Selling Groups


business, both for recession-hit cruise lines and the travel agents who work with them. Carnival UK has estimated that


GROUP BUSINESS W


With recession really starting to bite and cruise commission levels on the slide, group business is more important than ever. Maria Harding asks cruise lines for tips on how to bag a bunch of bookings….


hen times are hard, go out and grab a group. For group bookings mean big


with a dedicated brochure, a team who work closely to meet organisers’ particular requirements and a programme of ship visits to show group agents and travel organisers what they have to offer,” he says. “We’ve also boosted the special


around a quarter of bookings across its P&O Cruises, Cunard Line, Seabourn Cruises and Princess Cruises brands are provided by group organisers and agents, while Fred. Olsen, recently voted 2011’s ‘Best Cruise Line for Groups’ by readers of Group Travel Organiser Magazine – says investment in developing an in-house travel department has paid rich dividends. “We set up a dedicated groups


department three years ago and it has paid off handsomely for us in terms of filling the `black hole’ between early and late sales, ” says UK marketing director Nigel Lingard. Though the average size of groups


using Olsen ships is relatively small (around 25) this suits the line as it prevents a group becoming too dominant and possibly disturbing other passengers. And Lingard finds it encouraging that more and more agents are putting together affinity groups (brought together by a common interest) rather than speculative groups (a collection of disparate individuals taking bulk space pre-booked by the agent). “We’ve really courted affinity groups


interest element of our cruises with our Flagship Golf and Vistas programmes, and this has helped attract more affinity groups, as have some music cruises, though these can have a mixed effect.” “Jazz and brass bands are not to


everybody’s taste, so we have to consider how intrusive their presence might be to passengers who are not enthusiasts. But a 2012 cruise featuring Talon, a tribute band to The Eagles, is doing very well because that type of music appeals to a large part of our customer base.” Lingard cautions that meeting the


needs of affinity groups can be a complex business, involving careful negotiation and checking that necessary facilities such as private rooms for meetings, AV and other equipment is properly organised. “There’s plenty of group business out


there but keeping it is about liaising with the cruise line to ensure the operational side runs smoothly. Making sure the logistics work can be quite challenging, as many group organisers are used to working with hotels which specialise in group business.”


"My advice to agents is to get out there and look for business from societies, special interest magazines and websites. The effort will definitely pay off"


Roger Allard, chairman of the All Leisure Group (which has Swan Hellenic, Hebridean Island Cruises and Voyages of Discovery in its stable) says group business is more important than ever in the current climate. “Business is tough this year with not


only a recession to contend with but also soaring fuel prices, natural disasters like earthquakes and volcanoes and geopolitical problems all happening at once. As ever, the travel business battles on but even cruising, its most resilient sector, is facing challenging times, so it’s time to think imaginatively, understand the customers and attract block bookings from groups where possible,” he says. “We have to be selective about the


size of groups as our ships are quite small and groups mustn’t be so big they take over, and certainly no more than 25 per cent of capacity. But within these parameters we’ll do everything we can to attract and accommodate a group, and we work closely with agents, specialist operators and group


organisers both in the UK and abroad. “My advice to agents is to get out and


look for business from societies, special interest magazines and websites. The effort will definitely pay off.”


The perks of group bookings For agents who get it right, bagging an affinity group could open up a rich seam of individual bookings above and beyond the original trip. For affinity groups can attract new-to-cruisers who – having tried a sea trip to participate in a family reunion, play golf or pursue some other special interest – will be sufficiently impressed with the cruise experience to come back for more on their own private or family holiday. That means cruise lines compete


fiercely for bookings, with perks like one free cabin for every so many sold, cabin upgrade schemes, private


From top left clockwise,: Deck sports with RCCL; a fencing lesson with Cunard; watch it on the big screen or a drink at the bar with Princess Cruises; entertainment Fred.Olsen style; ice skating show on Oasis of the Seas


www.sellinglonghaul.com • Autumn 2011 21


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36