Improving agents’ product knowledge is the key to unlocking sales.
That was the main message at an e-tid breakfast briefing on the changing face of distribution, held at the ABTA Travel Convention in Barcelona.
Royal Caribbean International UK and Ireland vice president and managing director Robin Shaw and Shearings Group chief executive Denis Wormwell agreed that the role of the agent was vital in acquiring and retaining customers – and they want to work with agencies to improve and share their knowledge.
Even though his direct business is now at 12%, Shaw said the trade still had a “massive role to play in communicating the benefits of cruise”.
He added: “More of our sales are coming through the high street because of the growth in the cruise market and because multiples have got their act together and are focused on cruising.”
He said approximately 40% of bookings came through multiples, 40% through cruise specialists, and 10% through consortia and independents.
He added that the complexity of booking a cruise – even when people responded to adverts for ‘£799 cruises’ in the Sunday newspapers – meant that consumers still prefer to go through an agent when booking.
Wormwell agreed that customers may search online, but still visit an agent when booking.
“People go to agents for advice and when they want reassurance that they’ve made the right choice. Or they go to an agent looking for inspiration, so it’s important that
[agents] understand the products that are available. There’s no better way to acquire customers than through the travel trade.”
Both Shaw and Wormwell agreed there was still “a long way to go” to bring agents’ product knowledge up to date.
However, The Co-operative Travel Group managing director Mike Greenacre said it there was a “joint responsibility” between agents and partners to plug this knowledge gap.