Carnival UK sales director Giles Hawke is urging operators and agents to ensure their websites are fully bookable after securing a £55,000 booking on its P&O Cruises website.
Hawke said the booking flew in the face of belief that consumers only make low-value purchases online.
He believed it is not necessary to engage in heavy discounting even in the current climate to make a sale, and he urged more travel businesses to review their online sales strategy.
Hawke said: “The strength of online bookings show that there is confidence in our product, and that customers do not always need the lowest price, or to talk to somebody to secure the sale.
“They are prepared to make high value purchases online, and the trade should be doing everything in their power to encourage this. Not only does it free up more time to deal with other customers – it reduces the need to compromise your own earnings through negotiating the sale.
“If you don’t have an online booking function on your website – get one. You are missing out on a fantastic opportunity to grow and diversify your business.”
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