How to Sell Cruises. Overview

Transcription

1 How to Sell Cruises Overview Cruising continues to be the fastest growing segment of the travel industry, consistently ranking as one of the most satisfying vacations for your money. A recent CLIA survey indicated that 91% of first-time cruisers said they would go on a second cruise within a year. In 1970, about 500,000 people experienced a luxury cruise. In 1980, the number of cruises jumped to 1.3 million. By 1990, that number increased threefold to 3.7 million. In fact, over 10 million Americans went on a cruise in 2005 and that number has continue to increase steadily since over the past years since then. The Value of a Cruise Cruising is one of the greatest travel values for your clients. Guests are able to enjoy several destinations without having to unpack at each new town. Cruises also include meals and onboard entertainment. OutsideAgentLink.com has established preferred supplier relationships with many cruise lines representing each of the cruise categories described in this section. Selling preferred suppliers products provides an even greater earning potential, as well as increased benefits for you and your clients. Refer to your Preferred Supplier Guide for a comprehensive list and profile of each preferred vendor. Categories of Cruises A cruise rating system doesn t actually exist and it is a subjective exercise, not to mention a difficult one, to attempt to categorize one particular cruise line over another. Each vendor constantly adjusts its offerings to fit the ever-changing demands of the customer. Although the industry is a dynamic one, we are going to attempt to list the various categories of cruise experiences. The categories are: o Standard/Budget o First Class o Premium o Deluxe o Boutique Deluxe Products o Alternative Cruise Options o Expedition Cruises o River Cruises o Barging o Sailing Ships

2 Standard/Budget Standard or budget cruising obviously provides the most economical cruise product on the market. A typical budget cruise offers adequate service, entertainment and dining, but on cruise ships that tend to be somewhat seasoned. These budget cruises are usually acceptable for first-time cruisers and experienced cruise enthusiasts who are content with a little less glitz and glamour. First Class First class cruising represents a lower-priced, mid-range product with nice dining and entertainment on very well maintained ships. These ships are geared to the mass market with products and price ranges appealing to basically every demographic in the population. Most of the main cruise lines and suppliers fall in this category. Examples would be: Norwegian Cruise Line, Royal Caribbean Cruise Line, Carnival, Princess, Disney. Premium These above-average products cater to those who demand a bit more, but still fall shore of the deluxe category. As a result, you will find a more upscale passenger mix onboard. These products are generally more expensive than the previous two but they do not necessarily represent any less value for the experience they deliver. They may offer greater comforts such as a more sophisticated dining experience and higher service standard. Examples of this type of cruise line would be Holland America and Celebrity Cruise Lines. Deluxe Deluxe lines offer a very high caliber in overall passenger comfort, dining and service. The entertainment varies, but is generally comparable to premium lines. Deluxe cruises are more expensive, however, and appeal to sophisticated and experienced travelers demanding a bit more attention to detail. Crewmembers are usually well trained Europeans. Examples of deluxe lines include Radisson Seven Seas, Crystal and Cunard. Boutique Deluxe Products A number of upscale products fall into the smaller-ship variety (with fewer than 500 passengers) offering high, and in some cases, the highest caliber of service and overall passenger comforts. Dining on these ships is limited to single seating for everyone onboard as opposed to two separate seating areas on most premium ships. Some of these products also included tipping, complimentary liquor and wines and other features as part of the fare. These boutique deluxe lines include: Seabourn, SilverSea, Radisson Seven Seas, Windstar and Oceania. Alternative Cruise Options In addition to the traditional cruise line categories, a variety of unique cruising alternatives are also available such as: -Expedition Cruises (adventure, eco-cruising, etc.) -River Cruises (on board river boats sailing major waterways of the world) -Barging (popular along smaller rivers in Europe, small groups of people, slow paced) -Sailing Ships (sailing ships are a growing interest, offer a more casual, intimate and rugged setting)

