a hearty selection of ships sailing to “the White Continent,” all ready for advisors to sell.

The Best of Both Worlds

Pairing the finest comforts of home with rugged outings is becoming a common theme as cruise lines ditch aging hardware in favor of the state-of-the-art newbuilds that are now frequently coming online.

One such newcomer is Atlas Ocean Voyages, and the line’s president and CEO, James A. Rodriguez, admits that there are many small ships visiting Antarctica. However, clients will likely never know, due to limits put in place by the International Association of Antarctica Tour Operators, a member organization practicing safe and environmentally responsible travel in the destination. Only 100 passengers (exclusive of expedition staff) are permitted at a single shore site at any given time, providing plenty of opportunity for daily visits without crowds.

“At Atlas, we visit the destination via elegant yachts purposefully built for polar expeditions,” he said. “Our onboard experience combines a skilled expedition team and Zodiac exploration boats with the luxuries of a private yacht — such as a spa and gourmet dining — so we offer the best of both worlds.”

Qualifying Customers for an Antarctic Adventure 

Delivering memorable adventures that clients will enjoy onboard and off an Antarctic expedition cruise is a huge selling point of this bucket-list vacation.

“I recommend combing your client database for anyone who has visited two or more continents; prefers adventurous, immersive travel; and who has not taken a cruise vacation, but travels extensively,” said Jeni Schrimsher, owner of Kansas City, Mo.-based Voyages By Jeni LLC. “I propose Antarctica to clients for whom unique destinations and itineraries drive the vacation decisions, and for those who like to travel independently.”

It’s also important to further qualify the clients you intend to target. Claire Maguire, a Cruise Planners franchise owner in Fort Lauderdale, Fla., has seen that there’s a somewhat different demographic heading to Antarctica.

Maguire says that Antarctica, especially via smaller ships, will appeal to “empty nesters, young professionals and anyone looking for a luxury travel experience with an adventurous twist.” She says she has booked satisfied clients ranging from age 30 to age 80.

Even kids are permitted onboard most lines. On Martindale’s voyage, “there were a couple of families with teenage children who were very well traveled and had a fantastic time.”

I recommend combing your client database for anyone who has visited two or more continents; prefers adventurous, immersive travel; and who has not taken a cruise vacation, but travels extensively.

Antarctica is ideal for clients who can delight in scenery, who are flexible about schedules — as sailings are often at the mercy of weather conditions — and who are OK with spending more time on the ship than off.  

And fitness level should not be a deterrent. Expedition teams strive to ensure those with differing abilities maximize their cruise.

“There were guests who enjoyed the destination even without participating in expeditions via Zodiac,” Schrimsher said about her sailing.

RELATED: A Sea Kayaking Adventure in Antarctica's Weddell Sea

For guests who prefer to explore in a more adventurous way, Schrimsher suggests finding a sailing that offers advanced kayaking and camping.

Antarctic Rite of Passage

It’s natural for some clients to be leery of a small ship navigating the notoriously rough Drake Passage heading down toward the Antarctic Circle, but it can help to assuage their fears by reiterating that experiencing the “Drake Shake” is considered a rite of passage among seasoned travelers. (Equally possible is the “Drake Lake,” if the waters are calm.)

“Our passage was pretty rough, but the adrenaline everyone was feeling seemed to quell most of the motion sickness,” Maguire said. “The thrill and excitement made the trip fun, and when we finally saw the White Continent off the bow of the ship, it made it all so worthwhile.”

She captured a video of waves crashing over the ship juxtaposed against a glass of water perched on a window ledge that did not budge, illustrating the stability of a modern ship. Maguire now considers the footage a part of her sales pitch to prospective clients, along with her other Antarctic pictures and videos.

“It’s always amazing to see their reactions as they gasp at the beauty of the destination,” she said.

Bypassing the Drake altogether is another option, especially for those prone to seasickness, or with limited time to spare. Fly-cruises are sometimes even less expensive.

When to Cruise and When to Book 

For many clients, the best time to visit is a key factor, as well. Cruises are offered from November to March, during Antarctica’s summer. Monthly temperature averages, though, are not the best indicator, says Schrimsher, given the unpredictability of the weather in the region. She says it’s better to decide based on wildlife cycles.

“If you want to see baby penguins, you may wish to go earlier in the season before they begin molting and swimming off,” she said.

For Antarctica, it’s essential to consider the booking window, as small ships fill up fast. Her recommendation is to reserve clients at least nine to 12 months in advance to get the best stateroom selections and rates.

The sound of the ice breaking nearby, and the thrill of being right next to the wildlife — it is an absolutely fantastic experience.

Additional trip elements, such as kayaking, which is a limited activity, also require advance planning.

“One of the most exciting parts of the experience is optional kayaking,” Maguire said. “You can kayak in the crystal-clear, calm waters, which is an unparalleled way to see the beautiful channels and islands. The sound of the ice breaking nearby, and the thrill of being right next to the wildlife — it is an absolutely fantastic experience. We had penguins plopping off the rocks into the water next to us, which was hilarious to watch.”

The Value Proposition

Martindale believes the all-inclusive aspect of an Antarctica cruise is one of the biggest draws, saying “there was not much to spend money on except Wi-Fi, spa services and the ship’s gift shop.”

In addition to the enrichment lectures, destination briefings, shore landings led by expert field guides and escorted sightseeing safaris by Zodiac, most cruise lines also provide a parka clients can take home, as well as boots, rain pants, walking sticks and binoculars to use while onboard. Some lines even offer submarine rides — that fill up fast — and the complimentary use of thermal suites back onboard.

But for many, Maguire included, it’s the staff that makes the experience so special.

“Their passion and knowledge made every Zodiac trip an adventure,” she said. “They are all experts in their field and will ensure every aspect of the journey is safe, informative and enjoyable.”

The Best Sales Tactic: Experiencing Antarctica Yourself 

Selling an Antarctic expedition cruise can be best achieved by conveying the adventure via personal anecdotes and images, according to Maguire, so it’s crucial for travel advisors to experience Antarctica for themselves.

It’s so unique; a simple Google search won’t give clients the full picture.

“There’s no better way to sell a high-ticket item like this than by having firsthand knowledge,” she said. “It’s so unique; a simple Google search won’t give clients the full picture.”

It’s important, too, to paint a vivid picture of the day-to-day of an Antarctica voyage, Schrimsher says.

“Being able to describe how the expedition team works and the magic of the expedition process — from mudroom to Zodiac to daily briefing — can build excitement for the destination,” she said.

She adds that an Antarctica expedition cruise offers more spontaneity and flexibility than other voyages, so conveying that spirit of the adventure is key.

“Antarctica is a highly unique destination, unlike anywhere else on the globe, and the intimate experience on [a small ship] allows guests more time on expeditions, more time with expert expedition guides, and a more memorable vacation,” she said.