What Travel Advisors Need to Know About Costa Cruises

For North American travel advisors, Costa Cruises represents both an opportunity and a shift in mindset — a European-born cruise brand that delivers something quite different from the mainstream U.S.-based experience. With its Italian flair, a globally diverse onboard culture, and a destination-centric approach to cruising, Costa appeals to clients who want more than a floating resort. In this Q&A, Priscilla Reyes, Head of Sales for North America, breaks down who Costa is right for, how to position it and how advisors can sell it with confidence.

For advisors who may be less familiar with Costa, how do you describe the brand in one or two sentences when positioning it to North American clients?

Costa Cruises is an international type of cruise line with an Italian flair. So, it's about more than just a vacation. It's about discovering unique Sea and Land Destinations and reconnecting our guests with the world in meaningful ways, exploring other cultures, and cruising with people from different countries. Life on board is certainly an international experience, so I think that is our main brand positioning. Something international, something different from what you're used to from the North American perspective — and that's what we really thrive on. 

Where does Costa sit in the cruise spectrum for U.S. travelers — especially compared to more familiar mainstream or premium cruise lines?

Overall, I'd say we're in the contemporary category of cruising. We appeal to guests of all ages and demographics. We definitely love to have our silver couples and our younger multi-generational families on board. The nonnas and nonnos, and all of the grandparents who are kind of taking their whole family on these cruises. So, there's absolutely something for everyone, but along the contemporary line. I would say, in reference to our sister brands, we are kind of between a Carnival Cruise Line and a Princess Cruises.

What types of North American clients tend to be the best fit for Costa Cruises, and why?

I would say that our ideal guest is one who is driven by curiosity. People who want to experience the places they're visiting, not just get on the ship and be locked into an American lifestyle on board. They want to bring that international flavor into their journey. I believe that's the key to our experience: bringing the international lifestyle on board so you're engaging in it from the moment you get onboard, when you're off at the ports and when you come back on the ship.

How does Costa’s approach to food and wine reflect Italian culture in a way North American travelers can immediately understand and appreciate?

Of course, for us, food is super important. And I think the best example of how we bring that to life is Archipelago. There, you have Angel Leon, Bruno Barbieri and Helene Darroze — they bring French, Italian and Spanish flair, and they bring them together in such a curious and wonderful way. The five-course meal is something guests can dive into and experience, and taste the flavors from these three Michelin-starred chefs. 

We also have, for example, the Pummid’Oro pizzeria, the Nutella bar, the Aperol Spritz bars, and the Frescobaldi wine experience, which I think are wonderful things that people can experience on board, as well. So, we really try to lean into that Italian gastronomy and food quality, and make sure that people's experiences are wonderful. And, all of the meals on board are prepared with local, traditional ingredients. 

I believe our exceptional hospitality is also something that sets us apart. Whatever area of the ship you're on, I feel our people do a good job of making everyone feel comfortable and ensuring their needs are met. They take their jobs and positions very seriously, and I think that makes a big difference.

Are there certain itineraries or homeports that North American advisors should be especially excited about selling?

I think the Caribbean is always a great selling point for us. We're in La Romana, we go to Catalina Island, we really explore Santo Domingo and the Dominican Republic from kind of a different perspective. We're a little bit different from the other brands. 

We don't have private islands, but we tend to collaborate with the destinations we visit. In the Dominican Republic, for example, we have a partnership with the tourism board, so we offer a more local experience there.

We're also going to be back in the United Arab Emirates this year. The Emirates is definitely a very interesting destination and very good sailing for us; we're there from December to March. Unfortunately, we did not have that program in ’25, and I'm excited to have it back for ‘26 and ‘27. 

Another key development is that, in 2027, we'll have our World Cruise, which will visit North American shores for the first time in a very long time. We're going to be in San Francisco, and we're going to make stops in Miami and New York.

What advice do you have for advisors who may be nervous about selling a more European-style cruise experience to first-time Costa guests?

I think Costa Cruises, given the value we deliver and the prices we offer, is definitely a worthwhile option for any client. And I don't believe any travel advisor should be worried or concerned about selling the European style of sailing. I think, for guests who are looking to have an adventure and truly experience the European lifestyle, our brand makes sense. And it also makes sense from a value-driven perspective. 

How can advisors best set expectations upfront, so clients are thrilled—rather than surprised—by Costa’s international onboard atmosphere?

I believe that Costa’s guests need to really be comfortable with the various languages being spoken on board. We have multiple embarkation ports, so people are getting on and off the ship throughout the sailing. You arrive in Spain and there are a lot of Spanish locals coming on board — then, you stop at Marseille and everything shifts. 

That's something important for travel advisors to keep in mind—that the energy on board is constantly changing. It's not as though you're getting on board with the same group of people you’ll be disembarking with. Our guests should be aware that we operate this way because we are one of the few brands that do. That's something I always speak to advisors about: we want to make sure we're giving all of this to guests upfront, because the last thing we want is someone's experience to differ from what they expect.

If they're an avid cruiser with Carnival or Princess, they'll have certain expectations as to what their voyage will be like. We need to make sure that they're educated enough to understand that our brand — flying under the Italian flag — we're just a little bit different. They should also be aware that North American guests are often in the minority on our voyages. 

How does the company support travel advisors looking to sell Costa Cruises to their North American clientele?

Educating our travel advisors on the tools we have is essential. We're actually rolling out a new travel advisor academy, which will be very helpful for us. And it's quite a short course — only six modules. It kind of walks you through what we offer and what makes our experiences a little bit different. This should make travel advisors’ lives much easier, enabling them to present our product more robustly, since there are always things they may not remember or be aware of. It will be a very easy way for them to educate themselves, keep it in their toolbox and present Costa to their clients properly. 

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