Cruiselines must broaden their distribution beyond the
trade to attract bookings from people who will not use travel
agents, according to Royal Caribbean managing director
international Susan Hooper.
Speaking at Cruise and Ferry 2005 in London, Hooper said 20% of the
population – so-called ‘explorers’ who wanted to
try new things and travel more – would not book with an
agent.
“Agents are indispensable for us. We sell a complex product,
and in many cases clients want to talk to someone, but we have also
got to recognise 20% of potential customers will not use an agent.
We have to find a new way to reach these people.”
Hooper quoted research company TripVision’s figures showing
42% of holidays are now booked via online agencies, while 35% are
booked through high-street shops.
“I’m not suggesting we cannibalise agents’
business or undercut their prices, but we must do more to increase
market penetration,” she said.