| Journal: TWUK | Section: |
| Title: | Issue Date: 08/05/00 |
| Author: | Page Number: 62 |
| Copyright: Other |
O’Reilly enlists agent help to sell capacity
Passenger manager creates new trade focus
IRISH Ferries will be directing its efforts toward the trade this year as part of its commitment to persuade agents of the value of ferry bookings.New UK passenger manager Daragh O’Reilly said ferry bookings are not high on the agenda with many agents, who believe they demand a lot of time and energy for little reward.
“I want to change that perception,” said O’Reilly, who was promoted from his role as UK sales manager last month following Victor Williams’ decision to retire and return to Dublin.
O’Reilly joined the ferry company in February last year, having been with Europcar in Dublin.
“We have spent a lot of time training our reservation agents so a booking can be made very quickly and we believe in paying agents fair commission for their support,” he said.
“Also, the products we offer make a relationship very rewarding. We believe that a passenger’s holiday begins when they step on board our vessels. And if the client is having a good time, that will reflect well on the agent.”
To win agents’ support, Irish Ferries holds regular fam trips – nearly 300 agents went to Ireland with the ferry operator in the first three months of this year alone.
O’Reilly said he tries to take them one way on the Dublin Swift fast ferry, with the other crossing on a traditional car ferry so they experience both products.
In addition, Irish Ferries sent out 20,000 copies of the third module of its training programme at the start of May.
The programme, launched last year, is designed to help retailers sell Ireland as a destination first, with Irish Ferries as the transport link second. A fourth module will be ready by the end of the summer. After that, the programme will be updated and start again.
“No agency has refused to take it,” O’Reilly said. “Agents like the idea that we are not using it just to sell Irish Ferries.”
O’Reilly has taken over the top UK job at what he believes is a dynamic time in Irish Ferries’ development.
By the time its newest ship, Ulysses, is delivered at the end of the year, to enter service on the Dublin-Holyhead route next spring (see Factfile), the ferry operator will have spent £300m over five years on new vessels and upgrading port facilities.
Ulysses will replace Isle of Inishmore and operate alongside Irish Ferries’ fast ferry, Dublin Swift, which entered service last July on the Dublin-Holyhead route. The firm also operates the Isle of Inishfree between Pembroke and Rosslare.
“We are pleased with bookings this year but the market is booking later and later, making it very difficult to predict what is happening.”
While Irish Ferries keeps a wary eye on rival Stena Line, O’Reilly said the main competition at the moment is coming from the airlines.
“They are our biggest threat, which is why our decision to opt for transparent prices based on a car plus one passenger instead of the car plus five formula has been so important,” he said.
“It allows passengers to compare ferry and air like for like and also agents like it because it is easier to explain to customers.”
Irish ferries update by Jane Archer
Destination focus: Irish Ferries aims to generate interest in Ireland as adestinationChanges: O’Reilly
Factfile
ulysses
On-board design: interior will be designed in the style of modern-day cruise ships with natural woods, stones, marble and high ceilings to give a feeling of spaciousness. The ship is claimed to be the first in the world to have an external lift with views of the sea.