Speaking at Travel Weekly’s first Connections Luxury event this week, former Apple creative director Ken Segall explained to guests how important it was to keep a product offering simple.
Citing computers, he listed the sheer number of subtly different models offered by some manufacturers, and compared that to
Apple’s relatively limited range, which continue to be bestsellers as customers know exactly what they are getting.
This week, cruise lines and agents have joined forces for Clia’s annual Cruise Week, and it’s been really encouraging to see the activity and awareness grow year on year.
But it’s also telling that among the coverage of the sector in this week’s magazine, we have another line – this time Voyages of Discovery – explaining how it is attempting to simplify its offering to make it easier for agents and potential passengers to understand what they will get.
As All Leisure Group’s Colin Wilson points out, if agents can’t put their finger on the subtle differences between 21 different cabin types, what chance does a new-to-cruise customer have?
If the first challenge for Clia and Cruise Week was to overcome outdated perceptions of cruising, and the second was showcasing the variety of cruise product in the market, then the third must be to ensure customers – and indeed non-specialist agents – aren’t scared off by the perceived complexities.
With more lines offering all-inclusive products and changing focus from cabin types to on-board experiences, the need for change has clearly been acknowledged.
But there is still a way to go to ensure that every single agent is as comfortable selling a cruise as a land-based holiday.
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