For North American
travelers, European cruising often comes with a familiar template:
Broadway-style shows, American dining patterns and an overall comfort-first
atmosphere that feels like home. Costa Cruises flips that expectation on its
head — and that’s precisely what makes it so appealing to the right clients.
With more than 75
years of maritime history, Costa leans confidently into its heritage as the
only Italian-flagged passenger cruise line. Approaching things the Italian way
translates into the overall onboard experience, including the food, ambiance,
entertainment and general rhythm of goings-on. For advisors looking to
differentiate their European cruise recommendations, Costa presents something
refreshingly unique.
The Italian cruise
line is currently looking to make a comeback with North American travelers, having
pulled back its marketing efforts in the U.S. and Canada, and pressed pause on
sailing its operation in Florida when the pandemic hit in 2020. For now, the
company is turning to travel advisors to get its message out there, foregoing
any direct-to-consumer efforts for the time being.
I recently sailed
aboard the Costa Smeralda on an eight-night Western Mediterranean itinerary
that sailed roundtrip from Rome, stopping in ports such as Genoa, Naples,
Cagliari, Marseilles and Barcelona. Costa Smeralda is one of the line’s newer vessels, which first debuted in 2019 and, along with flagship Costa Toscana,
boasts its most cutting-edge design and technology.
Authentic
European Vacations at Sea
One of the first
things North American guests will notice is that Costa doesn’t attempt to
Americanize the onboard product. Instead, the brand embraces its identity as a
multicultural, multilingual floating resort. Guests hear announcements in
several languages, dine alongside Europeans from across the continent and enjoy
entertainment that reflects a much broader cultural mix.
For the right type
of traveler, this isn’t a drawback — it’s the very reason they choose Costa.
Advisors can position the line as an excellent fit for internationally minded
clients who value immersion over insulation, particularly frequent travelers to
Europe, culture seekers and those who enjoy a sense of discovery beyond the
ports themselves.
Costa Smeralda’s stylish public spaces are reminiscent of an Italian resort. (Photo Credit: Costa Cruises)
Port-Intensive
Itineraries
Costa’s
itineraries can be strong selling point, especially for North American clients
hoping to make the most of their time overseas. The line’s Mediterranean and
Northern Europe routes tend to minimize sea days and maximize port calls,
creating efficient, destination-intensive vacations. Travelers will notice a
mix of marquee cities and lesser-known gems featured within the span of a week,
making Costa an excellent option for clients who want to experience a sampling
of European cities, or who want to pair a cruise with a pre- or post-cruise
land stay.
Unlike many other
lines that sail the region, Costa voyages in the Mediterranean run year-round.
Costa also pioneered the practice of flexible embarkation and disembarkation,
allowing travelers to choose which port along the route they board the ship
from. This means people will be getting on and off their week-long cruise at every
stop along the way, which can also be a foreign concept for those accustomed to
the American style of cruising.
Staterooms aboard Costa Smeralda reflect iconic Italian design and locations. (Photo Credit: Costa Cruises)
Onboard Italian
Hospitality
Italian
hospitality plays a major role in shaping the onboard atmosphere. Service tends
to be warm, friendly and expressive, with a casual, family-oriented vibe that
mirrors what travelers might encounter in Italy itself. Many European families
sail Costa, creating an environment that feels lively and communal rather than
formal or restrained.
Advisors can frame
this as a benefit for clients who appreciate warmth and energy on vacation —
especially multi-gen families, younger travelers and groups who prefer a more
spirited ambiance.
Costa Smeralda boasts 11 restaurants, and 19 bars and lounges. (Photo Credit: Costa Cruises)
Mediterranean
Culinary Experience
Dining is one of
Costa’s self-proclaimed strong suits, and one of the easiest things for
advisors to use as a selling point. Menus feature fresh pasta, bakery items
made daily, regionally inspired dishes, and abundant seafood, along with
specialty offerings crafted through partnerships with Michelin-star chefs such
as Bruno Barbieri and Ángel León. Costa’s culinary approach leans heavily
Mediterranean, with later dining times and lighter portions than many Americans
may expect.
For foodie clients
or travelers who love Italy, this is a major advantage — and setting
expectations upfront ensures they’ll appreciate the authenticity.
Costa Cruises’ onboard food experience is heavily influenced by Mediterranean cuisine and European dining styles. (Photo Credit: Costa Cruises)
Alternative Entertainment
Styles
Entertainment
onboard follows the same European-forward approach. Instead of the Broadway-style
productions typical on U.S.-operated ships, Costa features artistic shows,
acrobatics, live music with international flair, themed nights and dance
parties, and lively evening gatherings that evoke the feel of a buzzing Italian
piazza. Ships stay active well into the night, which is ideal for travelers who
prioritize nightlife, social energy and cultural experiences over traditional
American-style productions.
Advisors can guide
clients accordingly by identifying whether they want vibrant evenings or
something more subdued.
The Colosseo theatre-in-the-round aboard Costa Cruises’ Costa Smeralda. (Photo Credit: Costa Cruises)
Italian-Designed
Ships
The ships
themselves reinforce Costa’s Italian identity. Modern vessels like Costa
Smeralda and Costa Toscana feature contemporary design, piazza-style spaces,
panoramic decks, and the distinctive Colosseo atrium with its immersive LED
shows. Many venues evoke the feel of stylish Italian resorts, appealing to
clients who appreciate thoughtful design, open-air living and Instagram-worthy environments.
For travelers who care as much about ambiance as itinerary, this can be a major
differentiator.
Strong Value Proposition
All of this comes
with a surprisingly attractive price point. For North American travelers, Costa
itineraries can be significantly more affordable than comparable cruises on
U.S.-market lines, especially outside of peak summer season. Advisors can
position Costa as an “authentic Europe experience at a great price,”
emphasizing that guests often reinvest those savings into upgraded excursions,
land extensions or higher-end accommodations. It’s worth noting, however, that
things like beverage packages may not come with all of the usual inclusions
that Americans have come to expect.
One of Costa Smeralda’s four pool areas. (Photo Credit: Costa Cruises)
Selling the
Costa Experience
Ultimately, Costa
shines for clients who want cultural immersion, international energy and a
cruise that feels distinctly European from the moment they step onboard. It’s
an excellent match for food lovers, design enthusiasts, younger cruisers,
families and anyone eager to explore Europe with a more global crowd.
On the other hand,
Costa may not be ideal for travelers who prefer American-style dining and
entertainment, who feel uncomfortable in multilingual settings or who
prioritize a quiet, early-to-bed atmosphere. For advisors, setting the right
expectations will be key to client satisfaction when recommending this line
that embraces distinctly non-American norms.
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