As I said, I've been doing this for a very long time and we sell travel insurance to approximately 40% of the trips.
That is an amazingly low number. Perhaps it needs to be a harder sell to make people understand it is imperative
to insure their trips.
They should be told, in no uncertain terms, that if an insurable event occurs, without it they are certainly on the hook for the lost expenses, and have no right
to expect the cruise lines (or travel supplier) to then "act in good faith" and give them their money back because of their "unique circumstances" that cause them to cancel the trip, or get ill, etc.