The cruise boom certainly can’t be ignored. Looking through my weekend papers, I am always encouraged by the amount of cruise editorial in the travel supplements and the pages of adverts promoting cruise holidays.
Whereas some cynics regard this as a sign of the times, I would rather view it as a beam of light. If the demand didn’t exist, then cruise would not be on the radar of travel editors, and travel agents would not invest so heavily (and it’s not cheap), in promoting the many deals available.
Cruise passengers are just like any other consumer; they want value for money, but they also want to feel like they’ve got a deal. A deal is not necessarily about getting the lowest price, but it’s about the whole purchase process, from beginning to end.
The majority of customers have a price in mind when they book their holiday. The same applies when they buy any large household item, whether it be a car, a washing machine or a new television.
What is also important is the service, and the time spent negotiating and discussing their holiday. It’s important to book the right ship, at the right time of year, in the right cabin and at a price that fits their budget, as well as providing added extras such as free car parking, on-board credit and cabin upgrades. That, in essence, is the deal – it’s not just the bottom line.
As I’m sure Sir Alan Sugar would endorse, we make no apology for rewarding success to those we work with; that’s business and we want it to continue. Agents who work with us and support us get more commission and access to special offers on selected cruises. We also give exclusive offers to smaller agents, either directly, or via the consortia head offices.
My maths teacher used to say “never assume”, and I never assume customers belong to us, or to anyone else. They will book with the agent that gives them great service, and excellent value for money.
Equally, they will travel with the cruiseline that gives them excellent value for money and a spectacular holiday experience. Agents are only as good as their last sale, and we are only as good as our last sail.