Agents Speak Out: What Cruise Lines Get Right
by Dori SaltzmanIn the often noisy arena of travel agent-cruise line relations, the day-to-day realities of selling cruises can get lost amid the clamor.
To shed light on the matter, Travel Market Report asked cruise-selling retailers to reveal their side of the story – both positive and negative.
We asked two questions: What cruise line actions or measures most help you sell and profit from cruise sales? What cruise line actions hinder you?
In this, the first of a two-part Travel Market Report series, we look at the positives.
Agents value the basics
Ship visits, supportive relationships and marketing assistance are the cruise line services and programs that their retail partners appreciate most.
Surprisingly, few agents cited technology or online education programs as benefits that help them sell.
Cruise invitations are tops
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“Cruise lines that assist travel agents by offering fams, previews or overnight cruises are very helpful. There’s no way I’m taking a group on a ship without seeing it first. I want to see how getting on and off the ship goes. You can read it online, but it’s not the same as seeing it yourself.” – Ken Schwinn, owner, Schwinn Tours & Travel, Bonita Springs, Fla.
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“Nothing is as helpful as firsthand experience. Actually going on a cruise makes it much easier to know the product than just taking courses online.” – Fran Tabone, co-owner, Bay Travel & Tours, East Patchogue, NY
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“Most lines make it easy to see a ship with ship tours and luncheons onboard. An agent can experience the food and service, as well as see all parts of a ship. You can see if the ship is looking tired with worn carpets, cracked tiles, or fresh with gleaming bathrooms and crisp linens.” – Sunni Drisgill, BTS Cruise Center of Baltimore, Towson, MD
Relationships count for a lot
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“Rep visits are a good opportunity to go over things you’re having a problem with and things you want help with. For example, after I booked a family cruise, the next week somebody from that line was in to see if I needed anything. Just knowing they’re attuned to that is helpful.” – John S. MacCauley, president, JM Custom Cruises & Travel, Evansville, Ind.
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“I had a very good client take his whole family on a cruise for New Year’s. He was in a penthouse suite. He had a problem, and he called me beside himself; he was never going to cruise that line again. The same month a senior vice president of the line called him directly. That made me look good. That personal touch from an executive makes all the difference in the world.” – Ann-Marie Gaudet, owner, Cruise Holidays of Metro East, Ajax, Ontario, Canada
Marketing support is a big plus
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“Even though they send marketing directly to our clients, it doesn’t bother me. The marketing they do directly actually generates business for us. The commercials on TV, newspaper ads – it keeps the idea of cruising out there in the public mind, so that when they’re thinking of vacation, they’ll think cruising.” – Al Richman, CruiseOne, Hollywood, Fla.
“TV and billboard advertising is a help. When they saturate the city at the right times, it’s in front of people at the right time of year to make plans for their family vacation.” – Sunni Drisgill
“The direct marketing pieces are professionally done and those are at your disposal for free. They make it very easy to market to a great number of people. The email pieces are just as effective. Also, when a cruise line puts on everything ‘We recommend the use of a travel agent,’ that helps big time.” – John S. MacCauley
“A big one is co-oping to help us advertise, because advertising is very expensive. Co-oping helps us get the word out there. Or having a cruise night and having the DSM come support us and talk to our clients.” – Ann-Marie Gaudet
“Mailings help, and TV advertising is very helpful and brings people into the office.” – Fran Tabone
Group policies make a difference
“Group policies are very important to me; some cruise lines are much more group-friendly than others. If I’m selling XYZ cruise line, and their verandah Category C cabin is $900 if you go online; $900 if you call on the phone, and $900 if I sell it to 600 people or 200, then I’m not going to sell it – because what can I offer them? I’m a small agency and I can’t compete on giving free coach trips (if they give me a bus). I can’t compete on cutting the price, which you’re not supposed to do anyway, and which is coming out of my commission.” – Ken Schwinn
“Amenity points for groups. People don’t want to buy just a vacation anymore. They expect things to be included, such as free insurance, onboard credit, etc.” – Sunni Drisgill
Training expands the mind
“All the cruise lines have travel agent expert courses; those can be very helpful. Some have a whole section on marketing, and it does expand your mind and give you new ideas. But to be honest, I don’t always have time for them.” – Ken Schwinn
“The cruise lines offer all kinds of classes – what their itineraries are, their ships, the kind of service they offer, what makes them unique. All of that is important in terms of marketing.” – John S. MacCauley
Technology eases the way
“The cruise lines connecting to our GDS is the best thing. It’s definitely a big help having the availability of pricing 24/7. A lot of the technology is a big asset.” – Al Richman
Next time in Travel Market Report: Agents air their beefs.
