How Emma became an award-winning cruise specialist with Travel Counsellors

When Emma Otter joined Travel Counsellors in 2017, she never imagined her love of cruise would eventually lead to industry awards and a role as one of our dedicated Cruise Ambassadors.

Now recognised as TTG's Cruise Travel Agent of the Year 2024 and Cruise Trade News' Homeworking Cruise Star of 2025, Emma has built a reputation as a leading cruise specialist. While her success is the result of years of hard work and dedication, Emma says the supplier relationships, training opportunities and community at Travel Counsellors helped her turn a personal passion into a thriving specialism.

Finding a passion for cruise

Travel has been part of Emma's life since she joined a high street travel agency as a trainee at just 17 years old. After more than 25 years in the industry, she joined Travel Counsellors in 2017 after taking time out to start a family.

Like many Travel Counsellors, Emma wanted the freedom to build a business around the areas of travel she was most passionate about. For her, that passion quickly became cruise.

"Since my first family cruise in 2018, I've been completely hooked," Emma says. "I love the variety, the value customers get from a cruise holiday and the loyalty that cruise customers often show."

Building a cruise specialism

While Emma's passion for cruise came naturally, she says the support available through Travel Counsellors played a key role in helping her develop the expertise and confidence needed to specialise.

A turning point came when she attended CLIA in Southampton.

"That was when I really started to think about specialising in cruise," she explains. "It opened my eyes to the opportunities available and introduced me to people who were already building successful cruise businesses."

From there, Emma immersed herself in the training opportunities available through Travel Counsellors, building relationships with cruise suppliers and developing her knowledge across different cruise lines and products.

"The support made it easy to specialise," she says. "There were so many opportunities to learn, connect with cruise lines and build my expertise."

The power of supplier relationships

For Emma, one of the most valuable aspects of selling cruise is the close relationship Travel Counsellors has with its cruise partners.

"When you're selling cruise, supplier support is incredibly important," she explains. "Having access to training, updates and strong relationships with the cruise lines helps you stay informed and deliver the best possible advice to customers."

As a member of CLIA and someone who has trained with numerous cruise brands, Emma is passionate about keeping her knowledge up to date.

"Cruise is always evolving. There are new ships, new itineraries and new experiences launching all the time, so it's important to keep learning."

Travel Counsellors also invests in helping cruise specialists stay informed and connected. New Travel Counsellors receive complimentary CLIA membership, alongside access to regular supplier events, training opportunities and educational experiences across the cruise sector. We share regular updates through our dedicated Cruise Hub and weekly TSeaTV broadcast.

For those looking to grow their knowledge of one of the industry's fastest-growing sectors, complimentary Expedition Cruise Network membership provides specialist training, insights and access to a community of expedition cruise experts.

Supported by a community of experts

Today, Emma is one of Travel Counsellors' dedicated Cruise Ambassadors, helping other Travel Counsellors grow their confidence and expertise in cruise.

She believes the wider Travel Counsellors community is one of the company's greatest strengths. "There's always someone willing to share knowledge or help with a question. Whether it's advice from another Cruise Ambassador, support from a supplier partner or ideas from the wider community, you're never on your own."

Emma also values the technology available through Travel Counsellors. From tailor-made cruise itineraries and pre- and post-cruise stays to flights, transfers and touring, the platform makes it easier to bring complex trips together in one place, helping her spend more time with customers and less time on administration.

Award-winning success

Alongside her industry awards, Emma's dedication to cruise has helped her become a Gold Travel Counsellor, placing her among the top Travel Counsellors globally.

For Emma, however, the most rewarding part remains helping customers discover a style of holiday she genuinely loves herself.

"I love matching customers to the right cruise and seeing how much they enjoy the experience. It's incredibly rewarding when they come back wanting to book their next one."

Where could your travel experience take you?

When Emma joined Travel Counsellors, she brought years of industry experience and a passion for creating exceptional holidays. What Travel Counsellors gave her was the freedom to specialise, the support to keep developing and the tools to grow a successful business around something she genuinely loves.

If Emma's story has inspired you and you'd like to learn more about building a travel business with Travel Counsellors, why not join one of our upcoming Discovery events? Register here.