DESTINATIONS 4
“Get to know your clients’ interests”
Akvile joined Silversea in 2011 and has held various positions at the company, including a role onboard one of its expedition ships and now working as part of the global expedition development and operations team. The line has been offering luxury expeditions since 2008.
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Akvile Marozaite expedition operations manager for special projects, Silversea Cruises
Get to know the client and their interests. Guests who have previously booked safari holidays, for example, might enjoy wildlife-rich itineraries to destinations such as Antarctica, the Galápagos, the Arctic and the Kimberley coast in Australia. For those interested in different cultures,
itineraries to the west coast of Africa, the Pacific islands, South America and Indonesia hold appeal. The Russian Far East and Alaska, meanwhile,
offer extraordinary wildlife experiences, both in water and on land, as well as the chance to meet some of the most resilient communities on Earth, living in challenging and often unforgiving environments. Our new Kimberley itineraries on Silver Explorer are also popular. For guests who have reservations about
travelling by ship, I would suggest a shorter sailing. We will be offering seven-day itineraries on Silver Origin, which has been built specifically for the Galápagos and will be based there year- round, scheduled to start sailing from this June. One of the biggest mistakes when selling expedition cruising is comparing an expedition ship to a normal cruise ship. The amenities on an expedition ship extend well beyond the ship itself. The expertise of expedition staff, the number of landings, intimate wildlife encounters and exclusive shore experiences are what really form the expedition experience for guests.
travelweekly.co.uk SELLING EXPEDITION | CRUISE
“Break down the prices to highlight value”
Stephen joined Ponant as international sales director in 2008 and leads the sales team to develop new business across the world. He has been in the travel industry for 32 years, with experience working for the likes of New Frontiers and Accor Hotels.
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Stephen Winter international sales director, Ponant
Highlight the value of an expedition cruise. Sometimes the price can seem like a barrier to sales, so I often break it down to a per-day rate and show what’s included: accommodation, transport, all meals and room service, open bar, Zodiac landings, entertainment and so on. This shows the value of a cruise versus a land trip in a five-star hotel. It’s also worth spreading the net wide when
targeting new-to-cruise customers. We managed to operate about 60 cruises last summer, and 51% of our guests were newcomers. Our average age in 2020 dropped from 65 to 62 and our booking window of 12 months in 2019 reduced to seven months. There are also misconceptions about cruising that need to be challenged. There are cruises for every budget and ships of every size. Our ships are more like boutique hotels than floating cities. And with expedition cruising, there’s the privilege of going to remote places in small groups, far from the tourist crowds, where nature and wildlife dominate. Also, remember that no two expedition
cruises are alike. The conditions are constantly changing, and the crew must adapt daily, so they’re much less regimented and scheduled than standard ocean cruises.
“Target clients who aren’t necessarily cruisers”
Jonny is responsible for building relationships with luxury partners, focusing on Celebrity Cruises’ Galápagos expedition programme on Celebrity Flora and its fleet-wide suite product, The Retreat. He has worked in travel for 20 years, including seven with Celebrity Cruises.
Jonny Peat business development manager, Celebrity Cruises
We’re getting a lot of forward bookings for our expedition cruises to the Galápagos. We opened bookings for cruises through to the end of 2023 recently and we’re seeing that people are really keen to plan that once-in-a-lifetime trip. When you’re selling the region, it’s worth
targeting clients who aren’t necessarily cruisers but are looking for an adventurous holiday. We often see a real crossover with guests travelling to the Galápagos who have visited destinations such as Alaska and Australia, where they’re attracted by the wildlife and landscapes, so open up the conversation with that type of client. I travelled on Celebrity Flora and it offered a truly special experience. It’s a great trip to plan for a special birthday or anniversary, and we’re seeing more and more of that with people prioritising experiences over possessions. Also, when you’re selling an expedition cruise, take your ocean cruise hat off. Understanding how the onboard experience on an expedition cruise differs will really help. Our online training modules can help give an overview, with images and information to bring the experience to life. And remember that luxury is a word that means something different to everyone. In the expedition space, it’s not about decadence and opulence, but innovative onboard features that make the guest experience better.
20 MAY 2021 33
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