A-Rosa River Cruises is enhancing its UK market strategy by targeting group bookings, aiming to broaden client reach through agents.
- The introduction of an eight-page digital brochure highlights group benefits and themed cruise options, aligning with A-Rosa’s marketing focus.
- Michelle Daniels, Sales Director, emphasises groups as a significant new market avenue, launching initiatives to support travel agents.
- Agents new to group bookings are encouraged, as this segment presents substantial revenue opportunities.
- A-Rosa’s efforts coincide with promotional activities marking the UEFA Euro 2024, targeting increased engagement.
In an effort to strengthen its presence in the UK market, A-Rosa River Cruises is directing its focus towards group bookings. This strategic shift is intended to help agent partners expand their client base, utilising the potential of group travel to increase revenue streams. The introduction of a comprehensive eight-page digital brochure underscores this approach, providing detailed insights into the group benefits and themed cruise options available, tailored to meet the diverse needs of potential travellers.
Michelle Daniels, Sales Director at A-Rosa River Cruises for the UK & Ireland, has been pivotal in this initiative, identifying group bookings as a significant and largely untapped market. She described it as a ‘strong new route to market’, highlighting the brand’s flexible and relaxed approach, which is proving highly effective with group clientele. Daniels stated, “We know from experience that our flexible, relaxed approach works really well with groups and our focus going forward is to grow this area of our business.” This statement signifies A-Rosa’s commitment to developing this segment as a core component of their business strategy.
Furthermore, A-Rosa is actively encouraging agents who have not previously handled group bookings to consider this lucrative opportunity. The company is poised to provide ample support, ensuring that agents are well-prepared to include group business in their sales repertoire. Daniels elaborated on this, expressing the company’s readiness to facilitate new entrants into the group booking domain: “The earning potential from this market is huge and we are here to provide all the support needed so they can include group business in their sales mix.”
Coinciding with this strategic push, A-Rosa has launched a football-themed competition for agents, celebrating the commencement of the UEFA Euro 2024 championships. This initiative, designed to foster engagement and participation among agents, involves a ‘keepie-uppie’ challenge, with the goal of featuring on the EU-ROSA 2024 league table. Such activities are indicative of A-Rosa’s broader promotional efforts, aiming to intertwine their business objectives with global sporting events to capture attention and drive interest.
A-Rosa’s strategic shift towards group bookings, combined with innovative promotional activities, marks a significant evolution in its market approach.
