CRUISE DEBATE
“We are supporting the trade with more training and new technology which provides detailed information on our customer database”
FRANCIS RILEY
VP and General Manager Norwegian Cruise Line "Our overall business in
Europe is up in volume, which is not really surprising as we’ve increased capacity here by 40% this year. "However, with Costa Concordia and
answers to their clients’ questions. "Plus, we are also adapting our
product to market conditions; selling longer cruises is more challenging in the current climate, so we are offering more short options for 2013 and stepping up capacity on northern sailings in light of growing demand.”
PETER SHANKS President Cunard Line “We are filling our ships
but have had to work very hard to do so this year and have seen the booking curve move later, partly because of problems with the economy and partly because of Costa Concordia, which paused the entire market, so everything was pushed back. However, the last eight weeks have brought a rally in bookings and the new Vantage Fares aim to keep the momentum going into 2013. "We’re also seeing more confidence
from agents in selling our products, as they now only have one price to deal with, not a variety according to demand, regionality and special offers; this has reduced the `shopping around’ which confused both agents and customers.
"Carnival UK brands cut commission
levels to five per cent about 16 months ago and although some agents still complain about this, we have built relationships with new and existing partners who can earn more than five per cent if they produce volume – and those earnings are guaranteed as they weren’t in the past, when price competition meant commission often had to be given away to get bookings. "At the same time, we are supporting the trade with more training and new technology which provides much more detailed information on our customer database, their tastes and spending patterns, so that agents can be more targeted in their marketing."
the recession we’ve had to take a hit on pricing and react quickly to agents’ feedback – for example by turning two- or three-day sales into seven-day initiatives, so agents have time to get them going. "But offers have stimulated the
market and we have created trade incentives on the back of consumer promotions. "Two trade campaigns offering bonus commission to agents reaching target volumes – 'Spring into Action' around Easter and 'Going for Gold' in June and July – were particularly successful this year and brought in 20% growth from the UK. "We are mainly B2B in the UK, so our main effort goes into building trade relationships;. That’s why we launched Partners First in May. "For Norwegian Cruise Line, growth will be all about supporting the travel trade and differentiating ourselves from the rest of the industry."
ROGER ALLARD Chairman, All Leisure Group (owner of Voyages of Discovery, Swan
Hellenic and Hebridean Island Cruises) "It’s a difficult year and the market is moving towards later booking, so we are adding value for passengers booking higher grade accommodation on our 2013 cruises by including a range of perks like car transfers to port or airport, and travel insurance. "We’ve always believed in looking after early bookers, but now we will be more proactive with the trade about it. "We’re also bringing out our own
version of Vantage Fares and will be upfront about the differences between advance booking and last-minute offers, stressing that late deals are limited and don’t include perks like transfers, gratuities or insurance. "We want to set out our stall clearly
from the start so that agents and clients know where they stand.”
Learn more on cruise...
www.sellinglonghaul.com • September 2012 13
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