p10-11 indepth mar5 3/3/10 16:29 Page 11
ttglive.com
in-depth
ADDING VALUE. INTERNET.
‘How extras enticed passengers’
Agents: get online
CARNIVAL UK bosses are hopeful increase. “We were still using or get left behind
that the tough economic condi- onboard credit offers, but
tions of 2009, which saw cruise pricing had not fallen as low as FACEBOOK, Twitter, blogs and information
lines having to cut prices, are it had done at the start of gathering – no one can afford to ignore the
now behind them. 2009, so by the end of the year, potential of the web to attract business.
For many companies, it wasn’t we had good reasons to be “Just 10 years ago, most people looked for
just a question of discounting, optimistic about 2010.” cruise advice from travel agents or newspapers
but also of working harder and Princess Cruises UK director and magazines,” said Carnival Corporation
providing more value-added Peter Shanks said that rising chairman and chief executive Micky Arison. “Now,
offers to entice customers. competition in Southampton nearly everybody uses the internet for research.
Carnival UK commercial meant the line had to be more Few book cruises online, but any travel agent
director Nigel Esdale (right) said proactive and had also made still without that option is going to lose out.”
that onboard credits had been particularly use of value-added offers, such as free car Carnival UK chief executive David Dingle said
effective and proved to be one of the most parking, coach transfers and onboard credits. the group was seeing a clear increase in online
successful tools for closing sales. However, Carnival Cruise Lines UK business research by passengers, but direct online
“By adding £100 or £150 per person onboard managing director Lynn Narraway was less bookings were low, at around five per cent.
credit, cruises became, effectively, all-inclusive convinced. “The trouble with things like onboard Cunard president and managing director
for some passengers,” he explained. credit is that it has been overdone and people Peter Shanks said the company had embraced
“This kind of certainty about their overall hol- almost expect it to be included now,” she said. social media with its wearecunard.com
iday bill was clearly exactly what they wanted.” “We are looking at other ways to add value, blogs, attracting 20,000 hits a month, while
He reported that in the run-up to Christmas, including more pre-paid drinks packages for its Facebook page, Twitter feed and Youtube
prices had started to harden and volumes individual passengers as well as groups.” videos were also building strong followings.
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Call Qantas Holidays to book on QH Tours Ltd 020 8222 9121
1299112991 Qantas TTG Advert March.indd 1Qantas TTG Advert March.indd 1 22/02/201022/02/2010 17:09:1617:09:16
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