Staying Bullish in a Bear
MARKET
Economic uncertainty, the Costa Concordia disaster and the Eurozone crisis have made 2012 an annus horribilis for the cruise sector. Maria Harding asks key figures for their views on surviving it - and what they’re doing for agents…
JO RZWYMOWSKA Associate VP General Manager, RCI Cruise Ltd "This has been a
challenging year but there are positive trends, notably a late summer demand for sunshine holidays after a wet start to the season – and the cruise sector has been innovative with clever offers and marketing campaigns which reinforce the great value and experiences on offer. "Creative awareness campaigns will continue for our brands this autumn and we will stay focused on giving trade partners and their clients solid
Main: RCI's H2O zone; Top right: P&O Oceana in the Caribbean; Top left: FloRider on RCI; Bottom right: NCL's Mandara Spa
12 September 2012 •
www.sellinglonghaul.com
offers with genuine appeal. For example, our Royal Caribbean International’s child savings offer aimed at the growing family cruise market. "We’re also making it fun for agents to interact with our brands, with trade initiatives like Royal Caribbean's 'Skate Off' and Celebrity Cruises’ `Masterchef’ competition, which was so successful we’re repeating it in 2013. "And we are keeping ourselves at the
forefront of agents’ minds with high- value booking incentives like shopping vouchers, in-store exclusive events, `treats’ like Champagne and chocolates, and the chance to win cruises. "Our investment in training has also not wavered. We have launched new modules to keep agents up to speed with latest developments such as our
fleet refurbishments and new marketing campaigns. Good training is vital; travel agents who refresh their training are able to sell our cruises for higher prices and get more repeat business than those who do not”.
CAROL MARLOW Managing Director P&O Cruises “At difficult times we
need to re-establish and enhance our passengers’ trust in our brand, so, in conjunction with Cunard Line, for sailings from April 2013 we have introduced Vantage Pricing early- booking incentives, backed up with a price promise to clients that if the Vantage fare they paid is later reduced they will get an upgrade or onboard
credit to the value of the reduction. "This responds to client feedback and helps get business in earlier by guaranteeing good deals for early bookers. Early bookers also get advantages such as10% deposits, the exact departure and cabin they want, and added-value offers like free car parking or UK coach transfers (not available to last-minute bookers). "It is true that offering credits will
affect onboard revenues, but the initiative means we can get bookings in up front at a good price. "There has been a good reaction
from the agents we are supporting with joint promotions, more online training and an updated, more dynamic database. We also offer an `Ask CCS’ resource to help agents to find instant
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