Maximise your winter-sun bookings this year with the help of experts’ advice. Katie McGonagle reports
As the nights draw in and the temperature tumbles, many of us start to dream about a burst of sunshine to keep us going through the chilly winter months – but idle fantasy is a far cry from laying down cold, hard cash.
That’s why we’ve canvassed the experts to find out how to boost your winter‑sun sales and turn your customers’ daydreams of palm‑fringed shores and piña coladas into guaranteed bookings.
Do…upsell from summer
Every summer holiday follow-up call or last-minute half-term booking is a chance to remind clients of the range of holidays you can arrange, so be sure to work your best winter-sun deals into every customer conversation and social media post. Nicola McNeish, head of sales for Celebrity Cruises, says: “Winter-sun holidays can often be a second holiday for some clients, so agents should ask clients their winter plans when making a booking for summer.
Sign up to Celebrity Central to find toolkits for European winter sun, Caribbean and holiday sailings, complete with marketing assets including eye-catching photos and videos that can be shared on social media.”
Don’t…forget classic summer destinations
Winter sun isn’t just about sweltering on a sunlounger – places that are baking hot and jam-packed in July can be far more enticing when the crowds go home and the weather mellows. Much of the Mediterranean remains dry and sunny from November to March with temperatures hovering in the high teens or low 20s.
Gary Anslow, Norwegian Cruise Line’s senior sales director for the UK and Ireland, says: “Our European destinations – which are often very busy during the high summer season – boast milder climates in winter months, meaning it’s a much more laid-back affair with shorter queues for attractions and cheaper cruise prices too.”
Do…highlight cruise as a hotel alternative
Every agent has been faced with clients who want everything on their wish list – sea view, all-inclusive drinks, choice of restaurants, kids’ clubs, water park and more, but are put off when they hear how much it’ll cost.
Keep a cruise option up your sleeve for those customers who want to go big on facilities, but not on price. “Compare your land stay quotes against cruise quotes,” advises Gemma Ashworth, international sales senior account manager for Carnival Cruise Line. “In the winter months, you may find land destinations increase prices whereas cruise prices tend to remain more consistent or even cheaper. Emphasise the ship’s amenities such as spas, pool decks, entertainment options and fine-dining experiences.”
Don’t…ignore the cruise-and-stay market
Comparing prices on land and sea will work for some, but for those with time on their hands, why choose when you can have the best of both? The selling points of cruise-and-stay holidays include longer trips and a focus on more experience-led travel.
Andy Harmer, UK & Ireland managing director for Clia, says: “Most guests add on pre and post-cruise stays, so offer them too. Many winter-sun destinations are medium or long-haul, so if travelling all that way, why not add on an extended stay?”
Do…sell the experience
Brits might be obsessed with the weather but it takes more than the lure of a little warmth to convince clients to part with their cash, so selling the whole journey is as important for winter-sun escapes as it is for any other holiday.
“It’s key to understand the motivation of your customers before you present them with options,” says Brad Bennetts, head of sales and business development for APT and Travelmarvel. “Are they interested in soaking up sun and relaxing, or are they looking to explore new, exotic cultures?
There’s a variety of product available and what is ideal for a sun-chaser might not be right for someone looking to explore and understand the country they are visiting. “By and large, river cruising offers a more immersive alternative for clients who want to experience a country in depth. River cruising in places such as Vietnam and Cambodia gives travellers the opportunity to get right to the heart of their chosen destination.”
Don’t…forget less obvious winter sports
Look beyond bestsellers such as the Caribbean and Canary Islands and there are plenty of places that fall into the winter-sun column. Consider cruise up-and-comers such as Jordan, Egypt’s Red Sea coast and Saudi Arabia’s flagship port Jeddah or King Abdul Aziz port in Dammam, which opened in January. There are sailings to the Seychelles and Sri Lanka, islands better known for fly-and-flop resorts, and safari cruises in South Africa or South America.
Oceania Cruises’ director of sales for the UK and Ireland, Louise Craddock, calls cruising “the most relaxing and stress-free way to see incredible destinations such as the Amazon and Asia.” Oceania’s ship Riviera, which underwent a refurbishment in 2022, will sail its inaugural Asia season in early 2024 following demand for ports in India, Vietnam, China, Japan, South Korea, Malaysia and the Philippines.
“Agents selling these itineraries can highlight the fact that our boutique ships provide a home-from-home ambience, and visiting multiple destinations in one voyage means they get the chance to relax and immerse themselves in these fascinating parts of the world,” adds Craddock.
Do…get vocal on value
While the cost-of-living crisis continues to bite, all evidence points to customers still prioritising travel – but the pressure is on to make sure it delivers on value and variety. According to Ambassador Cruise Line, which offers affordable no-fly cruises, avoiding the hassle of airports and additional cost of flights is key.
Head of distribution Nicola Harper says: “I would advise agent partners to advertise winter sailings using a per-night cost, as this highlights just how cost-effective a winter cruise is. For example, our world cruise leads in at just £67 per night.
“Christmas and New Year are extremely popular times to sail as guests enjoy the festive season at sea, so market these with messaging like ‘Christmas in the Canaries’ as this will encourage enquiries.”
Don’t…rule out smaller ships
While value-conscious customers might gravitate towards larger ocean-going ships that can offer lower prices, there are a host of winter-sun options that come in small packages. Consider South Pacific sailings with Windstar Cruises, which recently marked more than 35 years of operation in the region, or a small-ship twist on the classic Caribbean cruise with the new 100-passenger yacht Emerald Sakara.
Emerald Cruises’ director of trade sales Andrea Stafford says: “We often find these are suited to guests who want to experience a smaller, more-intimate ship or who may be celebrating landmark birthdays, family get-togethers and big anniversaries. We strive to deliver a product that provides unsurpassed memories, fantastic destinations and onboard experiences for these occasions.”
Top tips for selling winter sun
- Have social media posts at the ready – ideally featuring sunny destinations and eye-catching deals – so you can take advantage of rainy days or cold weather by posting them right away to capture your customers’ attention.
- For families who won’t consider a Christmas getaway, suggest February half-term instead – it will give them something to look forward to once the festivities are over, and it breaks up the long wait until Easter.
- For river cruisers who are used to Europe’s waterways but daunted by the Nile, Mekong or Amazon, check which lines they have sailed with before and suggest travelling with the same company again, if they offer a suitable itinerary – this will help the experience feel more familiar.
- Pitch sea days as an advantage – they can be a relaxed interlude in between busier days in port, and the perfect time to enjoy the ship’s facilities while soaking up sun on deck.
PICTURES: Shutterstock/Bearsky23, Iurii Dzivinsky
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