Princess Cruises has entered into a year-long strategic alliance with The Travel Institute, aimed at strengthening the professional development of travel advisors who sell and support cruise bookings. The collaboration, announced in early March 2026, will centre on a range of initiatives developed jointly by the cruise line and the independent education organisation, with a focus on industry training and certification that aligns with Princess Cruises’ product offerings and seasonal deployment plans.
Under the agreement, the two organisations will work together on curriculum for a new Alaska Destination Specialist Course to be introduced by The Travel Institute in the second quarter of 2026, timed to coincide with the introduction of Star Princess into Alaska service. Princess Cruises has committed funding to provide scholarships for several Travel Institute certification programmes — including the TRIPKIT introductory course and the institute’s three-tier professional certifications (Certified Travel Associate, Certified Travel Counselor and Certified Travel Industry Executive) — as part of efforts to broaden opportunities for advisors to enhance their knowledge and credentials.
The partnership is also intended to support the recruitment of new talent into the travel advisor field through sponsorship of introductory webinars and other entry-level programmes, while recognising existing certified professionals with incentives tied to Princess Cruises’ own training pathways. Additionally, advisors who complete a designated level within Princess Cruises’ internal training framework will be able to earn continuing education units applicable to maintaining their active certified status, reinforcing the value of ongoing professional development.
Officials from both organisations described the alliance as reflecting a shared commitment to advancing industry professionalism and enhancing the skill set of the travel advisor community as a whole, with broader benefits anticipated for long-term industry growth and the quality of service delivered to cruise passengers internationally.