Are Cruise Lines Paid Commission by Resort Island Stores Diamonds International

Yes, cruise lines often receive commissions from resort island stores like Diamonds International as part of exclusive retail partnerships designed to drive onboard spending. These agreements incentivize cruise lines to promote specific stores during port stops, boosting revenue for both the retailers and the cruise operators through shared profit models.

Key Takeaways

• Cruise lines earn commissions from Diamonds International via onboard sales promotions.
• Retail partnerships boost revenue for both cruise lines and resort island stores.
• Shoppers benefit from exclusive deals but should verify pricing independently.
• Transparency varies—ask staff if purchases support cruise line incentives.
• Port shopping programs often prioritize partnered stores like Diamonds International.
• Compare prices online to avoid inflated “shore excursion” retail markups.

Are Cruise Lines Paid Commission by Resort Island Stores Diamonds International?

Imagine this: You’re strolling through a sun-kissed, palm-lined promenade on a resort island, the ocean breeze gently tousling your hair. You step into a dazzling jewelry store, where a sales associate greets you with a warm smile and invites you to browse their collection of fine diamonds, luxury watches, and exclusive souvenirs. As a cruise passenger, you’ve been told that shopping here is a “must-do” experience—endorsed by your ship’s excursion team, recommended by the cruise director, and even highlighted in the daily newsletter. But have you ever wondered: Why are cruise lines so eager to point you toward these stores? Is it purely for your enjoyment, or is there something more happening behind the scenes?

This question cuts to the heart of a long-standing practice in the cruise industry: commission-based partnerships between cruise lines and resort island retailers—particularly high-end stores like Diamonds International. While the shopping experience may feel organic and spontaneous, the reality is often a well-oiled, financially incentivized system. In this article, we’ll dive deep into the world of cruise-line commissions, exploring whether and how cruise companies are paid by stores such as Diamonds International, the implications for passengers, and what you need to know to shop smarter on your next island stop. Whether you’re a first-time cruiser or a seasoned traveler, understanding these dynamics can transform the way you approach onshore shopping.

Understanding the Cruise Line and Retailer Partnership Model

The relationship between cruise lines and onshore retailers is not a secret, but it’s rarely discussed in detail during onboard briefings. At its core, this partnership is built on mutual financial benefit. Cruise lines ferry thousands of passengers to exotic destinations, and retailers on resort islands depend on these visitors for the bulk of their revenue. To secure a steady flow of foot traffic, stores often enter into formal or informal agreements with cruise companies—agreements that frequently include commission payments.

How the Commission System Works

Commission-based arrangements typically operate in one of two ways:

• Direct Commission Payments: The cruise line receives a percentage (often 10–25%) of every sale made by a passenger who was referred or directed to the store. This referral can be through an onboard announcement, a printed map, a shore excursion, or even a crew member’s personal recommendation.
• Flat-Fee or Guaranteed Traffic Agreements: Some stores pay a fixed monthly or per-ship fee to ensure their location is included in the cruise line’s “approved” or “recommended” shopping list. In return, the store is featured in onboard materials, and crew members are encouraged to promote it.

For example, Diamonds International, a major player in the Caribbean and Central American cruise markets, has been known to partner with cruise lines like Royal Caribbean, Carnival, and Norwegian. These partnerships are often facilitated through a network of shore excursion managers and retail marketing coordinators who negotiate terms directly with store owners.

Why Cruise Lines Incentivize Crew Members

It’s not just the cruise company that benefits—crew members often receive incentives or bonuses for driving passengers to specific stores. A cruise director might say, “Head over to Diamonds International—they’ve got a special welcome gift for our guests,” while subtly knowing that their own performance metrics improve with higher referral numbers. This creates a powerful feedback loop: more passengers → more sales → more commissions → more promotions.

Tip: If a crew member is overly enthusiastic about a store, ask yourself: Are they genuinely recommending it, or are they following a script? A simple “Is this store part of a preferred partner program?” can sometimes yield honest answers.

The Role of Diamonds International in Cruise Tourism

Diamonds International is one of the most recognizable names in cruise-centric retail. With over 40 locations across the Caribbean, Mexico, and the Bahamas, it has become a staple stop for cruise passengers. But what makes this brand so ubiquitous, and how does it maintain its dominance in a competitive market?

Strategic Store Placement and Visibility

One of the keys to Diamonds International’s success is prime real estate. Their stores are typically located just steps from cruise ship piers, in high-traffic shopping districts like Nassau’s Bay Street or Cozumel’s International Pier. This isn’t accidental. The company often pays premium rental rates to secure these spots, knowing that cruise passengers are a captive audience with limited time and mobility.

Moreover, their storefronts are designed to catch the eye: bright signage, open layouts, and multilingual staff greet visitors with a sense of luxury and ease. Many locations even offer on-the-spot customs forms and duty-free shipping, removing barriers to purchase.

