Knowledge, training and a passion for the product can convert a cruise enthusiast into an expert. Jackie David reports
News from the Passenger Shipping Association that the UK cruise market expanded 11% in 2007 is proof that the sector is offering unprecedented opportunities – for existing agents to boost sales, and for new entrants to gain a foothold.
The number of travel professionals looking to specialise in sea-faring holidays is also likely to increase with the lure of the higher wages and job mobility that cruise offers.
According to AA Appointments’ 2008 Salary Forecast, wages for cruise reservation staff in London went up by 10.5% last year and by 15% in the Midlands and south Wales.
But it’s not just about the money – specialising in cruise can be a way out of retail, said Association of Cruise Experts director of business development Andy Harmer.
“The UK is an important hub, so there are opportunities to move to cruiselines’ head offices – and they’re not all based in London.”
What’s behind the growth in cruise is a broadening of the offering and changing attitudes. “There was a perception that cruise was very formal and only for the older generation, but gradually that is changing. Now there are different cruise ships for all market needs,” said Hurtigruten head of commercial Kathryn Beadle.
Such diversity means there should be something for everyone but this can present its own dangers. “The key is to sell the right cruise to the right person,” said Beadle. “There is nothing worse than being stuck on a cruiseliner for two weeks if it’s not the holiday for you.”
Harmer agrees: “The main reason training is so important is the breadth of product available. Our cruiseline members have vessels that can hold anything between
70 to 5,000 passengers and there is such a wide variety of ships, itineraries and ports of call and some destinations, such as Alaska, cannot be sold as land-based trips.”
Thomas Cook urges agents to know their customers, and which cruiselines best suit their needs and budgets, by holding knowledge of everything from type of cruise, ship size, destinations and ports of call and facilities on board.
Luckily, whether you’re new to cruise or a well-seasoned expert, operators are staunch supporters of the training ethic and now deliver it via a variety of platforms such as Hurtigruten’s online training at TWacademy and Star Clippers’ training presentations, which are available on request.
Training is not only important to enable you to sell more, it’s great for your CV and as a marketing tool, said Harmer.
ACE’s Cruise Expert Status is rapidly becoming a trusted consumer brand. Harmer said: “We are getting feedback that customers are looking for the brand. We had a call from a consumer saying they would only ever book through an ACE-accredited agent.”
So, you’ve started selling cruise, how do you go about boosting sales?
Try introducing the idea to customers – even if they have never considered it as an option. One way of doing this is to offer it as an extra, said Star Clippers sales executive Kelly Brooks.
“Offer your clients a cruise as an add-on to extend their trip, for example a city break to Rome extended with a cruise on board Royal Clipper from Rome visiting Capri and the Amalfi Coast,” she said.
Many consumers disregard cruise because they think it will be too expensive. Royal Caribbean Cruise Line training manager Dave Chidley said promoting the cost per day could leave customers pleasantly surprised.
“Our prices change every day – always hold an option to secure the price. And identify opportunities such as dance clubs, health clubs, golf courses and spas where the leisure experiences people enjoy in their free time are available on cruises,” he said.
Beadle added it’s not always about discount. “You can add value by, for example, including a taxi to take them to the ship,” she said. Such add-ons can also help you make your mark in the high street.
Tips from Travel Weekly Cruise Club members
Cruise Club 2007 members offer some pointers on how to win customers, boost sales and raise your profile as a cruise expert.
Do your research and you’ll be surprised how quickly you can get up to speed and start making bookings.
Use your existing client base, many of them will convert to cruise with very little effort.
“now your product and know your client. Get the match wrong and they’ll never cruise again, get it right and they’ll keep cruising and booking with you.”
Andrew Winstanley, americas4u.com (click4cruise)
Join ACE – its training will take anybody from beginner to expert and give them confidence to sell.
Managing your database is also good business practice; look for opportunities with local organisations to work with to promote cruise holidays.
It’s essential to experience cruise yourself, nothing beats the real thing for training.
Andrew Fox, homeworker, Future Travel
Understand the market, get as much training and as many ship visits as you can and join ACE.
If someone comes in asking for a brochure engage them in conversation, perhaps offer cruise an alternative.
Display brochures prominently and put special offers in the window and on your website. Know the different cruiselines and the products they offer.”
Alan Haynes, owner, Ultimate Destinations
- Look out for Cruise Club 2008 later in the month.