Direct Promotions to Clients Shared with Agents via Princess’ POLAR

(updated December 30, 2009)

Princess Cruises’ POLAR Online booking platform now enables travel agents to see what special offers Princess has directly mailed or e-mailed to their clients. But at least one cruise seller doesn’t think its enough to offset the harm to the agency’s relationships with its clients that may be caused by the direct offers.

“I don’t think that showing agents the specials is going to help,” said Nancy F. Yoffe, of a South Carolina Cruise Planners. “There is no doubt in my mind that the cruise lines are aggressively marketing directly to clients in order to circumvent the travel agent.”

“Of course, they will deny it,” she added. “But the proof is in their actions.”

Yoffe pointed out that when cruise lines market directly to the customer, the cruise line’s 800 number is always most prominently displayed. Only in small letters will a client find the “or call you local travel agent” message, Yoffe said.

“People think if they call the cruise line directly they will get a better deal… It’s a mindset.”

Yoffe added that if the cruise lines value agents the way they claim to do, the marketing would be exactly the opposite of what it is, with the “Call your local travel agent” message upfront and center.

Donna Johnson, president of Texas-based Red Bird Travel Plus, told Travel Market Report that she believes the new POLAR capability showing agents the exclusive offers their clients received is Princess’ response to travel agents concerns about the direct mailings.

“The move by Princess to let us see all the offers mailed to ‘our’ clients on POLAR Online is probably in response to agents ‘outrage over the mailings.”

Johnson also agreed the tool is not particularly helpful. “These suppliers must think we have a lot of time on our hands to expect us to navigate each of their complicated Web sites and agent programs… Most agencies just have time to make the sales because of staff reductions due to the economy.”

Yoffe also told TMR she thinks the new tool is Princess’ response to agents’ concern over direct mailings, but added she believes if the company can cut its distribution expenses by encouraging direct bookings, it will do just that.

When asked if the new tool was related to many travel sellers concern regarding its direct mailing campaigns Princess Cruises responded, “Direct mail to passengers is something we have been doing for a long time, but our goal is for these pieces to drive passengers to their travel agent to book. Our commitment is to give travel agents tools to help them build their business and new POLAR Online features are meant to help do just that — whether group functionality, sales reports, etc. We also listen to feedback from agents in terms of what tools they’d like to see in POLAR, and some of the new functionality we’re introducing is as a result of these suggestions.”

According to Princess, the new capability, called “Exclusive Offers,” allows agents to personalize their approach to each client by having access to all of the promotions for which they are eligible.

Agents can search for a passenger in POLAR Online, using their member number or phone number. The search results display all special offers made directly to that client within the past 90 days, and will feature a PDF copy of each mailing that agents can view.

“For the first time, travel agents are able to easily view all the different offers that have been delivered to each of their clients,” said Jan Swartz, Princess Cruises executive vice president of sales, marketing and customer service. “With this new POLAR Online feature, our travel partners will be able to easily look up each of their customers and see exactly what special rates or discounts we’ve offered to them, and use this information to assist with bookings or to help spur sales.”

The direct offers to clients do not include the agent’s contact information, only a generic “Or call your travel agent,” message.

For more information on the new feature, agents can visit www.onesourcecruises.com or they can call the Princess Cruises travel agent customer service department at (800) 421-1700.

What do you think? Please send your comments to editor@travelmarketreport.com.