This year’s National Cruise Week takes place from September 20 to 27, and the Association of Cruise Experts (ACE) is encouraging its 3,000-plus agency members to hold an event or run a promotion to highlight the exceptional value and experience provided by a cruise.
National Cruise Week will also feature in national consumer media to endorse ACE agents to the public and encourage them to book a cruise with an agent.
A record 1.5 million Brits took a cruise last year, with 83% of them booking through an agent. The more agents know about cruise, the more they sell.
National Cruise Week has been designed to get more of us excited about these fantastic cruise holidays. Use these tips to encourage customers to choose a cruise, and increase your confidence and sales.
Improve your knowledge
Don’t just start the courses on the ACE website – complete them. From the basics through to advanced, the courses will improve your cruise knowledge and, in turn, your confidence to talk, sell and enjoy cruising.
Use the resources and special National Cruise Week pages of the site to learn about offers, promotions and find out what support is available.
Communicate the message
Your customers need to know what’s going on. We have targeted the national and local press, but you have your customer details, which is a direct link. Send them information and make it interesting.
Our information is generic, but you can be specific, ensuring you cater to their needs. Put some effort into it and see the rewards pay off with committed and impressed customers who trust your recommendations.
Know it, love it, tell it, sell it
If you have not been on a cruise, book yourself on a ship visit – you can do this through the ACE site.
Get to know as much as you can about the products, destinations and facilities – there is nothing like hearing someone’s personal experience.
Couple that with your professionalism and what you learn at Cruise Week, and you can make a difference and sell more cruise.
Work on your approach
People want value for money so tell them that this is what you get on a cruise.
Do a cost comparison – highlight what’s included in a cruise holiday compared with a land-based holiday. Focus on the overall experience – what other holiday offers multiple destinations, fantastic facilities, and where you unpack once?
Some people don’t realise a cruise holiday is an affordable option for them, and this is a perfect opportunity to drive this home.
Be creative
Put up your National Cruise Week posters and all the cruise publicity material you have. We want to dispel any cruising myths, and show that there is a cruise for everyone.
The best way to do this is to hold your own cruise event. There are some creative ideas on the ACE site for you to consider. What about holding your own beach party, cruise pub quiz, or getting your local spa, gym or golf club involved?
The more creative you are, the bigger the attraction. Put the event on our website and let us publicise it. For more posters to support your event, access the APOD on our site.
Don’t forget to display your ACE membership at all times as consumers are encouraged to book with an ACE-accredited agent. And tell us about your success so that we can do even more for cruise agents next year.
Useful links
- The ACE website features training and information on National Cruise Week.
- Join Travel Weekly’s Cruise Club on travelhub, our agent networking site – you can share photos and reviews of visits you have been on, and chat with other agents who sell cruise.
Debbee Dale is managing director of Debbee Dale Development. As well as working with many companies in travel, cruise, hospitality and leisure sectors, Dale is a consultant project manager, working with the Association of Cruise Experts as it awaits the arrival of director Flo Powell in October.