Travel agents’ cruise websites should be easy to use and deliver on what they promise, according to two of the leading UK retailers.
A panel of agents debated the merits of having a recognisable URL in an agents’ panel debate at the UK Cruise Convention in Southampton last week.
They said although owning cruises.com or cruise.co.uk was a benefit any visitors would be immediately put off if the website did not live up to its billing.
Sukie Rapal, head of marketing at cruise.co.uk, warned agents their sites shouldn’t be “all fur coat and no knickers”.
“The information has got to be relevant, it’s got to be clear. If you haven’t got relevant information that the consumer is looking for there’s no point.”
Cruise118 founder and director James Cole passed on advice from one of his mentors. “It might not be politically correct but he says ‘always be kind to the dumb and the blind’.
“Do not make it complicated and make sure that you can navigate around the site,” he said.
Julia Lo-Bue Said, Advantage leisure director, said agents must make sure they have cruise content on their website and make it clear they are selling cruise.
“A lot of agents have spent a fortune on online advertising and a lot want traffic but are not willing to invest, however, you can still do very well online without huge budgets.”