A cruise agency has almost entirely removed cruise jargon from its website and made its national TV debut without images of ships in a bid to attract new-to-cruise customers.

Cruise Nation has removed “about 80% of cruise language” from the package section of its website, which accounts for 96% of its traffic.

Its 30-second ad features excursion destinations and beaches, onboard food, drink, activities and entertainment, but does not include any bow-to-stern pictures of ships.

The word ‘cruise’ is mentioned only in company names.

On its site, the agency uses the term ‘floating resort’ rather than ship, accommodation instead of cabin and, in many instances, holiday rather than cruise.

Owner and managing director Phil Evans said the Norwegian Cruise Line-backed ad, which has the tagline ‘Not All Holidays Are Equal’, is aimed at new-to-cruise customers. It launched on January 23 on ITV, Channel 5 and some Sky channels.

Evans said: “We are removing the cruise speak, which I believe is a major barrier to someone who has never cruised before.

“We are trying to tap into the holiday and new-to-cruise market.

“We are getting people to compare past holidays with [the ad],” said Evans, adding that he wanted to capitalise on the trend for all-inclusive breaks with NCL’s all-inclusive packages.

The decision was prompted by a Cruise Nation survey into the holiday habits and use of language of 5,000 customers and members of the public last month.

NCL has also backed an advert for Scottish agency Barrhead Travel – which will feature ships – to be aired this week.

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