Agents encouraged not to use age to match clients to cruises

Agents should not use age to decide which cruise to sell to their customers, cruise leaders have said.

The warning comes as industry chiefs noted that new demographics with entirely different priorities are entering the market.

Speaking on a panel of cruise sales leaders at the annual Clia Conference, Rob Coleman, vice-president for Holland America Line and Seabourn, said: “One thing that is really important for travel advisors is we are often asked what is the average age of your guests, as if that is the gateway to figure out who they should place on our ships.

“The reality is that is not the answer and not the lens that I would use for any of our brands; it’s really about personality.”

More: Clia chief urges agents to capitalise on cruise ‘land of opportunity’

He added there were other “markers” agents should use for each brand, from cultural interests to activity preferences and “curiosity”.

“When you start to look at your clients through these different lenses, it will become much easier to match them up with the right cruise experience,” he said.

Clia global president and chief executive Bud Darr said 40% of cruisers in the trade body’s latest data from member lines were Gen Z or millennials, who display different spending patterns and values to other generations.

“What we are finding is they are attracted to cruises and are willing to pay a premium for a luxury or expedition product because, unlike some older generations, they want to take their time and spend their money on experiences and authenticity,” he explained.

Darr said the industry was “evolving to meet” these preferences and encouraged agents to take advantage of “the new developing market”.

“Demand is rising and there is a whole generation of very interested younger people out there, which is really a sign of holidaymakers being ready,” he said.

Dame Irene Hays, owner of Hays Travel, said the agency was seeing “the generational issue really pay dividends” in cruise.

She said: “We now have generations of young people who have been away with their family and are now wanting to go on cruises at a much younger age. If we can get people on the cruise lines as part of the family, I really do think they will return to cruising further down the line.”

Barrhead Travel managing director Nicki Tempest-Mitchell added that the agency was seeing “real growth in the 20-to-30 bracket”, while the biggest volume still came from the 50-plus market.