ISLAND Cruises is pinning its hopes for future sales growth on agents by increasing commission and doubling its regional sales team.
The cruiseline has introduced a tiered commission structure, which offers preferential terms to key partners for the first time. It has also divided the UK into five regions, including Northern Ireland and the Republic of Ireland, which now have a dedicated sales manager.
A new commercial deal has been struck with agent superpower Triton and a call centre is opening in Salford Quays this week, increasing sales support from seven to 31 employees.
Director of sales Leslie Peden said previously only a handful of agents were earning above base-level commission, regardless of how much revenue they created, but a more structured system was required as the cruiseline’s distribution evolved.
“With our new ship having arrived in March, I wanted to ensure we had the resources for the natural evolution in our distribution. The focus is now very much in the regions, giving cruise specialists, multiples and consortia the support they need,” Peden said.
The UK-branded cruiseline, which markets itself as relaxing, friendly and informal, more than doubled its capacity when Island Star was launched.
Peden said, the trade was becoming more aware of Island Cruises.
“A lot of agents realise Island Cruises can help them encourage first-time cruisers and get younger people on their databases,” he said.
The cruiseline hopes to increase its group and incentive travel business. Up to 400 agents will be invited to Palma for a ship visit in the next 12 months.
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