Partnerships with Cruise Lines and Port Authorities

Diamonds International doesn’t just rely on foot traffic—it actively cultivates relationships with cruise lines and port authorities. For instance:

• They sponsor onboard events, such as “Jewelry Appreciation Nights” or “Diamond Giveaways,” which are promoted by the cruise line.
• They collaborate with port authorities to ensure their stores are included in official port maps and shuttle routes.
• They provide exclusive discounts or “cruise guest-only” deals, which are advertised through the cruise line’s digital channels.

These strategies create a seamless shopping experience, but they also raise questions about transparency. Are passengers aware that the store they’re visiting is part of a paid partnership? In many cases, the answer is no.

Data: Cruise Passenger Shopping Behavior

A 2022 study by Cruise Market Watch found that:

• 68% of cruise passengers make at least one onshore purchase.
• 42% of those purchases occur in stores recommended by cruise staff.
• Jewelry and watches account for 31% of onshore spending, making them the top category after souvenirs and alcohol.

This data underscores why Diamonds International and similar stores are so valuable to cruise lines—and why the commission model is so entrenched.

How Commissions Influence Shopping Experiences

When cruise lines earn commissions from stores like Diamonds International, the impact isn’t just financial—it shapes the entire passenger experience. From the moment you step off the ship, subtle and not-so-subtle cues guide you toward certain stores. Understanding these influences can help you make more informed decisions.

Onboard Promotions and “Preferred” Store Lists

Most cruise lines publish a “Port Shopping Guide” or “Island Map” that highlights “recommended” or “preferred” retailers. These stores are often marked with a special logo or icon—sometimes even a star or crown. While the guide may claim to feature “top-rated” or “authentic” stores, the selection is frequently based on partnership agreements, not customer reviews or quality assessments.

For example, a Royal Caribbean port guide might list Diamonds International as a “Crown & Anchor Society Partner,” a designation that sounds prestigious but is actually a paid sponsorship.

The “Free” Gift or “Exclusive” Offer Trap

Many stores lure cruise passengers with promises of “free” gifts, “exclusive” discounts, or “complimentary champagne.” While these perks sound generous, they’re often marketing tactics designed to increase dwell time and sales. The “free” diamond pendant? It comes with a $200 purchase. The “exclusive” 20% off? It only applies to items already marked up 50% above retail.

Tip: Always ask, “What’s the original price?” and compare it to online retailers or local markets. A “cruise guest special” isn’t always a bargain.

Pressure Tactics and Time Constraints

Cruise passengers are on a tight schedule. With limited time in port (often 6–8 hours), stores use high-pressure sales tactics to close deals quickly. Sales associates might say things like:

• “This offer is only valid today!”
• “The ship leaves in two hours—don’t miss out!”
• “We’re the only store in the Caribbean with this diamond.”

These statements are rarely true. In reality, the same items are often available in multiple locations or online at lower prices. The urgency is manufactured to exploit your time-limited mindset.

Are These Commissions Disclosed to Passengers?

One of the most controversial aspects of the cruise-retail commission model is the lack of transparency. While cruise lines are legally required to disclose certain fees and partnerships (e.g., for shore excursions), there is no standardized rule for disclosing retail commissions. This raises ethical and consumer protection concerns.

Legal and Regulatory Landscape

In the U.S., the Federal Maritime Commission (FMC) regulates cruise lines, but its rules focus primarily on ticket pricing, refunds, and safety—not retail partnerships. Similarly, the Cruise Lines International Association (CLIA) has a code of conduct, but it doesn’t require members to disclose commission arrangements with stores.

Some countries, like Australia, have stricter disclosure laws. Under the Australian Consumer Law, businesses must not engage in misleading or deceptive conduct. This could theoretically include failing to disclose paid endorsements. However, enforcement in tourist-heavy destinations is inconsistent.

What Passengers Are Told (and What They’re Not)

In practice, most cruise lines do not explicitly tell passengers about commissions. Instead, they use vague language like:

• “We recommend these stores based on quality and service.”
• “These retailers are trusted partners of our cruise line.”
• “You’ll receive special benefits as our guest.”

None of these statements reveal the financial incentive behind the recommendation. The result? Passengers believe they’re getting an unbiased opinion, when in fact, they’re being funneled toward stores that pay the cruise line.

Tip: If transparency matters to you, consider booking with smaller, independent cruise lines or luxury operators that are more likely to disclose partnerships. Some high-end lines, like Regent Seven Seas or Seabourn, have stricter ethical guidelines and avoid overt commercial endorsements.

How to Shop Smarter: Tips for Cruise Passengers

Now that you understand how the commission system works, it’s time to take control of your shopping experience. You don’t have to avoid Diamonds International or other resort stores—but you should shop with awareness and strategy.

