The CLIA Spain column
By Ana Díaz
CLIA Communications Manager in Spain & Portugal
Article from CruisesNews magazine no. 76 – March 2026
Broadly speaking, the ship's facilities, the dining and entertainment options, and the destinations themselves are some of the variables that contribute to shaping the cruise passenger experience. Undoubtedly, this illustrative list would not be complete without mentioning the crew: in an industry like ours, success is deeply rooted in the team.
For thousands of passengers, crew members are the face of the airline, making them the first brand ambassadors; an extremely important role in a people-driven industry, for people who are entrusting them with one of the most anticipated moments of the year: their vacation. But that's not all. They also play a role in promoting the destinations themselves: who hasn't arrived at a hotel and discussed their planned activities with the reception staff? This dynamic is repeated on board.
According to the CLIA report, An Ocean of Opportunities, the retention rate in the cruise industry is 80%, higher than the average for the hospitality sector (70%). This is because cruise lines are committed to crew well-being; they promote a wide range of initiatives that encompass the many facets of their experience, aiming to ensure they feel fulfilled both personally and professionally.
In this final chapter, training is a key element, as it facilitates not only staying up-to-date with advancements in their own area of expertise, but also acquiring new skills and knowledge that propel crew members to take the next step in their professional careers. Similarly, companies offer career development plans focused on maximizing the potential of their teams.
In a sector like ours, characterized by its innovative, pioneering, and growing nature, the coming years promise to be exciting from a talent perspective. On the one hand, there will be an increasing demand for professionals with green skills; professionals who, for example, possess the knowledge and dexterity necessary to safely operate technologies associated with new fuels.
And, on the other hand, the debut of new ships will imply the need to attract professionals with diverse training to fill the more than 400 different jobs that can exist on a cruise ship.
In this regard, the sector must reach out even more to students; promoting initiatives that open a window to a (still largely) unknown world and inspire them. For our part, we have developed "All Aboard!", a project framed within this desire to spark interest among young people. Its implementation in Santa Cruz de Tenerife, in partnership with the Port Authority and MSC Cruises, earned it special recognition at the last edition of the Cruise Excellence Awards.
Let's continue to invest in talent; because crew members are the heart and soul of our industry.
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