Fitting the Client to the Cruise

Like any vacation or trip, hitting the high seas—or maybe a rushing river—is loaded with the potential for fun, adventure and lasting memories.

Disappointment, economic strain and other unexpected stresses, however, are also possible outcomes.

While there are certainly no guarantees, skilled travel agents take measures help match their clients with the right cruise experience.

“It certainly helps if they know where they want to go and if they have realistic expectations on the cost versus their anticipations,” said Jonette Shepherd, general manager of Unique Travel of Palm Beach in Delray, Fla. “And if they are traveling with others, know what they like and what makes them happy. If kids and grandkids are involved, find out what they like to do.”

Jason Armstrong, a CruiseOne franchisee in Spokane, Wash., agrees that a general focus or vision from the client is key to get things moving in the right direction.

“I’ve had clients ask for information on New England cruises, followed by Caribbean, Trans-Atlantic and Alaska cruises,” said Armstrong. “They didn’t really know where they wanted to go, and ended up going nowhere.”

Start off strong
Agencies like Ensemble-affiliated agency Viking Travel Company even make a point to set up an initial conference call or appointment with clients that includes over 20 core questions to help establish an understanding of clients’ interests and expectations.

This useful information helps make the planning process as productive and successful as possible, according to Laura Lukasik, a manager and luxury travel advisor at Viking in Chicago.

“We explain to them that the more information that they can provide, the better fit we are to recommend options to them,” she said of the Q&A session.

Travel industry expertise has to come from the agent, even if a client is convinced he’s already an expert.

“One of the greatest benefits of a travel professional is their knowledge of what makes each cruise line unique,” Armstrong said. “Once I understand a client’s hopes and wishes for a vacation I can suggest a cruise line that best suits their interests and circumstances.”

Product knowledge is a must
Product knowledge is more important than it has ever been before, especially now that cruise lines have worked in recent years to differentiate their individual brand identities from their competitors.

Clients look to agents to guide them through the noise of so many brands and options to find the perfect fit.

“Product knowledge is essential,” said Suzy Collyer, a manager at Connection to Cruise Travel in Redlands, Calif.

Her colleague Marly Aballi, who has more than 30 years of experience couldn’t agree more.

“Qualifying your clients with the questions and conversation will help you to determine which cruise would best fit their preferences,” said Aballi, owner of Connection to Cruise Travel. “Being aware of offers can add value to their cruise and may help me to close the sale.”

Agent knows best
Beware of clients who are first-time cruisers. They may not be prepared for agent advice that runs contrary to their opinion.

“Going with the first cruise line a client mentions may be a mistake, if they don’t really understand why that line appeals to them,” CruiseOne’s Armstrong said. “If they are just looking for the lowest price they likely don’t understand all that contributes to a great vacation value.”

In addition, Shepherd of Unique Travel says that considering the size of the ship and passenger capacity are vital. A failure to do so may result in an unhappy traveler.

Sell yourself
As for agents? They too can make mistakes of their own.

“First of all, it is a big mistake not to sell yourself and the company first,” Viking’s Lukasik said. “Prior to going into the qualification process we explain to the client the expertise we bring to the table, our fee structure and a time line of when we will be getting back to them with a quote so there are no surprises.”

She added: “It is very important that a follow-up call and questionnaire be sent or e-mailed to the client so that the trust builds for the future.”