Last summer, Norwegian Cruise Line (NCL), working with Accessible Travel, hosted its first ship visit just for people with a disability (pictured).
It was a huge success. The Gloucester-based agency took 30 wheelchair users to Dover to see Norwegian Jewel and half of them booked a cruise as a result.
NCL sales director Nick Wilkinson, one of the panellists on a Travel Weekly discussion about disabled facilities on cruise ships last year, said: “It was excellent. The people who came to see the ship were amazed we had laid on a visit just for them, and we made sure we were able to answer their questions.”
The visit, one of two last year, was part of a focused attempt by NCL’s UK office to pick up sales from people with disabilities. It believes they make up a niche market of some 2.5 million travellers that agents are not properly aware of.
NCL has worked closely with Accessible Travel to try to understand the needs of disabled people. The company’s managing director, Andy Wright, is a wheelchair user, so is able to speak with authority.
In NCL’s 2010/11 brochure there is a page outlining some of the facilities available to passengers with limited mobility, poor eyesight or hearing, as well as those with diabetes, in need of oxygen or on special diets.
Finally, this summer, a new training module will launch on NCLU (NCL University), the cruiseline’s travel agent training programme, focusing specifically on facilities for passengers with a disability.
Wilkinson said: “While we were researching this market, the message we heard loud and clear was that disabled people wanted a segment in the brochure so they knew what we could offer.
“They also wanted detailed information, such as the height of toilets and sinks, the dimensions of stateroom doors, whether there are grab rails in the bathroom, whether there are low-level mirrors, so we have been working to make sure we can provide this information.
“It’s all about training and communications. It’s something the US already does well. Now all cruiselines in the UK are working to cater for this market.”
Princess Cruises head of brand marketing Pieter van der Schee, another of last year’s round-table panellists, said it is important for agents to understand that people have different levels of disability, and know how best to look after them when making a booking.
For instance, visually-impaired passengers might have safety issues to cope with, but don’t need a bigger cabin, while those in a wheelchair need to know from the outset that there is a wheelchair-accessible cabin available on their chosen cruise, and what it offers.
Van der Schee said: “We have a dedicated department in the UK to help and advise clients and agents about disabled access. They don’t always know everything, but they can easily find out.
“More disabled people are cruising because cruiselines cater well for them. Princess has more than 300 wheelchair-accessible staterooms across the fleet, and our policy is to make sure the ships are open and accessible to everyone.”
Accessible Travel general manager Ali Parker said getting detailed information from cruiselines about disabled facilities used to be a “nightmare”, but most have now recognised the potential for sales in this market.
Parker said: “We now have an excellent database. It means we can get the clients’ requirements, and advise on the best ships.”
She said shore excursions are also now much more geared up to cope with disabled people. “Five years ago, they didn’t even bother asking disabled people if they wanted to get off the ship. Now cruiselines tell disabled passengers in advance about port accessibility, and whether coaches adapted for wheelchair users will be available,” she said.
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