For travel sellers, successful marketing depends on understanding the customer’s five-step journey and taking effective action at each step. A U.K. marketing consultant urges travel agents to take a fresh look at the marketing basics that will convert lookers to bookers and bookers to referrers.

How do you sell to non-cruisers in the current environment? Treat them as individuals with relevant messaging. Ditto for past cruisers. Tailor communications to their purchase history to create loyal advocates who spread the word, says a U.K.-based travel marketing consultant.