Exactly, all the prices go up when the cruise ships arrive, and then fall back when they leave, among other annoyances.
I wonder how they expect the passengers to arrive? Cozumel airport really isn’t that large. A better option would be to bring them down to Playa by bus from Cancun.
Direct (non-stop) flights to Cozumel (CZM ...
https://www.flightconnections.com/flights-to-cozumel-czm
United States is well-connected to Cozumel (CZM) with 10 airports around the country that have direct flights to the airport.