10 Ways to Earn More Money on Cruise in 2013

Want to earn a $70,000 cruise commission check this year? Selling cruises that celebrate milestones and involve multigenerational travel can make that happen, according to cruise executives.

Pro-active sales and marketing, along with forging relationships with those cruise lines that rely heavily on agents, are also among key travel agency success strategies for 2013.

Here’s a roundup of 10 success tips for travel agents, as told to Travel Market Report by cruise industry leaders.

Tip #1. Celebrate to the nines
“Celebrations and making memories are huge now. Remember the eights and the nines. When your client is turning 48, you should plant the seeds for the big 50th birthday celebration. At 49, you should have them sold on a group cruise celebration. I had the pleasure of sending a $70,000 commission check to an agent who suggested to a client that he charter a yacht for his wife’s birthday. She was the last guest to board and was astonished to find the whole yacht filled with family and friends.” – Bob Lepisto, president, SeaDream Yacht Club

Tip #2. Make the most of each transaction
“Anytime you can create a better opportunity from a single transaction, that’s the kind of win that works for everybody. For example, look at the potential to build a cruise booking into a whole multigenerational family trip. It’s more work, but a greater return because you are focused around a single departure date and a bigger block of cabins. So you get more money from a single transaction and serve the client better.” – Mark Kammerer, senior vice president, Holland America Line

Tip #3. Interpret the product
“As cruise capacity increases, agents need to grow along with us. They need to be viewed as travel experts with the knowledge consumers can’t get on the Internet. The Internet has a lot of information, but the value a travel professional brings is as a value interpreter. Consumers don’t really have the time to sort it all out.” – Vicki Freed, senior vice president-sales, trade support and service, Royal Caribbean International

Tip #4. Make those phones ring
“Keep marketing; keep getting the word out there. We suggest that our agents do callouts. When you see a special deal, agents forget you can call out [right away]. Be aggressive and make your customers’ phones ring.” – Michelle Fee, CEO, CruisePlanners

Tip #5. Stick with pro-agent lines
“Focus on those lines that emphasize travel agent relationships. Our business is 90% sourced by travel agents. The reason is we don’t sell a product that you buy off the shelf. We rely on the expertise of travel agents to explain the value of what an Oceania or Regent Seven Seas cruise is all about. It’s not a simple purchase. Without that expertise and support from our partners, we wouldn’t be here today.” – Kunal S. Kamlani, president, Prestige Cruise Holdings

Tip #6. Get to know your clients
“Everyone has a client database and everyone should know their clients – if you don’t, someone else will.” – Bob Lepisto, SeaDream

Tip #7. Develop close ties
“It’s essential that you develop a strong relationship with your clients and an understanding of their personal interests and tastes. This will enable you to match your client with the perfect vacation option – one where you’ve done the homework and studied thoroughly so that you can sell it skillfully and with confidence.” – Ellen Bettridge, president, the Americas, Silversea Cruises

Tip #8. Build your product know-how
“Get product knowledge. That’s why we offer HAL Academy, self-directed learning that helps agents build their knowledge base. Your role in selling is to know the key elements that are true about our brand and product. Be able to inform with confidence your clients who are wondering about the right cruise choice.” – Mark Kammerer, Holland America Line

Tip #9. Forge relationships for the long term
“You can’t be everything to everybody. In our own business, we don’t forge partnerships with agents who sell every brand under the sun. We cater to a specific group of folks – not spring breakers. It’s important to forge long-term partnerships. We will be in business for decades. This is not just advice for next year.” – Kunal S. Kamlani, Prestige Cruise Holdings

Tip #10. Spread the word
“Be an active seller and marketer, not an order-taker. We rely on you to promote the incredible cruise product. We can’t do much advertising, so we are very dependent on the word of mouth from agents.” – Bob Lepisto, SeaDream