Guest Post: Is your cruise content ready for AI?

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Guest Post: Is your cruise content ready for AI?

The next wave of digital discovery is here, says Iñigo Valenzuela, CEO of Smartvel

The cruise industry has long thrived on inspiration, expertise, and personal touch—from the early days of glossy brochures to today’s rich digital experiences. But a new wave is rising—and it’s not just on the high seas. Travelers are now turning to conversational AI tools like ChatGPT, Gemini, and Perplexity to plan their next cruise, often before they speak to a travel agent or visit a cruise line’s website.

This shift marks a turning point in how cruise vacations are discovered, researched, and booked. Traditional SEO strategies, once the cornerstone of digital marketing, are no longer enough. AI doesn’t follow the same rules. It bypasses search engines and goes straight to structured, machine-readable content—drawing from sources it deems most reliable and relevant.

If your cruise content isn't part of what AI reads and recommends, it risks being invisible to tomorrow's travelers.

Whether it’s a first-time cruiser asking, “What’s the best Mediterranean itinerary for families in June?”, or a loyal guest wondering, “Do I need a visa to board in Istanbul?”, these questions are increasingly answered by AI - not a search engine, not a brochure, and sometimes not even a travel advisor.

The implications are huge for cruise lines, cruise-focused travel agents, and content creators alike. In this new landscape, being present in AI responses means your content must be:

  • Structured (modular and semantically tagged)
  • Up-to-date (especially for entry requirements, health protocols, and itinerary changes)
  • Machine-readable (formatted in ways large language models like ChatGPT can understand)

This is where technologies like Retrieval-Augmented Generation (RAG) and Model Context Protocol (MCP) come into play - enabling AI tools to pull content from trusted sources in real time and deliver personalized, grounded answers.

What this means for cruise-focused travel agents

Specialist cruise agencies excel at offering expert advice and personalized service. But increasingly, travelers are arriving at their (virtual) door already informed - or misinformed—by what AI tools have told them.

The opportunity here is two-fold:

  1. Ensure your expertise is part of the AI training ground.
    If your agency creates detailed, structured content - destination guides, cruise comparisons, embarkation advice - it’s more likely to be picked up by AI. If not, your competitors' content might be.
  1. Leverage AI to complement, not replace, the advisor experience.
    Agents can use AI to pre-qualify leads, summarize complex itineraries, or auto-generate personalized trip overviews - freeing them up to focus on what they do best: build trust and close the sale.

Imagine an AI assistant that already knows your client prefers small-ship luxury cruises, avoids long flights, and is gluten-free. That’s where the industry is heading - and content is the foundation that will get us there.

You’re training the next travel agent - whether you know it or not

Cruise lines, too, must rethink how they present their offerings. Cabin descriptions, onboard experiences, shore excursions, visa rules, dress codes - this information should not only be SEO-optimized for websites, but also formatted to feed LLMs. Why?

Because when someone asks ChatGPT, “What’s the difference between Oceania and Viking?”, the answer depends on which brand has the clearer, more structured, and more complete content available to AI.

Four steps to prepare cruise content for AI

  1. Audit your content for AI readiness
    Is your FAQ section cleanly structured? Are your destination pages modular and tagged by port, nationality requirements, and cruise type?
  2. Adopt AI-friendly content protocols
    Frameworks like Model Context Protocol (MCP) and Retrieval-Augmented Generation (RAG) help ensure your content is pulled accurately into AI conversations.
  3. Partner with platforms that support cruise-specific integrations
    Platforms that help embed real-time entry requirements and travel documentation into cruise portals - structured in ways that AI can ingest and use.
  4. Equip your advisors with AI tools
    Don’t fear automation - embrace it. Custom GPT assistants can deliver faster, more confident answers, while maintaining their signature service style.

The future of cruise discovery is conversational

Tomorrow’s cruise journey starts with a chat - not a search. The AI assistant your future guest consults will either mention your brand or it won’t. It will suggest your sailing - or someone else’s.

Cruise lines and agents who embrace this evolution will not only stay visible - they will help shape the voice of AI in our industry.

This is not just about staying current - it’s about leading the next generation of travel planning. The question is: Will AI recommend you?

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