Incentivising early bookings in the expedition cruise industry is a focal point for agents, aiming to move away from last-minute discounts. These discussions were highlighted during the inaugural Expedition Cruise Network (ECN) conference.
- Key industry figures stress the importance of shifting strategies towards early booking incentives to enhance value and reliability.
- Overcapacity and excessive discounting have been identified as major challenges post-pandemic, requiring structural change.
- Heavy discounts on expedition cruises could undermine the perceived value of these unique travel experiences.
- Agents are advocating for educational campaigns to ensure travellers understand the inherent value of expeditions, beyond mere pricing discounts.
During the first Expedition Cruise Network (ECN) conference, the emphasis was firmly placed on shifting the focus from last-minute discounting to early booking incentives. Agents, including James Turner from Wildfoot Travel, highlighted the need to return to pre-pandemic booking routes where cruises could be confidently reserved two years in advance. Turner underscored the enhanced value proposition inherent in early bookings.
The industry has faced a significant issue with overcapacity due to the influx of new expedition vessels constructed during the pandemic. Turner pointed out that the resultant excessive discounting, with reductions as high as 50%, devalues the experience, comparing it to unrealistic discounts in high-end retail, such as luxury car brands.
Emma Sanger-Horwell of Kenwood Travel supported Turner’s stance, expressing a collective desire among agents to move away from late discounts. She articulated that while clients might enjoy steep discounts on last-minute bookings, it complicates coordinating comprehensive travel packages and sets unrealistic future expectations.
Alex Loizou from Munday Cruising remarked on the importance of understanding the extended lead times typically associated with expedition cruises. He emphasised the necessity for the industry to educate potential clients about the overall worth of these expeditions, as price is often reflective of the remote and immersive locales visited.
John Galligan from John Galligan Travel, reflecting on broader market trends, noted the post-Covid pricing adjustment phenomenon. He expressed concern over inflated prices and the resulting consumer hesitancy, highlighting the importance of nurturing early bookings while ensuring prices remain within sensible limits.
The industry consensus underscores the need for expedition cruises to refocus on early bookings and genuine value to mitigate over-discounting issues.
