To expand the cruise market, a comprehensive education strategy targeting both consumers and travel agents was presented at a recent industry conference.
- Cruise lines recognised the importance of balancing standards for loyal customers while attracting fresh faces through creative promotions.
- Partnerships with familiar consumer brands are emphasised as crucial for raising cruise product awareness.
- TV advertising and agent training are being utilised to introduce newcomers to cruise experiences.
- Industry experts note significant awareness efforts are still needed to draw in new-to-cruise clients.
Securing new-to-cruise passengers requires a strategic approach that intertwines consumer education with effective advertising, as highlighted during the panel discussion at a prominent annual conference. Travel agents and cruise lines alike discussed the essential elements for increasing market awareness, aiming to boost engagement with potential cruisers.
P&O Cruises’ sales director, Ruth Venn, pointed out the challenges cruise lines face in maintaining their existing client base while also appealing to newcomers. She stressed the importance of innovative platforms in promoting cruise products to mainstream audiences, especially during peak periods. Venn noted that numerous travel agents would have the opportunity to experience their ships firsthand, thereby enhancing product knowledge.
Cunard UK’s director of sales, Tom Mahoney, underscored the significance of partnerships with well-known consumer brands to increase product visibility. Mahoney highlighted that aligning with relatable brands is a primary focus, suggesting that such collaborations could help bridge gaps in consumer awareness.
Meanwhile, Geoff Ridgeon, head of sales for Fred Olsen Cruise Lines, shared insights into the use of TV advertising in positioning their brand to attract those unfamiliar with cruising. He indicated a focus on aligning consumer interests, such as nature and wildlife, to tailor offerings that resonate with individual’s travel desires.
From the commercial perspective of the Advantage Travel Partnership, chief commercial officer Kelly Cookes addressed the hurdles faced in attracting new cruise customers amidst challenging conditions, such as limited flight availability and its associated costs. She noted that education remains vital, as a significant portion of their leisure business is derived from cruise sales.
Celebrity Cruises’ vice-president and managing director for EMEA, Giles Hawke, echoed the need for greater clarity in communicating the distinctions between various cruise lines. Hawke encouraged a detailed description of the unique features each line offers, from culinary experiences to entertainment, insisting that comprehensive agent training could play a pivotal role in meeting this need. Notably, Celebrity Cruises is assessing feedback from older, non-cruise individuals as part of an initiative to change perceptions through firsthand experience.
The dialogue reaffirms that targeted educational efforts will be pivotal in attracting new clientele to the cruise industry.