3 Selecting a Ship Selecting a ship is as subjective as recommending the best restaurant to dine in. It is a matter of personal taste, but with some background information and insight, you can assist in the selection. Every cruise line and ship has a unique and distinct personality. The only way to get to know its personalities is to take it out for a date.. You can do a good job selling cruises without having sailed on a ship, but you ll do a better job once you have actually actually experienced the thrill of cruising. You can immediately begin visiting ports if you are in close proximity to one. The busiest ports in the United States are Miami and Ft. Lauderdale but ships are also frequently docked in New York, Texas, California, Washington, Alaska, Virginia and South Carolina. The more you visit the better you will be able to answer your clients questions. Travel Weekly also publishes a Cruise Guide that lists every ship sailing from ports around the world. While the perfect ship is available for every type of cruiser, you will need to do some thorough research to find the perfect floating paradise for you or your client. Consider the following information: -Age of the ship -Size of the ship -Ship location -Caliber of service -Type of activities -Itinerary -Interior or ocean view cabin -Type of dining experience -Type of entertainment Once you ve considered the above, then you need to find out the relative importance of each one. If the itinerary is the most important aspect of the cruise, then you may only need a short list of two or three ships with that particular itinerary. If a client wants a deluxe large ship, then again, you can narrow down the selection of ships. Ship Size Matters Two factors play a role in service and comfort: Passenger-to-staff ratios Passenger-to-space ratios The passenger-to-staff ration tells you how many staff members per number of passengers are on board. Better cruise lines will average one staff member for every two

4 passengers, or 2:1. More budget-oriented products will have fewer staff per passenger while the most deluxe will offer 1:1. The passenger-to-space ration indicates how much space each passenger has onboard. The more spacious a ship, the more freedom you experience as a passenger. Space ratio is an important figure as it is a reliable way to gauge the ambiance onboard a ship. A larger ship may have more passengers than a smaller ship, but a smaller ship may or may not have a higher density. Selecting a Stateroom Most ships offer a variety of differently priced categories of staterooms or cabins. These are color coded on the Deck Plan found in brochures and online. The first basis in determining price is whether a stateroom is ocean view or inside. The ocean view cabin, sometimes called an outside cabin, usually has a window or porthole, whereas the inside stateroom has no natural light coming in. Inside staterooms are generally at the bottom of the price chart. Ocean view staterooms are higher, falling into the middle range of cost. Then balconies, suites and penthouses sit at the top of the price chart, in that order. Price and availability are the driving factors in making a choice. It is recommended to study a deck plan to ascertain the location of the public rooms like the dining room, show lounge, casino, etc. and determine whether the cabin you are referring to will work. When possible, it is best to avoid cabins: Below the kitchen Directly above the propellers (usually aft of the ships lowest decks) Directly above or below the disco Most cruise line deck plans also provide schematic drawings or photos of typical cabins in select categories. Factors to Consider when Selecting a Stateroom: Cabin size Location of the public rooms relative to cabin Location of cabin elevators and stairwells Bedding configuration (King, Queen, or Twin) Are ocean view stateroom windows obstructed by lifeboats or safety equipment Is the window a porthole or a large picture window Amount of noise (directly below disco or adjacent to elevator for example)

