Myths
Common preconceptions about cruising may be turning some clients off. Dispelling these myths can persuade them that a cruise is the right choice.
Cruising is for older travellers
The average age of cruise passengers is coming down. Different cruiselines target different demographics, and some ships’ facilities are designed to attract younger passengers, such as 10-pin bowling, climbing walls and even Nintendo Wii duels.
Royal Caribbean International regional vice-president, commercial director EMEA Sarah Newman said: “The average age on our ships is 42. Mention the Flowrider and ice-rink and ask what age group they think they are aimed at.”
You spend all your time on the ship
Cruises are designed to allow passengers as much time ashore as possible, sailing at night and waking up in a new port. There are organised excursions, or passengers can explore alone.
Ocean Village head of marketing Gill Hayes said: “Focus on the shore-based activities clients can do such as bike tours and swimming with dolphins.”
Cruising is expensive
As well as budget brand easyCruise, prices of traditional cruises are dropping. P&O Cruises head of brand marketing Philip Price said: “You can have two weeks on the Oriana for under £1,000 per person, including food, accommodation, entertainment and a new destination every day.”
I’ll get seasick
Modern ships are well stabilised but if you are concerned choose a big ship and a cabin on a lower deck in the centre of the ship, where there is less movement, and cruise more sheltered sea areas such as the Baltic and Adriatic, which don’t have big Atlantic swells.
Attracting repeat customers
Once bitten, cruise customers are keen to book again.
- Recommend unusual destinations. Try Hurtigruten for Antarctica and Star Cruises for Asia
- Keep them up to date with new facilities, new ships and new routes
- Recommend luxury options for special occasions such as anniversaries etc
- Suggest a river cruise or an extension to a cruise for a different experience
Get proper training
You will sell more effectively if you know what you’re talking about. Detailed knowledge will help you identify the right cruise for each customer. Visit our dedicated cruise page for the latest information.
There are also many online training courses to choose from, so get clicking. Visit the Association of Cruise Experts site (cruiseexperts.org) for the Understanding Cruise programme, a great introduction for beginners.
- TWacademy has two courses on cruiseline Hurtigruten, and a cruise quiz to test your knowledge and ship recognition skills…
Market your expertise
There’s no point gaining all this knowledge if your clients don’t know you’ve got it. Make sure you promote the fact you’re a cruise specialist. Here are our tips.
Start your campaign
Look at what marketing resources are available to you. Are you in contact with local or national media who can help with advertising? Identify key selling periods and create your campaign accordingly.
Use the web
Make sure your website is easy to navigate – it’s one of the first places clients will look for more information. Norwegian Cruise Line regional sales manager Martin Maclaren said: “Produce regular e-blasts and mailers that highlight your cruise incentives.”
Build your database
Create a booking history of your customers, advises MSC Cruises northwest regional sales manager Ian Whitehead.
“Make sure you have accurate notes on clients’ email addresses, birthdays, anniversaries, and where they have previously travelled – this way you can tailor-make your messages to them.”