Agents wanting to break into cruise need to take a few risks, but it is possible to become established in the sector, travel agents told delegates at the UK Cruise Convention.
James Cole, founder of fast growing agency Cruise118, said: “We took a little bit of a gamble setting up a new business and starting in a recession.
“We decided to take the plunge, we knew that the cruise industry was growing but we also knew we wanted to do something different, not just compete on price.
“It was about focus, putting together a plan and just implementing it and being absolutely passionate.”
Cole, who had previously run The Cruise Store when at Thomas Cook, said that did mean the lines knew him. “That got us in the door very quickly, but you are only as good as your last month’s sales.”
Cruise118 has had a meteoric rise to prominence since being established around 18 months ago, winning a succession of awards and accolades including Ace agency of the year at the cruise convention.
As well as the main site, it operates sailfromuk.com, alaskaonly.com and sixstarcruises.co.uk for niche markets.
The agent has also taken out full ship charters with Fred Olsen for two years running, operating cruises for the Irish market, and sold them out at full brochure price on both occasions.
Sukie Rapal, cruise.co.uk head of marketing, said: “Over the last four or five years there are lots of agents who have come into cruise; it’s about differentiating yourself.
“You need to take a few risks to get in there, use all the different channels, come up with ideas and cruise lines will support you.”
Julia Lo-Bue Said, Advantage leisure director, said: “There is a feeling that cruise just come to your door but you have to invest. A lot of agents who are not in the market in a big way have a huge opportunity in an area that’s gorwing.”