River & Luxury Cruise Execs Talk Growing Your Business
by Andrew Sheivachman /Despite the relatively high cost of river and luxury cruises, the value and customer satisfaction they deliver makes them a good investment for agents and consumers alike.
This was the message from river and luxury cruise executives speaking at the recent CruiseOne and Cruises Inc. 2012 National Conference. They urged agents to get the education they need to make the most of a lucrative market.
Here’s a roundup of the executives’ key points on issues related to travel agent sales of river cruises and luxury cruises.
SELLING RIVER CRUISES
Who’s going (and why)
“Thirty percent of the people sailing our boat will be sailing with other people [whom they know], which is wonderful for business. We are also seeing guests really focus on the land portion, and that is a way for you to increase your revenue.” – Darren Dolan, director of business development, Southern Florida, Viking River Cruises
Lots of lead time required
“I guarantee river cruising is on the bucket list of all your clients. You need to address it and give it enough lead time. The ships are very small. Let’s make sure they pick a ship that is available.” – Kristin Karst, executive vice president and co-owner, AMA Waterways
The product is changing
“Our ships are becoming more sophisticated than ever. Also, we have a lot of active people on board. Our goal is to offer more variety. There used to just be one excursion per day, but now there is more freedom of choice where guests can choose from culinary or wine excursions.” – Kristin Karst, executive vice president and co-owner, AMA Waterways
Attn. travel professionals: know your stuff
“Education is definitely important if you’ve never sold a river cruise before. But once you are over that first hump, it becomes much easier. You want to be a sales consultant or travel professional. Part of what you do is help people understand what’s available to them in the marketplace.” – John Restuccia, director of national accounts, Uniworld Boutique River Cruise Collection
Understand the value
“Become more familiar with what exactly is included in the value of river cruises.” – Kristen Steele, business development manager, Globus Family of Brands
SELLING LUXURY CRUISES
Differentiating the brands
“In the cruise industry, brands are blurred. It’s really up to agents to incorporate that into your discussions with the customer, so they truly understand the difference in brands.” – Phil Devillier, director of sales, Regent Seven Seas
Far more intimate
“We have all the activities the supersize ships have, but we do it with just a thousand guests.” – Gene Shulman, district sales manager, Crystal Cruises
Why you should be selling luxury
“There is a high degree of retention when it comes to luxury, although you make a big investment time-wise. There’s the higher commissionable rate and you’re going to keep that client and retain them through the booking process. That once in a lifetime trip is popular – send them somewhere totally different. You’ll be surprised how they keep on coming back.” – John Wilson, area sales director, Silversea
For affluents, destination immersion is key
“We found that reaching new clients is about understanding what cruisers value. We talk about destination immersion for our brand, because that’s what the affluent traveler wants. We’re focusing on these longer stays, so we’re immersing them not just at the destination, but on the ship. – Carmen Corvos-Roig, director of field sales, Azamara Club Cruises
Tapping the youth market
“We’re all looking for younger clientele, and we’ve been able to do that with our all-inclusives.” – Phil Devillier, director of sales, Regent Seven Seas
Moving clients to the next level
“Do you have that client that is ready to move up to that all-inclusive voyage?” – Gene Shulman, district sales manager, Crystal Cruises
Tons of growth potential
“Twenty-two percent of our guests on board are first-time cruisers.” – Carmen Corvos-Roig, director of field sales, Azamara Club Cruises