Agents have been urged to learn more about cruise calling points as they were told the “destination is key” when it comes to selling packages to first-time cruisers.
Attendees at Advantage Travel Partnership’s annual cruise conference were told knowledge of ports of call would help boost sales.
Speaking on a panel moderated by Clia UK & Ireland managing director Andy Harmer, Louise Craddock, sales manager at Oceania Cruises, said it should be simple to convert non-cruisers into cruise lovers as long as the destination is the focus of the sale.
More: Clia chair doubles down on cruise sector prediction for 2023
“I think it is quite easy to shift people to cruise, all you have to do is ask questions to find out what they are looking for from a holiday, do they like to dress up in the evenings, is food important to them, and then qualify the information,” she said.
“Then, say ‘from everything you have told me, I think you would like…’ and choose the cruise that is right for them.
“Ask customers to keep an open mind and go through the itinerary carefully. The destination is key so go into all the benefits of that holiday and then present them with the price and they will be shocked at how much they can get for their money.”
Charlotte Brailsford, If Only’s head of sales for the south, echoed Craddock’s opinion, and said it was key to focus on the land-based activities cruise passengers can do during their voyage.
She also emphasised the importance of showing off the destination and leaving the cruise element to the end of the sale, and recommended avoiding using a picture of a ship to pitch a holiday to people who have not yet cruised.
“It’s not about tricking customers into a cruise holiday, but also don’t put a ship on the front cover of a brochure – it is about the destination,” she said.
Brad Bennetts, head of sales and business development at APT, told agents the “destination sells itself”, so they must be knowledgeable when pitching a river cruise holiday.
“It is about selling the destination first and then going forward.”
Andrew Schweitzer, business relationship lead at Explorer Journeys, said agents gaining knowledge and sharing that with customers was fundamental for the brand to attract clients ahead of its first ship launch in May 2023.
“We see yet to cruise customers as really important and we are targeting those passengers. We rely on agents so we need you to use us, ask questions and use training tools.
He added: “There are no bad cruise lines, it’s about finding the right cruise for your customer.”