Cruise Execs Consider Your Future
by Andrew Sheivachman /Over the past decade, the emergence of the home-based agent as a force in the industry has changed how travel agents work and serve their clients.
But what do these changes mean for the future of the travel agency community? And how can agents adapt to appeal to a new generation of younger travelers?
NACTA president Ann Van Leeuwen posed these and other questions to more than half a dozen cruise line executives on hand for The Future of Cruising panel at ASTA’s recent Global Convention onboard the Norwegian Breakaway.
Here are the executives’ responses to major issues affecting cruise-selling travel agents.
Rise of the home-based agent
“The neat thing about the home-based agent is that we’ve been working with them for a long time. If you are a home-based agent and don’t know who your BDM is, I highly encourage you to try to know that person. It’s your relationship with that cruise line contact that is going to make you more successful. We treat you guys no differently than if you were a brick-and-mortar agency; we want your business” – Kimberly Smith, district sales manager, Celebrity Cruises
“The trend of the IC rising almost 350% in the last ten years, with a whole host of you having 10 years of experience, is fantastic. Also, over 50% of you are a member of a consortia or host. Hopefully you are taking advantage of marketing opportunities from them.” – Rene Spatz, manager of national accounts, Holland America Line
Are millennials the next big cruise market?
“Travel agents are definitely viable, but of course you have to make yourself important to millennials. They expect you to have the expertise they’re looking for. The internet has changed the world, but where you play a role is in the recommendation of product and selling with conviction.” – Vicki Tomasino, regional vice president of community and trade relations, Carnival Cruise Line
“Millennials are not materialistic, are concerned with sustainability and have a negative perception of cruising [for now]. They care about being connected all the time, so they need to know their connectivity options and what to expect onboard and in port when they are traveling; these are things you can bring to the table.” – Camille Olivere, senior vice president of sales, Norwegian Cruise Line
“We have to stop and think about how many of us really know who the millennial is. We are using social technology, and seeking every opportunity we have in social media to touch base with them. You have to know what makes these people tick; they are a unique audience. We all need to take a bit more time, investigate and see what millennials are seeking.” – Teresa Nix, district sales manager, Princess Cruises
“River cruises currently are not too exciting to millennials, unless they have a strong sense of wanting to know more about culture and history. Right now we focus on museums and churches. Millennials are an opportunity for us, but we have plenty of demand from boomers for river cruises.” – Randy Goodrich, sales and marketing representative, Scenic Cruises
On selling cruises today
“On any given week, almost 700,000 people board a cruise ship… but about 76% of people haven’t cruised before. What an untapped industry, and you are seeing ships get bigger. We are now the most overworked country in the world, so when you’re selling your cruise to someone you’re not selling it as a luxury; it’s a chance to get away. – Rene Spatz, Holland America Line
“Relationships are really key. If you’re not milking your own group of people, you should be. It’s a matter of getting off the iPhone and talking to people.” – Vicki Tomasino, Carnival Cruise Line