Small agencies should concentrate on building high-street sales in niche markets with cruiselines who play fair with the trade, Go Cruising managing director Gary Wardrope told retailers at the Association of Cruise Experts (ACE) UK Cruise Convention last week.
Speaking during a panel discussion on consumer attitudes towards agents, he said his shop doesn’t get the deals given to big retailers, so he focuses on walk-in business, rather than the internet.
“Face to face I can engage my clients. And I am pushing my business upmarket and to different destinations. Selling Azamara Cruises, Costa in the Far East, Princess in South America, river cruising. P&O Cruises can take their 10% to Thomas Cook. I’ll go with the others.”
Wardrope said clients are promiscuous unless you can show you know what you are talking about and have something unique to sell by dynamically packaging cruises.
He added: “Serial cruisers know their stuff, but it is difficult for people to keep up with all the new ships and itineraries, so agents who can offer their knowledge and good service will do well.”
Cruise.co.uk managing director Seamus Conlon said clients will shop around unless you give them good service at the right price. He said: “Unless you exceed their expectations each time, you’ll never win their loyalty.”
Jetline Cruises director of cruise Ian Gilder said agents should win clients by selling cruising as an alternative to a land-based holiday. He said: “Cruise ships go to aspirational places and offer great value. We are order-takers, but we should be driving our businesses, not vice-versa.”