WINTER SUN
From far left: Red Sea beach, Egypt; Emerald Azzurra in Dubrovnik;
Travelmarvel’s Apsara on the Mekong
way to see incredible destinations such as the Amazon and Asia.” Oceania’s ship Riviera, which underwent a refurbishment in 2022, will sail its inaugural Asia season in early 2024 following demand for ports in India, Vietnam, China, Japan, South Korea, Malaysia and the Philippines. “Agents selling these itineraries can
highlight the fact that our boutique ships provide a home-from-home ambience, and visiting multiple destinations in one voyage means they get the chance to relax and immerse themselves in these fascinating parts of the world,” adds Craddock.
DO . . . GET VOCAL ON VALUE While the cost-of-living crisis
continues to bite, all evidence points to customers still prioritising travel – but the pressure is on to make sure it delivers on value and variety. According to Ambassador Cruise
Line, which offers affordable no-fly cruises, avoiding the hassle of airports and additional cost of flights is key. Head of distribution Nicola Harper says: “I would advise agent partners to advertise winter sailings using a per-night cost, as this highlights just how cost-effective a winter cruise is.
travelweekly.co.uk/cruise
For example, our world cruise leads in at just £67 per night. “Christmas and New Year are extremely popular times to sail as guests enjoy the festive season at sea, so market these with messaging like ‘Christmas in the Canaries’ as this will encourage enquiries.”
DON’T . . . RULE OUT SMALLER SHIPS While value-conscious
customers might gravitate towards larger ocean-going ships that can offer lower prices, there are a host of winter-sun options that come in small packages. Consider South Pacific sailings with Windstar Cruises, which recently marked more than 35 years of operation in the region, or a small-ship twist on the classic Caribbean cruise with the new 100-passenger yacht Emerald Sakara. Emerald Cruises’ director of trade
sales Andrea Stafford says: “We often find these are suited to guests who want to experience a smaller, more-intimate ship or who may be celebrating landmark birthdays, family get-togethers and big anniversaries. We strive to deliver a product that provides unsurpassed memories, fantastic destinations and onboard experiences for these occasions.”
Top tips for selling winter sun
O Have social media posts at the ready – ideally featuring sunny destinations and eye-catching deals – so you can take advantage of rainy days or cold weather by posting them right away to capture your customers’ attention.
O For families who won’t consider a Christmas getaway, suggest February half-term instead – it will give them something to look forward to once the festivities are over, and it breaks up the long wait until Easter.
O For river cruisers who are used to Europe’s waterways but daunted by the Nile, Mekong or Amazon, check which lines they have sailed with before and suggest travelling with the same company again, if they offer a suitable itinerary – this will help the experience feel more familiar.
O Pitch sea days as an advantage – they can be a relaxed interlude in between busier days in port, and the perfect time to enjoy the ship’s facilities while soaking up sun on deck.
September 2023 45
PICTURES: SHUTTERSTOCK/BEARSKY23, IURII DZIVINSKYI
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