ASPIRE ROUND-TABLE
family price or create a diary of what a family cruise would look like. “It is easy for me to explain the differences between, say, all-inclusive in Mauritius and Spain – if there’s a price difference I could explain it very easily. Wouldn’t it be great if you could fully explain that for a cruise and know exactly what there is? “The teenage area on a cruise I went on was unbelievable and the teenagers clearly loved the freedom. Considering most parents have no idea what to do with teenagers, if cruise lines shouted about what they offer for them they could blow everyone else out of the water.” Lynn Narraway pointed out that there are plenty of opportunities for children but that there was a job to do to ensure agents knew.
“In Alaska the shore excursions the kids can do are amazing, and we have had offers such as ‘kids for a pound’ in the summer,” she said. “The teenager area is adult-free and they love it because they can sign themselves in and out, they have their own pool and hammocks etc. “We need to talk about all those things and then at the very end the fact that this is a ship comes in. “Perception is improving but agents need to be able to tell the story of what’s included on this type of holiday.”
LOYAL FAMILIES
Families are the most loyal customers – if everything goes smoothly. According to Amanda Matthews, the family market is more nervous than the general market when it comes to safe destinations and they do worry more. “If you look after family clients, they will come back and are worth their
weight in gold,” she said. “But you need the right meals on the plane, the right room, the right destination. “If you get it right, they will stay loyal and tell their friends. We get the majority of our business through referrals. Families are more loyal
Families are more loyal than couples as you get to know their children and what they like
than couples as you get to know their children and what they like. “It’s important to ask for feedback and then, as they get older, you’ll know what they are looking for.”
Getting it right depends on knowing the client well, according to John Sullivan: “For some of us, we want to not see a lot of our family on holiday; for others, they want to be together all day. So agents need to know which the family in front of them prefers and get it right, or they won’t come back.” Knowledge is vital to make sure the whole holiday is smooth. Lynn Narraway said: “With this luxury sector you have to know everything and do the training courses. The luxury traveller expects a level of expertise that leaves nothing to chance – so if you specialise and learn, the rewards are great.”
42 — aspire june 2016
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