5 Deck Plans Deck plans are color-coded by category type. The lowest-priced inside and ocean view staterooms are typically on the lowest deck while the most expensive are usually on the highest deck. On some ships, suites can be located on various decks and not necessarily the highest. Many also have balconies, which are highly desirable and currently the most popular type of cabin for cruisers to confirm. Cruise Line Pricing Cruise pricing is generally listed in the lines brochure by ship, destination or itinerary. Rates are typically listed per person based on double occupancy. Use brochure pricing only as a guide. Preferred supplier pricing, sales, etc. are not published in the brochures. Obtain accurate pricing by calling directly or booking online using our established booking engines. Be sure to calculate all costs including cruise, air (if applicable), port charges and taxes. Be sure you understand what is gross and what is net and clients are ALWAYS quoted a gross total including all fees. The Value of a Cruise Purchase The typical cost of a cruise includes accommodations, all meals on board the ship, all daytime activities and nighttime entertainment. Many ships also provide room service. Keep in mind that when you refer a cruise you earn commission on everything included in the cost of the package. More often than not, the price does not include liquor or sodas, spa services, casino expenses, gratuities to shipboard staff or optional shore excursions. When passengers check in for their cruise, they are asked to set up an account. By providing a credit card, the staff will be able to charge all of the guests purchases to their shipboard account. At the end of the cruise, passengers receive an itemized billing statement that can be charged to their credit card or paid by other means before disembarking. This provides a convenience for passengers in not having to carry cash around the ship. In fact, cash is not even accepted at the point of sale on most ships. Gratuities Most gratuities are paid directly to the staff members providing services on the last night of the cruise. Gratuities are typically paid to the cabin steward, dining room waiter and assistant waiter. Tipping is also recommended for the maitre d or head waiter if they have provided you with good service and/or have done something special for you.

6 Guidelines for tipping amounts are provided by the Cruise Director during his or her disembarkation seminar. Most cruise lines even offer pre-pay programs for gratuities. Air-Sea Programs Most cruise liens offer an air-sea booking option. Passengers who select to use a cruise lines air-sea option pay an air add-on based on the origination city. The flight schedule and airline used is a the sole discretion of the cruise lines. Due to airline schedules, it may be necessary for passengers to stay overnight the day prior to the cruise. In this case, an additional charge may be added for the hotel room. The air-sea program includes transfers between the ships and the airport. The cruise line does not protect passengers against canceled or delayed flights unless booked by the cruise line. Passengers must therefore weigh the advantage booking their own air fare against the risk of having a flight delay and missing the cruise. Pre and Post Cruise Packages All cruise line offer passengers the option of extending their cruise by a day or two prior to and/or immediately following the cruise. Most cruise itineraries do not give passengers time to visit the first and last city on the itinerary. If passengers have a long flight to get to their cruise, a pre-cruise stay gives them the opportunity to catch up on some rest and adjust to any time change, so that they can fully enjoy their cruise and not spend the first day or two recuperating from their journey. Post-cruise stays provide a chance to unwind before returning home, relief from jampacked flights and a chance to explore the city where they disembark. Shore Excursions Every cruise line offers optional shore excursions at ports of call. These range from transfers into town and sightseeing tours, to helicopter flights over glaciers, diving and snorkeling. They can then purchase these onboard and charge the purchase to their shipboard accounts. Passengers do not have to purchase the excursions offered by the cruise line, and can elect to go ashore on their own, or to arrange their own sightseeing plans. Shore excursions vary by activity, location and duration. Shore excursions can also be pre-booked for your clients using one of our preferred vendors (i.e. ShoreTrips) and you earn commission! Excursions booked through the cruise line or onboard are not commissionable to you.

7 When a ship pulls into port, it either docks or anchors. Docking means passengers can easily disembark by simply walking off the ship. When a ship anchors, smaller boats called tenders are used to transport passengers ashore. Cancellation Policies Cancellation policies vary by cruise line. As a general rule, most cancellation penalties start 60 days prior to sailing. The cruise line imposes these penalties regardless of the reason for the cancellation including health problems, death of a relative or passenger. It is recommended that all cruise passengers purchase Travel Protection Insurance either offered by the cruise line or through one of our Preffered Insurance Providers. Cruise lines also offer Trip Cancellation Insurance. Please refer to the lines policies for a complete review of terms and conditions. Always offer your clients travel protection insurance whether through the vendor or one of our insurance providers. If a client refuses travel protection, be sure to have them sign a waiver acknowledging their decline of protection and their understanding of cancellation policies.