| Journal: TWUK | Section: |
| Title: | Issue Date: 25/09/00 |
| Author: | Page Number: 52 |
| Copyright: Other |
Revenue update
Agents urged to target premium-class market
Upgrading clients offers the chance to earn extra commission on ferry bookings
TRAVEL agents are missing the chance to make more money out of ferry bookings by ignoring opportunities to upgrade clients to thepremium-class products offered by most operators.
These generally include either Club Class lounges or Club cabins, although P&O Portsmouth and Brittany Ferries offer both on some of their crossings.
Ferry operators agree that the top-of-the-range cabins fill quickly – Brittany said some frequent travellers book 12 months in advance to secure the right cabin on its Plymouth-Santander route – but only a small number of sales for upgraded products come through the trade.
Fjord Line sales and marketing director Mike Wood said: “Agents don’t sell our four and five-star cabins, bookings come direct from customers who have seen the product and know what they want.
“There is a perception among agents that they can’t make any money from selling ferry travel but our top-grade cabins cost £224 per person one way in peak periods.
“That is an extra £450 one way, which is worth £45 in commission.”
He added: “There is not enough understanding of what clients want or awareness of the product.”
Wood said he could sell the top cabins three times over in the peak periods: “If we had the space on the ship, we would have a separate Club lounge. “I am sure it would be popular,” he said.
P&O Portsmouth head of passenger sales and marketing Paul Barringer said the ferry operator is increasing its agents training to try to raise awareness of the Club product.
“Sales through the trade are reasonable but there is room for improvement,” he added.
Barringer said the Le Havre route attracts some business traffic but the Club lounge and cabins mainly attract leisure travellers who want to upgrade.
“Club cabins sell very well on the Spanish route,” he added. “They fill up early because it is a long crossing.”
DFDS: the Commodore cabin service is offered on various routes