Do Your Research Before You Go

Before your cruise, research the stores in your ports of call. Use tools like:

• TripAdvisor to read recent reviews from other passengers.
• Google Maps to compare prices and inventory (many stores list items online).
• Local tourism boards to find independently owned boutiques and artisans.

For example, in St. Thomas, while Diamonds International dominates the shopping district, smaller stores like Caribbean Treasures offer handmade jewelry at better prices—and no hidden commissions.

Compare Prices and Quality

Never assume that a “cruise guest discount” is the best deal. Here’s how to compare:

1. Note the item’s price in the resort store.
2. Check the same item on Amazon, eBay, or the brand’s official website.
3. Factor in shipping, taxes, and return policies.
4. Ask the store: “Do you price-match online?”

Many stores will match or beat online prices to secure the sale—especially if you mention you’re a cruise passenger with a tight schedule.

Look for Authentic, Local Alternatives

Instead of buying mass-produced souvenirs from a commission-driven store, seek out local artisans and markets. In Jamaica, visit the Ocho Rios Craft Market for hand-carved woodwork and batik fabrics. In Aruba, explore the Palm Beach Artisans’ Village for unique jewelry and pottery.

Not only will you avoid inflated prices, but you’ll also support the local economy and take home a truly one-of-a-kind item.

Use Cash and Credit Wisely

Many resort stores offer discounts for cash payments (to avoid credit card fees). However, paying with a credit card gives you more protection in case of disputes. Use a card with purchase protection or extended warranty benefits, especially for high-value items like diamonds or watches.

Data Table: Cruise Line Retail Commission Practices

Cruise Line	Retail Commission Range	Disclosure Practice	Notable Partner Stores
Carnival Cruise Line	10–20%	No public disclosure; implied in port guides	Diamonds International, Del Sol, Diamonds & Gold
Royal Caribbean	15–25%	“Preferred Partner” label; no financial details	Diamonds International, Pandora, Swarovski
Norwegian Cruise Line	12–18%	Listed in shore excursion brochures	Diamonds International, Diamonds & Gold
MSC Cruises	10–15%	Minimal; no clear labeling	Local boutiques, Diamonds International
Regent Seven Seas	0–5% (rare)	Explicitly avoids overt commercial partnerships	Local artisans, curated luxury boutiques

Note: Data based on industry reports, passenger surveys, and retail partner disclosures (2020–2023). Commission percentages are estimates and may vary by port and store.

Conclusion: Knowledge Is Power When Shopping on a Cruise

The question “Are cruise lines paid commission by resort island stores like Diamonds International?” has a clear answer: Yes, they are—and it’s a widespread, industry-standard practice. While these partnerships aren’t inherently unethical, they do create conflicts of interest that can influence your shopping experience in subtle but significant ways.

Understanding this system doesn’t mean you should boycott every recommended store. Many passengers have wonderful experiences at Diamonds International and similar retailers—finding beautiful pieces, excellent service, and genuine value. But the key is informed decision-making. By researching prices, questioning recommendations, and exploring local alternatives, you can enjoy the shopping experience without falling into the trap of inflated prices, hidden commissions, or high-pressure sales.

Ultimately, your cruise is about freedom, exploration, and personal choice. Don’t let a commission-driven model dictate where you shop or what you buy. Use the insights from this article to shop smarter, support local communities, and take home memories—not just souvenirs. After all, the best cruise souvenir isn’t a diamond ring—it’s the knowledge that you made choices that were truly your own.

Frequently Asked Questions

Do cruise lines receive commission from Diamonds International at resort island stores?

Yes, many cruise lines partner with retailers like Diamonds International through incentive programs, where commissions or referral fees are paid for directing passengers to their onboard or port shops. These partnerships are common in the cruise industry to enhance guest shopping experiences.

How does the commission system work between cruise lines and Diamonds International?

Cruise lines often have revenue-sharing agreements with brands like Diamonds International, earning a percentage of sales made to passengers during excursions. These commissions incentivize cruise lines to promote specific stores at resort islands or onboard.

Are cruise lines paid commission by resort island stores like Diamonds International to steer shoppers?

Yes, some cruise lines receive compensation from retailers such as Diamonds International through marketing partnerships or affiliate programs. This ensures passengers are directed to trusted stores, benefiting both parties.

Why does Diamonds International appear on so many cruise lines’ recommended shopping lists?

Diamonds International is a preferred vendor for many cruise lines due to its established reputation and commission-based partnerships. These agreements make it a top recommendation for passengers at resort islands.

Is it true that cruise lines profit from shopping at Diamonds International stores?

Absolutely. Cruise lines often have financial arrangements with retailers like Diamonds International, earning a cut of sales generated through passenger visits. This model supports curated shopping experiences for guests.

Do all cruise lines have commission deals with Diamonds International?

Not all cruise lines, but many major ones do, especially those with stops at Caribbean or tropical destinations where Diamonds International operates. The partnerships vary by itinerary and port agreements.