Will Payne on Muck Rack

Will Payne

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As seen in: Cruise Trade News, Real Response Media, Daily Mail, Fabulous, The Daily Mirror, Wiley Online Library, SAGE Publishing, Taylor & Francis Online, The Scotsman, KOMO-TV (Seattle, WA), WJLA-TV (Arlington, VA), NewsBreak and
Editor @cruisetradenews | Views mine | Stories 👉 will.payne@realresponsemedia.com
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Articles

Exclusive: cruise brands urged to rethink lates strategy

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By Will Payne 
| Cruise Trade News
As the cruise industry prepares for the lates market, operators and agents must look beyond discounts to drive demand, writes Adido chief executive Andy Headington for Cruise Trade News For years, lates marketing followed a familiar formula: cut the price, send an email and watch demand follow. In summer 2026, that approach looks increasingly outdated.
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What’s driving the boom in small-ship cruising?

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By Will Payne 
| Cruise Trade News
It doesn’t take an expert to see that the cruise industry is in rude health. After several years of back-to-back growth, the prospect of a holiday at sea is more appealing than ever. However, within the wider cruise landscape, one sector is on a particularly steep growth trajectory… According to research carried out by digital travel marketing agency Adido and luxury operator Unforgettable Croatia, search demand for small-ship cruise brands has increased by 71 per cent in the past two years.
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New AI tool will ‘supercharge’ agents’ selling ability, says Widgety

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By Will Payne 
| Cruise Trade News
A new AI tool for selling cruise holidays has been launched to help travel agents streamline bookings and “supercharge” their ability to sell cruise The company behind the AI Cruise Assistant, Widgety, said the tool will help the trade secure more bookings for holidays at sea, even if they’ve never been on a cruise. The technology provider assured the new platform “isn’t a replacement for travel agents”, but will instead provide support to those looking to grow sales and enquiries.
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