NEWS for record booking figures in peaks. Samantha Mayling reports from Albufeira, Portugal


Catriona Parsons


Parsons hails ‘incredible’ upturn in cruise bookings


H


Natasha Marson


ays Travel’s head of cruise said IG members’ cruise sales over the past year had been “simply incredible”. At last year’s Hays IG overseas conference,


Catriona Parsons told delegates that cruise was a “sleeping giant” for members and called for a focus on the sector. At this year’s conference, she said: “Last year, I asked


about sleeping giants; the results are simply incredible but this is just the beginning. You really got behind cruising and lots of sleeping giants have come into their own.” The proportion of IG members selling cruise has risen


from 82% to 84% and Parsons urged them to continue their focus as cruise lines invest and expand the market. “It is the fastest-growing part of the holiday market,” she


said. “No other holiday can match it for value for money.” Last year saw the launch of 27 ships, and trends show


many customers are booking longer durations, spending more and choosing ‘bucket-list’ itineraries. Jonathon Woodall-Johnston said the cruise market


was forecast to grow by 36% over the next three years and repeat booking rates were “fantastic”. Parsons advised agents to learn more about ships and


destinations as “the choice is endless”. She said the commission rates that Hays IG gets from


cruise lines make the sector “even more profitable for you”. “Customers will come back. If you are not selling


‘Avoid discounting to boost profits’


Hays Travel Independence Group members were urged to curb discounting and increase their profit margins to boost their bottom line. Jonathon Woodall-Johnston cautioned members against rounding


prices down to discount holidays and advised them to sell more ancillary products and insurance. “Small marginal changes make big differences to the bottom line,” he


said, advising agent members to target a profit margin of 11%. He urged them to support the “right suppliers” that offer enhanced


commission rates and to avoid “initiating” talk of discounts in marketing. “Sell yourself on service, do not undercut yourself,” he said. “Ask yourself, do you need to price match? Focus on the product mix,


and use supplier promo codes.” He said one Hays IG member who had diversified into cruise had


transformed their business, adding: “Customers who book long-haul or cruise generally book with an agent.”


Jo Rzymowska


(left) and Dame Irene Hays


cruise, someone else will be,” she told delegates. The conference also heard from Jo Rzymowska,


Celebrity Cruises’ EMEA vice-president and managing director, who said this year’s wave booking season had been “phenomenal”. Mandy Burrie, Celebrity Cruises’ strategic account


manager, and her colleague Jess Trickett, regional sales manager for the northeast and northwest, said the line was seeing more customers spending higher amounts and there was “incredible demand” for European cruises. MSC Cruises national account manager Alyshia Bartlett


and regional sales manager Karen Spencer also talked to delegates about sales opportunities, training and incentives, and highlighted the line’s 17-strong agency support team.


Agents urged to sell touring and adventure “Customers, coming out of


Hays Travel Independence Group members were encouraged to sell more touring and adventure holidays to help boost their profitability. This year’s overseas conference


heard how the sector had gone from “strength to strength” since the pandemic, according to Claire Gibson, head of commercial at Hays Travel. She said margins and profit


per passenger were “very good”, while suppliers offered “great” commission rates. “It is a fantastic product to sell,”


she told delegates. travelweekly.co.uk


Covid, are looking for adventure and touring. It is one of the fastest- growing and in-demand products.” She showed a video produced


by the Association of Touring & Adventure Suppliers (Atas) showcasing the diversity of holidays in the sector. Gibson explained how Atas can support agents and dispel myths about the sector. She said about 76% of clients


for touring and adventure holidays are aged over 50, “appear to be less affected” by cost-of-living concerns and “still want to see the world”.


16 MARCH 2023 11


PICTURES: James Yarrow


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