Theme Cruises Can Be Profitable Antidote to NCFs, Low Pricing

No matter where your clients’ interests lie, there is most likely a theme cruise out there to match their passions. What’s more, affinity travel typically costs more, therefore bringing greater revenue opportunities to travel sellers. Now, one travel seller has started a Web site to help agents tap into this trend.

There are two ways agents can take advantage of the growing theme cruise trend. First, agents can create and operate their own theme cruises.

“It’s amazing how many people know someone or [about] a subject matter they could conceivably build a theme cruise around,” Howard S. Moses, president of The Cruise Authority, told Travel Market Report.

Moses said that in difficult business environments theme cruises (the private ones operated by agencies) are a product with which rebating never occurs. It’s actually the opposite, he said.

“We typically mark up our cruises beyond the regular commission, plus we earn significant sums from private insurance, pre/post packages and shore excursions. These cruises, done right, can be immensely profitable,” he said.

However, operating your own theme cruise requires a lot of time and effort, so for agents who don’t want to take that route, they can research what theme cruises are out there and sell their clients onto those sailings, earning a normal commission (almost all agencies that operate theme cruises pay commissions to other agents who book clients on the cruise).

How do agents find out about theme cruises? They can, of course, check out the sites of the major cruise lines, but this isn’t necessarily the best way.

“Some of the cruise lines really embrace this concept [theme cruises]” Moses said, mentioning MSC Cruises, Crystal, Silversea and Regent Seven Seas. “However, most cruise lines do a horrible job promoting their own theme cruises.”

Realizing that there was no real platform, not only for agencies or cruise lines to promote their theme cruise, but also for agents to find theme cruises appropriate for their clients, Moses launched www.themecruisefinder.com.

The Web site, which never references Moses’ travel agency, is designed as a place for agencies to promote their own theme cruises, as well as for consumers and agents to research theme cruises currently taking bookings. There is no fee to list themed cruises on the site.

“We wanted to give the agency community a way to reach out to potential guests who might be interested in various themes,” Moses said.

A Sampling of Themed Cruises

For agents with classically-minded clients, a new music theme cruise has entered the market. Symphonic Voyages will present a robust classical music festival on board the Jan. 3, 2011 sailing of the Celebrity Mercury from Baltimore to the eastern Caribbean.

Clients will enjoy performances by professional symphony orchestra, chamber music recitals, lectures and discussions, film screenings and opportunities to participate in informal music making.

The roster of featured artists includes violinist Cho-Liang Lin, soprano Susan Lorette Dunn, composer-in-residence Alex Shapiro, and conductor Larry Rachleff.

IATA and CLIA member agencies are welcome to make bookings on the cruise and will receive 10% commission on the full retail price of all bookings. Prices range from $1,800 to $5,500 pp, based on double occupancy.

To book on behalf of clients, agents can visit www.symphonicvoyages.com or call (800) 970-SAIL. They will be prompted to enter their name and IATA or CLIA number during the checkout process.

Other themed cruises currently listed on www.themecruisefinder.com:

The Food Network Iron Chef Competition at Sea – Features Cat Cora and enable Food Network fans to actively participate in the competition. Aug. 22 on Celebrity Cruises.

National Review Post-Election Cruise – Guests of National Review will enjoy informative seminars and extensive interaction with guest speakers, as well as mingling with fellow conservatives at social events. Cruise includes cocktail receptions, evening cigar and cognac smokers, dinners together, group excursions, and seminar sessions. Nov. 14 on Holland America Line.

Bon Appetit Magazine Travel Series – Hosted by Kurt Gutenbrunner, this sailing provides guests with the chance to enjoy private events with the guest chef including interactive cooking demonstrations. Oct. 9 on Regent Seven Seas Cruises.

Air Supply – This cruise is for fans of the band Air Supply and features Christopher Cross and John Waite. Oct. 31 on Royal Caribbean.