welcome I
TO SELLING CRUISING
f ever there was a time for creativity it has to be now. With tighter margins, stricter booking conditions and new payment procedures for many cruise lines agents are having their time
Cover image: Royal Caribbean International
cut out keeping their heads above water while avoiding discounting. Inside this issue of Selling Cruising we ask a group of experts for
Director/Managing Editor: Alan Orbell Editor: Jo Austin Contributors: Maria Harding, Sara Macefield, Jane Archer & Lynn Houghton Cruise Journalist: Steve Hartridge Journalists: Julie Baxter & Laura Gelder Associate Publisher: Steve Thompson Creative Director: Matt Bonner Senior Designer: Dan Franklin Designer: Anna Boultbee Production Manager: Clare Hunter Production Controller: Rachel Smith Managing Director: Martin Steady Selling Cruising is published by BMI Publishing Ltd, Suffolk House, George Street, Croydon, Surrey, CR9 1SR, UK T: 020 8649 7233 F: 020 8649 7234 E:
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"Nearly 80% of cruise bookings are made through travel agents"
JO AUSTIN EDITOR
their tips on boosting cruise sales. Beyond having a strong knowledge of ships and being able to match the client to the right cruise, the overwhelming message to agents is that you should take advantage of the benefits of social networking. This is particularly relevant when it comes to group sales as consumers with similar interests can be quickly reached through Facebook communities, Twitter and special interest websites. There's a cruise to suit everyone in this expanding market and
in this issue we give a personal review of three very different ships: the elegant Queen Elizabeth, the luxury Seabourn Quest and the stylish Celebrity Silhouette. This month's National Cruise Week is a great opportunity to
increase your sales and expand your client base so make sure your agency gets involved and above all, gets creative.
AN INDUSTRY WELCOME
National Cruise Week is nearly upon us and with heightened consumer awareness through national and regional media, the event provides a great opportunity for agents. The number of cruise holidays being sold continues to break all records and with nearly 80% of people booking through a travel agent, it’s an ideal time to work on increasing sales. National Cruise Week takes place between September 18-25 and agents up
and down the UK will join in with events, activities and promotions so I’d encourage you to ‘get onboard’ and maximise every single opportunity. Cruise lines are also supporting the event with agents being able to take advantage of a host of deals and value-added incentives. ACE is supporting members with ideas and promotional packs and will list
all events on our websites for potential customers to see. The event is all about getting people to talk about cruise and encouraging new customers. We know a cruise holiday offers exceptional value and variety – we just need to make more people aware of this great holiday choice. Adele Foster-Fitzpatrick, Head of Membership Services
www.sellinglonghaul.com • Autumn 2011 3
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